Composite Wood
Product-first social content. Vertical Reels
The challenge
Composite Wood had existing footage captured for a different creative direction. Following a strategy shift, they wanted to pivot to a product-first approach, putting the material itself, not the lifestyle around it, at the centre of their content. The brief was clear: make the decking and fencing the hero, with a focus on grain, texture, colour and surface detail.
The approach
Rather than reshoot, we worked with the existing footage to find what it could do within the new brief. We structured two separate vertical reels, one for decking and one for fencing, giving each product its own moment rather than blending them into a single mixed piece.
The decking reel was built around tight Sony close-up footage, ground-level framing, surface detail and tactile interaction shots that drew the eye directly to the material. The fencing reel leaned into drone coverage, using level tracking and push-in shots to show the product at scale while keeping it as the consistent subject throughout. Both reels finished with a clean branded end frame.
Pacing was kept deliberate throughout. No fast cuts, no distracting transitions, just the product, given enough time to land.
The result
The decking reel outperformed Composite Wood's average post engagement by over 50% on first publish, without any paid amplification.