From blueprints to reality.
Ke Obra, one of CEMEX's independent digital ventures, asked us to document a full home build as a step-by-step video series anyone could follow.
- Strategy
- Innovation
- Client
- Industry
- Construction, digital platforms
- Disciplines
- Content strategy, art direction, video production, motion graphics, social media content
- Year
- 2020
The challenge
Hundreds of construction tutorials online, thousands of views, and almost none you could learn from: no standard between videos, poor quality and no follow-up from one step to the next.
On site
We built the house to film it.
For six months our team led the construction alongside the production schedule, so every detail each tutorial needed was captured on camera.
26
videos in CEMEX's first tutorial series.
Footage, graphics, photography and voice-over, put together by our post-production team.
Every episode had its own script, voiced by narrators Karla Paredes and Juan Pachur.
Graphics
One visual language across 26 episodes.
We designed tailor-made graphic elements so every episode explained its step the same way, with the same key messages, from planning to the finished roof.
Distribution
Made for the families who build their own homes.
With labor this affordable in Mexico, building your own home is rare, and the people who would do it had nowhere to learn. Internet access in rural communities made it possible to reach them.
The series went out on Ke Obra's platform and every one of its digital channels.