Construction Video Production for Armored Roofing
- Brady Gilliam
- 4 days ago
- 5 min read
Updated: 3 days ago
When Armored Roofing and Construction, a third-generation remodeling contractor based in West Michigan, sought to elevate its brand with professional video content, it partnered with Visionaery Productions. The goal? To create a series of high-quality videos that would highlight their craftsmanship, values, and completed projects — all within a single shoot day.
We delivered a dynamic "about" video, a compelling social media ad, a clean-cut website banner video, and a snappy Instagram Reel, helping Armored Roofing showcase their services, process, and customer satisfaction. This case study walks through how we brought their construction video vision to life and the impact it's had on their business presence.
The Challenge of Armored Roofing and Construction
Armored Roofing needed more than just photos of past construction projects — they wanted a compelling, brand-driven story to attract potential clients and strengthen their digital presence. With decades of experience as a trusted local Michigan company, Armored Roofing has built a reputation for quality, durability, and craftsmanship in every project. Their projects are built to last, reflecting their commitment to excellence.
Despite being a respected contractor in the region, they lacked consistent video content to showcase their team, professionalism, and high-quality services. Their crafted videos are designed to deliver a clear message about their brand and services.
Their marketing goals were clear:
Communicate expertise and values
Showcase the process and finished product of a roof replacement
Build trust with new clients through storytelling
Generate awareness with a modern, engaging video strategy
However, they also had a constraint — a minimal amount of time. We had to capture everything in one day, without sacrificing storytelling or production quality.
Contact Armored Roofing today to discuss your project needs and see how their team can help bring your vision to life.
The Construction Videography Strategy
Our approach was centered on capturing a real job site and turning it into versatile video assets. We knew the story had to be rooted in their day-to-day work — specifically, a roof replacement that demonstrated their detail, care, and expertise.
Key strategy elements:
Use a real home and client for authenticity
Film start-to-finish construction footage (including drone)
Interview the owner and team members to humanize the brand
Gather a testimonial from the homeowner to establish credibility
Capture strong visuals for website, YouTube, and social media
Highlight the professionalism and efficiency of the skilled crews involved in the project
By planning out the day with precision, we were able to film with purpose — designing each clip to serve multiple outputs. The integration of video assets into the company's website, social media, and presentations ensured maximum visibility and engagement. This streamlined process allowed us to deliver a high volume of polished content without needing multiple shoot days.
Careful planning of the shoot included scripting each segment to ensure alignment with the brand's goals and messaging. Learn more about video marketing strategy here.
This approach not only delivered authentic content but also maximized the return on investment for Armored Roofing.
Benefits of Construction Documentation
Construction video is a powerful way for contractors to stand out in a competitive industry. By capturing high-quality videos and photos throughout your construction projects, you showcase your team’s craftsmanship, document progress, and create visual proof of your expertise. These assets go beyond record-keeping—they build trust, highlight completed projects, and give potential clients a clear view of your brand’s commitment to quality.
Sharing construction videos on your website, YouTube, or social media helps reinforce your reputation and attract new business. And in case of disputes or scope questions, detailed documentation protects your company. In short, construction video isn’t just content—it’s a strategic investment in your brand.
The Shoot Day
We arrived early to begin capturing the entire roof replacement process — from removing old shingles to the final cleanup. The jobsite itself served as a powerful setting for showcasing the team’s professionalism, top notch quality, performance, and comprehensive service throughout the workflow.
Here’s what we captured:
Before and after footage of the roof replacement
Aerial drone video for dynamic project shots
On-camera interviews with the owner and team
A satisfied homeowner providing a testimonial
Branding visuals, including uniforms, signage, and truck wraps
This content helped show not only what Armored Roofing does, but how they do it — with attention to detail, integrity, and pride in their work. The use of high-end cameras, clean audio, and stabilized motion shots gave the videos a polished, professional look that aligned with the company’s growing reputation.
From start to finish, the complete process ensured quality assurance and client satisfaction.
The High Quality Video Deliverables
From a single shoot day, we delivered a full suite of video production services designed to enhance visibility, build trust, and drive action:
About Video (90-120 sec): A branded story showcasing the team’s craftsmanship, mission, and process. This video serves as a visual story that highlights the journey and dedication of the team. Designed for web, presentations, and email outreach.
Social Ad (30 sec): A fast-paced, benefit-driven paid ad tailored for Facebook/Instagram. This ad promoted a seasonal offer (free gutters with a new roof), driving lead generation.
Website Banner Video (15–30 sec): A clean, looped visual showing the crew in action, elevating the homepage with movement and life.
Instagram Reel (15–30 sec): A modern, attention-grabbing edit combining footage, logo animation, and a quote from the testimonial.
Each piece was carefully edited to suit different platforms while maintaining visual consistency. Note the importance of attention to detail in the editing process to ensure each deliverable meets the highest standards.
The result was a cohesive set of assets that gave Armored Roofing, a remodeling contractor, new tools to stand out online — not just in terms of visibility, but brand authority.
The Results: Completed Projects
With fresh, high-quality video content, Armored Roofing now has a compelling way to engage potential clients and showcase their value. Their website instantly feels more polished with the banner video. Their Facebook ad received strong initial engagement, and the testimonial content helped build trust with leads in a highly competitive market.
These videos:
Strengthened the company’s professional image
Enhanced trust through client storytelling
Brought new attention to seasonal promotions
Equipped the sales team with branded video assets
This case study is a great example of how construction video production can help contractors make an impact — especially when approached strategically and efficiently.
Marketing and Promotion
In today’s market, video production services are essential for any construction or remodeling contractor looking to grow. A well-executed construction video showcases completed projects, highlights craftsmanship, and links your brand’s story with clarity and impact.
By incorporating construction videography into your marketing strategy, you can create high-quality video content for your website, social media, and campaigns. These videos help attract potential clients, demonstrate your process, and reinforce your professionalism. From testimonials to project highlights, video content builds trust and sets your company apart.
Video can also support internal training and safety—showcasing your expertise while positioning your business as a leader in the industry. When done right, video production isn’t just marketing—it’s your competitive edge.
What This Means for Your Construction Business
For construction companies and remodeling contractors looking to improve their marketing efforts, video is no longer optional — it's essential. Working with Armored Roofing and Construction proved that even a single day of focused filming can yield content that drives results for months (or years) to come.
At Visionaery Productions, we specialize in video production services that capture the heart of your business and communicate it effectively to your audience. If you're ready to tell your story, elevate your brand, and build trust through professional video, get in touch today.
Let’s build something worth watching.
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