Built to scale

Square- Seller Stories

We captured authentic moments ranging from the aroma-filled roastery to the café counter. We then organised them into modular chapters and cutdowns. This created a flexible asset library that Square’s team can use on their case studies page, across social channels, OOH displays, and email campaigns. Sharing stories with consistency and documentary authenticity.

Watch our video for Square- Seller Stories

Square is integral to the fabric of the company and how it propels their business forward and really telling that story about how they’ve grown from both of the founders working at a coffee shop in Melbourne 13 years ago, to now having like a full roaster set up and having like three full-service cafés. It’s just an incredible story.

Evan Pirone

Co-founder & Creative Director

Our Mission

By architecting every video and still with scalability in mind, from edit to delivery you transform a single story into an evergreen asset library. This approach not only amplifies reach but also streamlines future productions, ensuring your campaign can grow without losing its emotional core.

Challenge: Scale a documentary-style campaign across multiple channels without losing its raw authenticity.

Audience: Prospective and current Square sellers seeking relatable success stories.

Objective: Build deep engagement by letting founder voices and authentic footage drive emotional connection.

The Execution

Upbeat Cutting with Overlays: Fast-paced edits layered with graphic overlays to maintain energy and reinforce key messages.
Flexible Edits: Producing a 3-minute flagship film plus cutdowns for different placements.
Sound Design: Crafting a dynamic soundscape that elevates key moments while preserving natural ambience and interview audio.
Asset Library: Generating stills, GIFs, and social-ready clips alongside the main film so marketing teams can deploy fresh content without new shoots.

Collaboration

We conducted Foundational Interviews to capture personal anecdotes and authentic b-roll, embraced Iterative Feedback with Square’s marketing team to refine story arcs and ensure brand alignment, and established an Ongoing Production workflow—interview, edit, asset creation—that lets us roll out new seller stories at scale.

The Impact

Our 3-minute flagship film achieved 250 k YouTube views, driving significant traffic and watch time. Since then, the assets have seen broad repurposing, rolling out across the case studies page, social media, email campaigns, and in-person events while new stories remain in active production. Early analytics also reveal sustained engagement, with viewers spending more time on the Seller Stories section and returning to explore additional narratives.