The Case
Architecture firms rarely struggle with expertise. However, often showing it is the problem. Groosman had 75 years of innovative projects and a team genuinely passionate about sustainable urban development, but their digital presence didn't tell that story. We saw an opportunity to bridge the gap between who they are and how they're perceived.
Through authentic interviews and workplace content, we are working with Groosman to communicate their unique integrated approach as well as their Rotterdam mentality: ambitious but buildable, thoughtful but direct.
Video Production
Groosman needed professional video content that could serve multiple purposes: attracting talent, engaging clients, and building thought leadership across social media and their website. We developed a comprehensive approach from initial concept to final product.
Concept development
We created several video formats designed to capture different aspects of Groosman's culture and expertise:
Meet 'X': 60-90 second videos mixing personal and professional elements: name, position, passions, and project experience with a casual, spontaneous style
Meet 'X' team: dynamic team shots with quick introductions, b-roll of team activities, and energetic pacing
Fire questions series: light, fast questions capturing authentic personality moments on camera
Pre-production
For each shooting day, we created detailed plans including:
Employee shortlists with names, positions, and relevant topics
Location scouting within and around the office
Shooting schedules ensuring efficient use of everyone's time
Interview frameworks tailored to each person's expertise and projects
Production
Developed video concepts and formats tailored to Groosman's employer branding and thought leadership goals
Created comprehensive question frameworks balancing professional insights with authentic personality
Produced leadership interviews featuring partners and key team members
Created team member spotlight videos showcasing roles, responsibilities, and workplace culture
Captured b-roll footage including office shots, tracking shots, and dynamic workplace moments
Post-production
We transformed raw footage into polished content ready for several platforms.
Content selection and sorting from hours of interview and b-roll footage
Professional editing following Groosman's visual identity and brand guidelines
Colour grading to ensure consistent, professional aesthetics across all videos
Audio mixing for clear dialogue and balanced background music
Platform-specific optimisations and formatting for Instagram, LinkedIn, and YouTube
Multiple aspect ratios and lengths tailored to each platform's requirements
Results and impact
The video content series has provided Groosman with authentic storytelling assets that serve multiple strategic purposes:
Professional video library featuring leadership and team perspectives
Content framework balancing employer branding with thought leadership
Positioning as an innovative, people-focused architecture firm
Ready-to-use content for social media, recruitment, and client engagement
Partnership today
Today, we continue to work together to achieve Groosman’s content ambitions. By addressing both immediate needs and exploring future opportunities, we're on a mission to help Groosman build a digital presence that matches their architectural legacy.