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10/10/2026

The famous Italian mid-century modern Giuseppe’s House by Whispering Smith and New Resident

I spent half of my adult life in Italy, so it was a true blast from the past to step foot into this beautifully renovated building.
The team masterfully captured the spirit of the house, reserved all the important details and modernised whatever was needed for 21st century living.

Thank you designfreo for commissioning this video!

Catch the full architectural film at the Fremantle Design Week or on DesignFreo’s YouTube channel!

10/10/2026

Less than 5% of new homes in Australia are designed by an architect, and inside that 5% there are three very different levels of client.

The top 1% hire through introductions. You can’t market your way in, so, sorry to say this, but let that one go.

The next 9% is the affluent market. Daniel Priestley’s research shows the top 10% of the market, of any market, holds around 60% of the total spending power, so this is where most architectural clients come from. They already believe in architects. What they don’t know yet is which one.

The bottom 90% holds the remaining 40% of the total spending budget . And some of them would love to work with an architect, but nobody has explained why it’s worth it.

Whichever group you’re after, your work doesn’t speak for itself. You have to!
For the affluent market, that means being the architect they remember.
For everyone else, it means explaining what an architect actually does before you ask them to choose you.

The only way to do any of this work is on camera.
You showing your work and put your face and voice behind it. You can call it personal branding, I call it architectural brand building.
And it needs you on camera! 🎥

06/10/2026

One of my early architectural films… still love it.

BUT

I remember editing the footage and realising my then-videography gear wasn’t adequate for correctly exposing the harsh light outside and the deep shadows inside.
Architectural videography requires the highest-spec cinema cameras because nothing throws dynamic range challenges on you like architecture!

So I started saving up for the bigger guys, then acquired the ultimate cinema camera as well.
Yes, if you’re in a pinch you can quickly record that ad-hoc site visit on your phone or on your Osmo Pocket. But if you want a feature film that will live on your homepage for years to come, you need to go pro.
And that’s what I specialise in, so get in touch if you’re ready for the big screen! 📺

Architect: MDC Arch - Perth Architecture

04/10/2026

I see so many beautiful project photos from architects that could be seen by sooo many more people, if only they added one thing: 🎶

Just one little adjustment you can do today, to finally build that architectural brand.

02/10/2026

I know there’s no such thing as too many good examples, so here’s another one of how it looks like, and how it feels like when the architect herself explains the project.

Architect: Kylee Schoonens with Adrian Fratelle

Because remember, the project doesn’t speak for itself. You have to.

30/09/2026

It’s one thing to look at an architectural photo and interpret the shapes, forms and material choices for yourself. It’s a whole new level when you can hear the architect explain it all in detail, exactly as he and the clients intended the house to be.

In this reel, Michael Cardinale walks us through the form and materiality of Izvor House.

Because as I always say: your project doesn’t speak for itself. You have to!

Architect: La DITTA architects

29/09/2026

Who could talk about the project better than the people living in it.
When I shoot an architectural video I always make sure to interview the client as well.
What did they want? How did they experience the long process of building a house, or in the case of this video, an amazing extension.
Hearing it from them makes the video resonate better with a future, potential client.

Then what shall you do with an architectural video?
Make sure not to bury it on a hard drive. This video should be front and centre on your website, so when a visitor lands on your page, they get the chance to discover who you are and decide risk-free if your vibes matches theirs.
Then by the time they pick up the phone, they feel like they already know you. And that’s priceless.

Architect: GROTTO
Project: Shadow House, Perth, Western Australia

29/09/2026

Throwback to our first visit to Celilo Springs House.
Architect Andrew Boyne gives such an easy-to-understand explanation of the form and idea of the house, that it resulted in over 340,000 non-architects watching, enjoying and appreciating the award-winning project on YouTube.

Architecture: Western Architecture Studio
Location: Perth, Western Australia

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