Why is video the best way to showcase a sustainable construction project?

Creating video content about low energy and sustainable construction projects creates a deeper connection between viewer and video subject. While written, audio or photographic content can capture some of the same features, video content shows people interacting directly with the built environment.

A key feature of buildings designed to reduce environmental impact is often the materials chosen. Video offers a chance to see people demonstrating, working with, or appreciating the feel and texture of natural and lower impact materials. Filming people talking about these materials while they interact with them showcases the materials in a way that articles and podcasts can’t quite convey.

In a similar way, low energy buildings (such as those built to the Passivhaus standard) are often notable for their improved comfort over ‘conventionally built’ buildings. No form of content can replicate experiencing that comfort, but video captures people and their reactions in that environment, creating a richer experience than written testimonials alone.

Case study: UK Passivhaus Awards video shorts for the Passivhaus Trust

Among a variety of Passivhaus-related competitions, the Passivhaus Trust has run the UK Passivhaus Awards. Regen Media has a longstanding relationship with the Passivhaus Trust, and has filmed and produced short videos about winning projects for multiple iterations of the awards (including the Exemplar Sustainable Building Awards, which celebrated the 20th anniversary of the Sustainable Development Foundation).

Regen Media’s role in the project

The Passivhaus Trust asked Regen Media to offer video production services to the shortlisted entrants. Bitesize videos are a great way to capture the essence of a project and make it digestible for the large audience attending an awards ceremony. This case study specifically concerns the video produced about the Cannock Mill cohousing scheme.

Strategy

Preparation is a critical element of any video production, but especially so at Cannock Mill as there were so many potential elements to feature. Crucial to the success of the video was agreeing a filming day that would allow as many on-site activities to be captured as possible. The scheme’s residents would be interviewed at the same time, giving genuine and well-rounded insight into daily life at the site.

Challenges and solutions

The primary challenge for this video was capturing the essence of cohousing in just two minutes. Why had people chosen to live at Cannock Mill? What is life in a cohousing scheme like? Answers to these questions were important, while making sure all of the different elements didn’t overload the video.

A careful balancing act was required. The video incorporated the resident interviews, combined with footage of community activities. This detail was complemented by broader, site-focused footage (including drone shots) to provide visual interest and alternative perspectives.

Regen Media also made use of archival pictures. It is rarely possible to capture everything during a single day of filming. Therefore it made sense to tell some of the project’s story using images captured by others. These images blended seamlessly into the final video.

Results

When this video was shown at the awards there was palpable feeling in the auditorium of how much this project achieved. It’s hardly surprising that it went on to win its category and serves as another fantastic cohousing project in the UK.

Charting the growth of Passivhaus in the UK through video content

Regen Media’s longstanding relationship with the Passivhaus Trust means we’ve had the privilege to witness the growth of the Passivhaus movement in the UK firsthand. The organisation is a great example of one that understands how to communicate about low energy buildings and sustainable solutions.

The Passivhaus Trust understands the benefits of video content, and has made a commitment to producing it regularly. There can be misconceptions that video production is expensive, meaning marketers may see it only as something to do occasionally – or even just as a one-off.

But that can lead to clients trying to cram too much into a single video. Embracing video as part of a varied and proactive marketing strategy can help to improve education around sustainable construction, and working with an experienced production company can help to generate added value video content efficiently and cost effectively.

Regen Media’s experience in the low energy and sustainable building sector means we understand how to communicate about buildings and solutions. We guide you through the process of creating video content that suits your needs and budget, including on an ongoing basis – whether capturing multiple projects, or maybe tracking progress on a single project site. Contact us today to learn more.