The Brief
Lamron Estates approached Square Daisy to help communicate the facts surrounding a proposed property development in Farnham, Surrey.
The development was progressing through the planning process and, understandably, generating questions and concerns among local residents. While detailed information was available through planning documents, technical reports and architectural drawings, this wasn’t necessarily the easiest way for people to understand what was being proposed or how it might affect their community.
The scheme also included a proposed new all-weather artificial rugby pitch for Farnham Rugby Club, creating an important connection between the development and the local community.
The challenge was to make the information more accessible, address key questions and provide residents with a clearer understanding of the overall proposals.
Rather than relying on a single promotional film, we recommended a coordinated series of videos designed to communicate different messages to different audiences.
Our Approach – A Video Marketing System
We developed a suite of 14 videos, combining longer-form storytelling with shorter, more focused content designed for social media.
Each video had a specific purpose, but all worked together as part of a wider communications campaign.
1. The Main Development Film – The Full Picture
We produced a six-minute film explaining the proposed development and providing the wider context behind the plans.
The film brought together the key information surrounding the scheme, helping viewers understand what was being proposed and the potential implications for the local area.
By presenting information visually and through contributions from people involved in the project, we could make complicated subjects easier to follow than they might be when presented solely through technical documentation.
The longer film provided a central resource for people wanting to explore the proposals in greater detail.
2. The 60-Second Teaser – Encouraging Engagement
Not everyone is prepared to watch a six-minute video when they first encounter a subject, particularly on social media.
We therefore created a 60-second teaser designed to introduce the development, communicate the main themes and encourage people to explore the longer film.
This provided a more accessible entry point into the campaign, helping to capture attention and direct interested viewers towards more detailed information.
3. Pass the Question – 12 Short-Form FAQ Videos
One of the most creative elements of the campaign was a series of 12 short FAQ videos, each addressing an individual question or concern surrounding the development.
We wanted the videos to feel connected to the local community rather than simply presenting a series of formal talking-head interviews.
Taking inspiration from Farnham Rugby Club’s involvement in the development, we created a simple visual concept built around passing a rugby ball.
One contributor throws the ball out of shot while asking a question. Another catches it in a different location and provides a clear, factual answer.
The format gave the series a recognisable identity, introduced movement and personality, and provided a natural connection between the different contributors.
Each video ran between 30 and 60 seconds and was produced in a vertical 9:16 format, specifically designed for social media platforms such as Instagram and Facebook.
This allowed individual questions to be addressed in short, digestible pieces of content that could be shared independently, without requiring viewers to watch the entire development film.
Why a Suite of Videos Works Better
One of the main challenges with communicating complex information is that different people want different levels of detail.
Someone encountering the proposed development for the first time might only want a quick introduction. Another resident might want to understand the overall scheme, while someone with a particular concern may only be interested in the answer to one specific question.
A single video cannot always serve all these audiences effectively.
By creating a coordinated suite of content, we could provide several ways for people to engage with the information:
- A six-minute film for those wanting the full picture.
- A 60-second teaser to introduce the development and encourage further viewing.
- Twelve short FAQ videos providing focused answers to individual questions.
This approach also allowed the client to share relevant content at different stages of the planning communications process, rather than relying on one video to do everything.
Making Complex Information More Accessible
Planning applications naturally involve substantial amounts of technical information. Subjects such as transport, drainage, infrastructure and community facilities can require detailed explanations that aren’t always straightforward for the general public to interpret.
Video offers another way to communicate that information, combining spoken explanations, visuals and real people to make complex subjects more approachable.
It doesn’t replace the formal planning process or the supporting documentation, but it can help people access and understand the information more easily.
For Lamron Estates, our role was to take the key messages and develop an engaging, accessible collection of videos that could support communication with the wider community.
The Result
The completed project delivered 14 individual video assets, designed to work together as a coordinated communications campaign:
- One six-minute development overview film.
- One 60-second teaser video.
- Twelve vertical FAQ videos, each lasting approximately 30–60 seconds.
The result was a flexible bank of video content that could support different communication needs, from introducing the proposed development to answering specific questions raised by local residents.
For Square Daisy, the project is a great example of how creative video production and strategic content planning can work together to make complicated information easier to communicate.
Rather than producing one video and expecting it to reach everyone, we created a series of connected assets that gave different audiences the information they needed, in a format suited to how they were likely to consume it.
Need to communicate something complicated?
Whether you’re explaining a proposed development, introducing a new service or helping customers understand a complex subject, we can help you turn detailed information into clear, engaging video content.
Get in touch with Square Daisy to discuss your project or book a 15 minute discovery call with our team to find out how we can help with your development project!
