The Brief
Certainteed, a major name in building materials, was launching Hyperframe, a new steel framing system that clicks together. The claim was that it dramatically speeds up construction. Our job was to create a video and a set of photos to prove it. The audience wasn't homeowners; it was builders, contractors, and architects—people who can spot a staged demonstration a mile away. The request was simple: show real builders using the product on a real job site and prove it's as good as advertised. No actors, no shortcuts.
On Location
We packed our hard hats and went to Halifax, where Hyperframe was being used on an active build. Filming on a live construction site means you work around the crew, not the other way around. We planned our shots to capture the system in action without slowing down the project. The goal was to document the process authentically. We focused on the details: the sound of the steel connecting, the speed of the installers, and the clean, finished frames. It’s one thing to say a product is fast; it’s another to show a crew framing walls in what feels like half the usual time.
The Result
We delivered a primary brand film that serves as a definitive showcase of the Hyperframe system. It’s a tool for their sales team and a cornerstone for the product's digital launch. Alongside the video, we supplied a complete library of high-resolution photographs for their web, print, and social channels. Because Certainteed operates across Canada, we produced and delivered full versions of all assets in both English and French. The final package gives them a credible, compelling, and versatile set of tools to introduce Hyperframe to the people who matter most: the ones who build.
