Prepared for BedBrock Developers

BedBrock In Motion

Two-Focus Content Engagement  ·  Projects  ·  People
Creative Retainer  ·  Three Tiers
A Global Practice of Ten
Prepared forDean Ciofani & Rich Brock
DateJuly 2026
Version1.0
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— The Problem

The best work a developer produces is represented by a still image and a caption — while the people deciding whether to build with you next are choosing based on something else entirely.

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Right now, across the industry,
a developer's best work is a still image and a caption.
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The people deciding whether to build with you next
are choosing on something else entirely.
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would rather learn about a project through short video than any other format
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actively want more video from the brands they follow
Wyzowl, 2026 State of Video Marketing Report
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say a video's production quality shapes how much they trust what's behind it
A phone clip doesn't just fall short of a cinematic film.
It quietly erodes the credibility standing behind it.
Wyzowl, 2026 State of Video Marketing Report
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of AEC marketers already treat social media as a core channel for new business
The audience is there. The content, industry-wide, is still mostly static.
OpenAsset, 2024 State of AEC Marketing Report
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The rare developer who shows up on film
stands apart.
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THE INDIVIDUAL GAP
THE INDUSTRY GAP
Cinematic film closes both — at the same time.
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For the audience still deciding whether to build with you,
film delivers the experience of the work directly —
scale, material, restraint — not a description of it.
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For the client you've already delivered for,
film is what keeps that project alive as a story worth retelling —
long after the crew is gone.
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ASSEMBLED AFTER THE FACT
BUILT IN REAL TIME, FROM MONTH ONE
Without ongoing film, legacy only gets built retroactively — from whatever documentation happened to survive. Film rolling since month one builds it in real time instead.
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So few developers at this level do this well that film remains one of the clearest ways left to be genuinely distinct in a category where competitors often look the same.
Over a decade of research shows story-driven, emotionally resonant content carries a brand's memory further than rational messaging alone.
Institute of Practitioners in Advertising (UK)
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Cinematic quality isn't a finishing touch.
It's the difference between a project seen once —
and one that keeps being introduced.
01
The Engagement
Two focuses, active together from month one.

Projects and People run together from month one, at every tier. The quarterly anchor film stays focused on the builds; short-form content draws from whichever focus the moment calls for. The goal: put the work in front of the buyers, architects, and press deciding who to build with, recommend, and cover. This is one of ten retainer partnerships Shadowpoint holds worldwide, held to on purpose.

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INCLUDED ACROSS ALL TIERS
Two pillars. Every tier.
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THE WORK ITSELF
Annual year-in-review film
Quarterly project film
Editorial photography across every active build
Final architectural photography and a completion film for every completed build — past portfolio work in the meantime
THE SYSTEM AROUND IT
Social Strategy & Growth, managed end-to-end
Two rounds of revisions on every deliverable — 5 business days for short-form, 2 weeks for long-form and anchor films
Monthly performance reporting, paired with the quarterly strategy session
All finished work licensed to BedBrock in perpetuity

Revision rounds beyond the two included are billed at Shadowpoint's standard rate of $150/hour. Until current builds begin completing, architectural photography and completion films apply to BedBrock's existing portfolio instead — see page 5.

Three Tiers
Tier One · Starting Point
Foundation
$18,000 / month
The brand foundation, in full: one quarterly film, a steady short-form cadence, and social strategy managed end-to-end.
  • —Quarterly anchor film (2–4 min, Portfolio depth) — exclusively focused on BedBrock's active builds, chosen with your team each quarter
  • —20 finished architectural images per completed build or past project
  • —6–8 short-form videos per month, covering builds or the people behind them
  • —Social Strategy & Growth, including two hours of weekly engagement
Recommended
Tier Two · Full Engagement
Keystone
$25,000 / month
Full engagement, running at volume — the same quarterly film repurposed into short-form cutdowns, backed by a heavier cadence across images and social.
  • —Quarterly anchor film (2–4 min, Portfolio depth) — exclusively focused on BedBrock's active builds, chosen with your team each quarter
  • —Five 15–30 second cuts pulled from that same film every quarter, on top of the monthly short-form count below
  • —25 finished architectural images per completed build or past project
  • —8–12 short-form videos per month, covering builds or the people behind them
  • —Social Strategy & Growth, including two hours of weekly engagement
  • —One out-of-state travel engagement included annually
Tier Three · Extended Reach
Legacy
$32,000 / month
Keystone's full scope, extended into paid media. Shadowpoint as BedBrock's full creative partner.
  • —Everything in Keystone
  • —Quarterly anchor film upgraded to Signature depth (5–7 min) — the same film, extended with interview content into a more complex story told from more points of view
  • —Paid social advertising management — Meta, LinkedIn, and YouTube. BedBrock holds billing directly with each platform.
  • —Two out-of-state travel engagements included annually

A new website is scoped separately from the retainer and available at any tier — see page 9.

Focus 01
Projects
BedBrock's active builds, tracked from groundbreaking toward completion.
Focus 02
People
Dean, the architect team, and Rich Brock's founding story — everyone behind BedBrock's work, and the process that drives it.
02
Two Focuses
One ongoing story, told from two angles.
How Projects Coverage Works

BedBrock runs multiple builds at once, each taking three to four years to completion. Every active build gets the same ongoing coverage — editorial photography folded into the same production days that generate BedBrock's regular social content. What changes by tier is depth: how much story the finished film tells, whether that film is a routine quarterly piece or a build's own completion story. The quarterly anchor film stays focused on Projects; short-form content is where People comes through.

Portfolio depth — the standard at Foundation and Keystone. At delivery, or whenever a quarter lands on that build, the film is a creative, abstract portrait of the finished home: 2 to 4 minutes, drawing on historical footage from the build alongside scripted narration and lifestyle content, built the same way as our luxury home films.

Signature depth — the standard at Legacy. Every quarterly film, including build completions, runs longer and reaches further: 5 to 7 minutes, adding interview content to that same historical footage, narration, and lifestyle — a more complex story, told from more points of view.

BedBrock's current builds are three to four years from their first completions; until a build is ready, the quarterly film draws on a past project instead. At Keystone and Legacy, that same film also becomes a bank of short-form content — five 15–30 second cuts delivered alongside the month's regular count. When a quarter lands on a build that's actually completing, that film simply is the completion story, and the cutdowns become launch-ready social content for the reveal, automatically.

03
The Studio
The people behind the work, day to day.

Shadowpoint is built on a single conviction: buildings of genuine architectural intent deserve to be seen as the work that defines a generation.

We are selective about the work we take. By design, we maintain no more than ten retainer partnerships at a time — a limit chosen in service of the attention each project requires. It is the reason we travel to where the architecture is, and the reason our work is what architects and designers return to, long after the project is built. Beyond those partnerships, the studio accepts a select number of one-off project commissions each year.

Logan Harding
Founder
Logan Harding
Director of photography and cinematography, with over two decades behind the camera. FAA Part 107 certified for commercial aerial work. Logan oversees every engagement from the first conversation through final delivery.
Gaby Belisario
Creative Director
Gaby Belisario
Storytelling and editorial direction for the studio. A film degree and time on professional film sets shape how Gaby builds each project — the writing, the edit, the way it's presented.
Claire Garrison
Brand and Content Strategist
Claire Garrison
Shadowpoint's connection to the platforms where the work lives. Claire runs distribution, audience growth, and the day-to-day rhythm of how BedBrock shows up online.
04
Social Strategy & Growth
Strategy and scheduling, managed end-to-end.

Social at BedBrock's level is planned, written, and measured — not just posted. Every channel is managed end-to-end, with one goal underneath it: putting the work in front of the buyers choosing a builder, the architects deciding who to recommend, and the press deciding who's worth covering.

Early priorities include a stronger presence on LinkedIn, where BedBrock's referral network of architects, designers, and agents already spends its time, and a sharper hook-and-subscribe strategy for the YouTube channel.

BedBrock's company channels — LinkedIn included — are managed end-to-end by Shadowpoint. Rich's personal page stays his: Shadowpoint keeps him supplied with a running list of topics and story angles worth writing about, drawn from the work in progress, but the writing and the posting are his, in his own time.

05
KPIs & Reporting
Tracked monthly. Discussed in full each quarter.

Every deliverable ties back to a small set of tracked metrics. Onboarding sets the baseline; the monthly report tracks movement against it; the quarterly strategy session is where the two teams read the numbers together and adjust course.

Year one is deliberately a baseline year — establishing what's working before setting growth targets against it. Year two is where those targets get set, informed by real data instead of guesses.

Activity & Reach — Monthly
  • Content delivered on schedule against the calendar
  • Follower growth by platform, with particular attention to LinkedIn
  • Engagement rate — likes, comments, shares, saves
  • Video view-through and average watch time
Business Impact — Tracked
  • Website traffic originating from social and content channels
  • Inquiries attributed to content channels
  • Editorial placements and award submissions supported by the work

Shadowpoint reports against these numbers every month; the strategy adjusts accordingly. Business-impact metrics are tracked and discussed — they depend on the market as well as the work, and are not guaranteed outcomes.

06
Website
A one-time build, scoped apart from the retainer.

A new website is real work, and it doesn't need to be tied to a tier to happen. It's available as a standalone engagement alongside any retainer level.

Website Build — one time $26,000
Full creative direction, photography, film, and copy for a new site. Built and launched by Wapiti, Shadowpoint's website partner.
Ongoing Maintenance & SEO — monthly, once live $2,500 / mo
Hosting, security, updates, and technical SEO.

Shadowpoint directs the creative; Wapiti builds and maintains the site itself. If Wapiti is ever unable to continue supporting it, Shadowpoint can step in directly to rebuild or maintain the site, so BedBrock isn't left without support.

Travel
Investment Summary
Foundation$18,000 / month
Keystone$25,000 / month
Legacy$32,000 / month
Website — optional, any tier$26,000 one time + $2,500 / mo
07
Onboarding
Seven weeks, start to first quarterly shoot.
Week 1
Three days on-site — Logan, Gaby, and Claire, with Dean and his team. The three days get every system connected and running: brand assets, the existing photo and film archive, and platform admin access, with every channel linked to the content management system. A baseline audit of current followers and engagement sets the starting line for every KPI. Both teams confirm single points of contact, shared tools, and site-access and safety logistics for active builds. The same three days include behind-the-scenes filming — footage blending personality with site visits, warming Dean and the team up on camera and working out the kinks before the cameras are rolling on anything scripted. Once Dean signs off, Claire starts posting from this footage right away, so BedBrock's channels stay active while the rest of the quarter's content is still being scripted.
Weeks 2–4
Gaby builds the year's story arc — the throughline for the year, broken into quarterly themes and monthly beats across both focuses. This is the piece worth taking the time to get right, so it carries the full three weeks.
Week 5
The KPI dashboard is drafted and reviewed with Dean's team. The first full content calendar is approved. Gaby scripts the quarter's short-form content — interview-outline style, ready to shoot.
Week 6
Gaby finishes scripting the first quarterly anchor film. The longer format carries more narrative weight than the short-form pieces, so it gets the extra week to get right.
Week 7
The first quarterly shoot day is locked onto the calendar. Final onboarding checkpoint — the story arc, first-quarter scripts, KPI dashboard, and content calendar are all confirmed and running.
After Week 7
The first quarterly shoot happens as scheduled, with deliverables following per the standard turnaround.
10 · Next Steps
Q&A
Notes

1. Wyzowl, State of Video Marketing 2026 — wyzowl.com/video-marketing-statistics

2. OpenAsset, The 2024 State of AEC Marketing Report — openasset.com/resources/2024-state-of-aec-marketing

3. Les Binet & Peter Field for the IPA, The Long and the Short of It, hosted by Thinkbox — thinkbox.tv/research/thinkbox-research/the-long-and-the-short-of-it