Project Overview:

McMillan Design creates homes that feel inevitable. Timeless lines, honest materials, and light that moves through a space the way life does. Most people only see the rendering and the finished house, not the thread that connects the two. Our job was to show that thread.

We followed each home from concept to completion and paired the architect’s original vision with the lived-in warmth of the build. Short films line up Render → Reality moments so viewers can see how proportion and purpose hold up in real conditions.

We also built a voice for the brand that feels calm and confident. Fewer superlatives, more substance. The stories highlight why a roof pitch matters, how a corridor frames a view, and where craftsmanship meets restraint. The result is a presence that matches the work and invites homeowners and builders into the process with trust.

Objectives:

• Show how closely finished homes realize the original design intent
• Humanize the brand with authentic, documentary-style visuals and voice
• Grow qualified awareness among homeowners and builders who value detail and balance
• Create a repeatable social content system to sustain momentum

Scope of Work:

• Brand editorial POV and narrative framework with voice, themes, and hooks
• Content pillars and series outline: Render → Reality, Details & Proportions, Light & Flow

• Shoot planning across locations and owners with day-in-the-life coverage and B-roll
• Asset toolkit with thumbnails, titles, captions, and posting guidelines

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Campaign Execution & Marketing Rollout:

• Capabilities used: Content Creation · Social Media Management · Video Production
  • Short-form video series featuring Render vs. Reality edits, hero angles, details, and materials with hooks on proportion, light, and purpose
  • Branded photography that balances lifestyle and architectural stills to reinforce warmth and scale
  • Social publishing and optimization across Instagram and TikTok with cadence, caption strategy, saved collections, and cover templates
  • Performance iteration with A/B tests on hooks, the first three seconds, pacing, and thumbnails plus metadata tuning based on retention curves

Expected Outcomes:

The work reframed McMillan Design as a studio that not only draws beautiful homes but proves how that beauty holds up in everyday life. The Render → Reality series created a recognizable visual system and voice, improved watch time and saves on architectural reels, and gave the team a repeatable content engine they can run monthly without losing craft.

Most importantly, qualified awareness grew in a real way. Average monthly views moved from about 15,000 to 250,000, bringing a larger and more engaged audience into the McMillan process and generating steady inbound interest from partners who value proportion, light, and purpose.