Who we're talking to, and what to film

The ads aim at a person.
The algorithm finds them.

We never target settings. We build every piece of content for one of three people below, and the platform matches it to more people like them. The avatar is the single most important creative decision in every video, photo, and script. Everything shot tomorrow should be traceable to one of these three.

Avatar A

The Grown-Out Family

"We love this house. We just ran out of it."

Who

35 to 50, established, kids arrived or growing. Attached to the lot, the street, the schools. They have considered moving and don't want to.

The job

Major addition, second storey, whole-home renovation.

Their fear

A chaotic, over-budget, months-late reno that wrecks family life while they live inside it.

Belief to shift

They think the risk is overpaying. The real risk is a mismanaged build. The cheapest quote is the most expensive mistake.

Say this

"Outgrown the house you love." "You don't have to move. You have to build on what you own." "Full renovations and additions."

Film for them

Transformation arcs: demo through craft through reveal, one house, one story
The calm, managed jobsite. Protection up, clean site, clear schedule
Homeowner voice: why they stayed instead of selling

Avatar B

The Forever-Home Builder

"This is the one we do right."

Who

45 to 65, equity-rich, peak earning or empty-nesting. Years of collected ideas. Building or gutting the home they'll retire in.

The job

Custom home or full gut renovation.

Their fear

The biggest cheque of their life going to someone who cuts corners. Being one job on a volume builder's board.

Belief to shift

Premium price needs a visible reason. The reason is the process: the trades, the details, the communication. Show it, don't claim it.

Say this

"We don't chase volume." "Herringbone has a special way of exposing shortcuts. We don't take them." "The details you'll never see are the ones that matter."

Film for them

Craft macros: hands, tools, tolerances. The stuff a volume builder never shows
Luca on camera: name, face, standards. The family crew
The trades: why his quote includes specialists, not whoever answered the phone

Avatar C

The Suite Builder launches after A and B

"Aging parents, adult kids, or income. Same answer: build the suite."

Who

Homeowner adding a garden suite, basement suite, or legal second unit for family or rental income.

The job

ADU, garden suite, legal multi-unit conversion.

Their fear

Permits, zoning, doing it wrong. "Looks finished" is not the same as "legal."

Belief to shift

Ontario zoning now allows this almost everywhere. Design, permits, and build can be one accountable company.

Say this

"Looks good doesn't mean code compliance." "We handle design, permits, build."

Film for them

Education pieces: what makes a suite legal, what an inspection catches
The conversion arc: framing, fire separation, finished unit walkthrough
Already banked: the code-compliance reel from the three-unit conversion

Tomorrow's Shoot

The 180-Year House

A century home, renovated over and over for 180 years, layers of additions. The scope said sister the joists. Then the subfloor came up and the structure underneath told a different story: beams needed under the joists from the basement, everything sistered level, new plywood, a straight base worthy of hardwood. This is an Avatar A story carried by Avatar B proof.

Why this story sells

Every homeowner who has outgrown a house they love is afraid of exactly one thing: what happens when the walls open and the surprises start. Most builders hide that moment. Tomorrow we film it. A builder who shows the moment nobody can quote for, explains it plainly, and fixes it properly is the only honest answer to "why are you more expensive."

"We quoted sistering the joists. Then we opened the floor."

That sentence is the whole campaign. Trust is built at the moment things go wrong, and this house hands us that moment on camera.

The Archaeology

180 years, layers of renovations, read from what came out of the floor. If the homeowner has old photos, even one black and white shot, we open on it and land on today. History is a scroll-stopper no competitor can fake.

Avatar A

The Honest Change Order

The scope was sistering. The floor said otherwise. Walk the viewer through what was found, what it means, and what doing it right costs in effort. The fear killer for every burned homeowner watching.

Avatar A

What Level Actually Takes

Beams up from the basement, joists sistered true, new plywood. Structure content is deeply satisfying to watch and it is proof, not claim. End on the level laid across the new subfloor: no gap.

Avatar B

Why My Quote Includes Her

The collab angle. Luca introduces his hardwood specialist while she works. The cheapest quote hires whoever answers the phone. His quote includes people who have mastered one thing.

Avatar B

Hardwood Hides Nothing

The herringbone sequel. Every dip in a subfloor shows up in the floor you walk on for forty years. That is why the structure came first. Craft macros of the install over the corrected base.

Avatar B

The Homeowner's Why

If they're willing, twenty seconds: why they stayed and renovated instead of selling a 180-year-old home. That is Avatar A's exact decision, spoken by someone who already made it.

Avatar A

Scripts

On-Camera Scripts

Written for Luca's voice. Hooks are filmed as separate takes, three seconds each, so we can test openings later without reshooting the body. Read natural, not word-perfect.

Script 1: The Century Home

Avatar A · ~35s · shoot on site

Hook takes (film all four)

H1"This house is 180 years old. And it just told us everything it's been through."

H2"We quoted this job as sistering the joists. Then we opened the floor."

H3"Under this floor we found 180 years of other people's renovations."

H4"The most expensive part of a renovation is what nobody can see when they quote it."

"This home has been renovated over and over since before Canada was a country. Our scope was simple: sister the joists, new subfloor, new hardwood."

[b-roll: old subfloor coming up, what was found underneath]

"Then we opened it up. The structure underneath needed real help. So we beamed it up from the basement, sistered everything level, and laid a new subfloor that's straight and true."

[b-roll: beam work, level across the new plywood]

"Nobody can quote for what they can't see. What matters is what your builder does when they find it. If you've outgrown the house you love, and you want it done honestly, we should talk."

Script 2: The Specialist

Avatar B · ~30s · with the flooring specialist

Hook takes (film all three)

H1"Hardwood hides nothing. Every dip in your subfloor shows up in your floor for forty years."

H2"Want to know why one quote is cheaper than another? Ask who's actually doing the work."

H3"I don't chase volume. I hire people who've mastered one thing."

"This is [name]. She does one thing: hardwood. She's laid more floors than anyone I know, and she won't put a board down on a base that isn't right."

[b-roll: her hands, the install, racking the boards]

"That's why we rebuilt the structure under this floor before she ever showed up. The cheapest quote hires whoever answers the phone. My quote includes her."

"If you're building the home you plan to keep, that difference is everything. Campoli Custom Builds."

Script 3: The Legal Suite

Avatar C · ~30s · bank it if the location doesn't fit

Hook takes

H1"You're allowed to build a second unit on your property now. Most people have no idea."

H2"A finished basement and a legal suite are not the same thing."

"Ontario changed the rules. Garden suites, basement suites, second units: on most lots, you can build one as of right."

"The catch is the word legal. Fire separation, ceiling heights, egress, permits. Looks good doesn't mean code compliance."

"We handle design, permits, and build as one company. If you've got parents aging, kids staying, or a mortgage that could use the help, we should talk."

Shoot Day

The Checklist For Spade

The difference between content and ad-ready content is coverage discipline. This list is the ask.

Vertical masters, 9:16, plus room to crop 1:1
Lav mic on Luca. His delivery is already there, the audio has to match
Hooks as separate takes, 3 seconds each, every alternate on the sheet
2 seconds of clean tail after every read for the end card
Wide, mid, tight on every beat. Macros of hands, tools, boards, the level
The before-state: dips, old subfloor, what came out of the floor
The basement beam work, even if it's already in: shoot it as it stands
Homeowner on camera if willing, twenty seconds is plenty
Any archival photos of the house the homeowner can share
Deliver raws and masters, not only the edits, from this shoot forward
Book the finished-reveal shoot for the Tottenham main floor while scheduling

Live Notes

Working Board

Everything on this tab is a working surface: every gold-dashed field is editable and saves automatically in this browser. Idea cards carry their own note lines, scripts sit below mapped by avatar, and the image library at the bottom is the current asset pool. Click any image to view it full size.

Saved

The Century Home

Idea Bank For Tomorrow

The six angles from the strategy tab, here as work items. Add takes, kills, and additions under each while the call runs.

01 · AVATAR A

The Archaeology

180 years read from what came out of the floor. Open on an archival photo if the homeowner has one, land on today.

02 · AVATAR A

The Honest Change Order

"We quoted sistering. Then we opened the floor." What was found, what it means, what doing it right takes.

03 · AVATAR B

What Level Actually Takes

Beams from the basement up, joists sistered true, new plywood. End on the level across the new subfloor: no gap.

04 · AVATAR B

Why My Quote Includes Her

The collab. Luca introduces the hardwood specialist while she works. Cheapest quotes hire whoever answers the phone.

05 · AVATAR B

Hardwood Hides Nothing

The herringbone sequel. Every dip in a subfloor shows up in the floor for forty years. Craft macros over the corrected base.

06 · AVATAR A

The Homeowner's Why

Twenty seconds on why they stayed and renovated a 180-year-old home instead of selling. Avatar A's exact decision, spoken.

Script Bank

More Scripts, Mapped By Avatar

Beyond the three shoot scripts on the strategy tab. Bank these for tomorrow if time allows, or for the next shoot. Each has a note line for changes agreed on the call.

The Real Cost of Moving

Avatar A · ~30s · any location

Hooks

H1"Before you call a realtor, do this math with me."

H2"You don't need a new house. You need more house."

"Selling means realtor fees, land transfer tax, moving costs, and giving up the street your kids grew up on. And after all that, you're in a house someone else designed."

"An addition or a second storey builds the space you actually need, on the lot you already love. The math surprises people. The neighbourhood staying the same is the part money can't buy."

"If you've outgrown the house you love, we should talk before the for-sale sign goes up."

Living Through It

Avatar A · ~30s · on an active, clean site

Hooks

H1"The reason people are scared to renovate isn't the money."

H2"Here's what living through a renovation looks like when it's run properly."

"It's the chaos. Strangers in the house, dust in the kitchen, a schedule nobody believes. That fear is earned. Most sites run that way."

[b-roll: dust walls up, floor protection, tidy site, schedule on the wall]

"Ours don't. Sealed dust walls, protected floors, one point of contact, and a schedule you can hold us to. Your family keeps living while we work."

"That's the difference between surviving a renovation and watching one happen."

What I Look For Before I Quote

Avatar B · ~35s · walkthrough style

Hooks

H1"Most quotes are guesses. Here's what a real one takes."

H2"When a quote comes in low, this is usually what's missing."

"Before I put a number on a project, I need to know what the house is hiding. Structure. Mechanicals. What the last renovation buried."

[b-roll: Luca inspecting, flashlight in the basement, notes]

"A quote that skips this step isn't cheaper. It's just wrong, and you find out mid-build when it can't be unfound."

"When my number lands on your table, it means something. That's the point of it."

We Say No A Lot

Avatar B · ~25s · direct to camera

Hooks

H1"We turn down most of the projects we're offered."

H2"Volume is how corners get cut."

"We run a small number of builds at a time, and I'm on every one of them. That's not a limitation. It's the whole model."

"A builder juggling fifteen jobs isn't watching yours. When we take your project, it gets the thing money usually can't buy on a jobsite: attention."

"If that's the kind of build you want, we should talk."

The In-Law Suite

Avatar C · ~30s · bank for C launch

Hooks

H1"Mom shouldn't need a highway to visit her grandkids."

H2"Aging parents. Adult kids. One answer, one permit."

"A legal suite puts family close without giving up anyone's privacy. Their own kitchen, their own door, your backyard."

"Ontario's rules changed. On most lots you can build one as of right. The hard part isn't permission anymore, it's doing it legally: fire separation, egress, ceiling heights, permits."

"We handle design, permits, and build as one company. If your family's getting bigger in both directions, we should talk."

Hook Bank