JAPM manages property development and construction projects across Sydney. The work speaks for itself on site. Online it barely spoke at all. Ten months on, they run a steady video channel, a shoot system their own team works to, and a website that opens on a film we cut.
JAPM is a family-led firm run by Michael Malak, with Nicola Malak heading project management and marketing. Live projects at Wahroonga, Penrith, Austral and the ESQ development were being filmed on a phone and a small drone, and most of that footage was sitting unused.
Within the first month three problems were clear. There was no plan for what to film or why, so each shoot was improvised and footage came back missing the shots an edit needs. There was no content mix, so every video tried to do every job at once. And a rebrand and new website were weeks away with nothing ready to put on them.
One constraint shaped all of it. We are in Bengaluru, the sites are in Sydney, and the person holding the camera was Nicola, who also runs the projects.
Instead of one kind of video trying to do everything, we split the output three ways.
We also pulled a positioning line out of the footage itself. Across every site what stood out was the track record and how steadily they deliver, so the work leans on reliability rather than flash. Research on competing Sydney and Melbourne project managers confirmed the gap.
In April JAPM liked the Construction Insights series enough to widen it into Project Insights, covering development as well as construction. We carried the existing episodes across and set the design cards to match: white for construction topics, blue for development.
We cannot stand on site, so the direction had to travel. We wrote a printable handbook for every JAPM site visit, built around the gear the team already owned rather than kit they would have to buy.
Nicola, or any videographer JAPM hires, can pick it up and come back with usable coverage. After each shoot, whatever Nicola reports back goes into the next revision, so the handbook gets more accurate the more it is used.
Most of JAPM's videos sit on technical ground: development applications, value engineering, design variations, defects, handover. Getting a definition slightly wrong would cost them more credibility than a rough cut ever would.
So every on-screen definition and caption goes through a shared review document before anything is published. Michael and the team sign off the wording first. It is slower than writing captions ourselves, and it is the reason none of this reads like it was written by a video company.
For the website launch JAPM needed a hero video: the first thing anyone sees on the homepage, running on loop behind the headline.
It took several versions. We opened it harder, brought the team on screen rather than only the buildings, and used AI upscaling to rescue drone footage that had been shot at too low a resolution to use.
Then the part nobody sees. A hero video that stalls the homepage is worse than no hero video, so the final cut was compressed from 75 MB to under 10 MB with the quality holding, and delivered as a seamless loop.
Every one of them shot in Sydney by JAPM's own team, planned and cut from Bengaluru.
| Video | Format | Site |
|---|---|---|
| Penrith concrete pour | Project Update | Penrith |
| ESQ pour, with builder interview | Short | ESQ |
| Website launch video | Website | Multiple |
| Avoiding defects at handover | FAQ | ESQ |
| Seamless handover | FAQ | ESQ display suite |
| Handling design changes | FAQ | Multiple |
| ESQ Stage 4 update | Project Update | ESQ |
| Website hero video | Website, loopable | Multiple |
| DA and value engineering explainer | Construction Insights | Austral |
| Managing risk at Austral | FAQ reel | Austral |
| Austral update | Project Update | Austral |
| Display suite: kitchen and bath | Construction Insights, 2 episodes | ESQ display suite |
| Introduction episode | Construction Insights | Multiple |
| Wahroonga groundbreaking | Project Update | Wahroonga |
| First FAQ reel | FAQ reel | Multiple |
Alongside the films: the site-shoot handbook and its interview questionnaires, a shared caption and text review document, and a content pipeline tracking every piece from shoot to post. Safety briefing and project completion films are in production.
What started as editing a few site videos turned into JAPM's content strategy, its shoot system, and the film its website opens on. They now publish across LinkedIn and Instagram from footage their own team shoots to our handbook.
The most useful thing we learned is also the least glamorous. The best-performing post on JAPM's LinkedIn page is the Seamless Handover FAQ, a single static talking-head shot of Michael in a display suite. No drone, no music bed, no motion graphics. A plain answer to a real client question beat everything with production value on it.
In mid 2026 JAPM invited us to their Kingsgrove office to plan communications for the year ahead.
Your team shoots to a plan we write. We finish it overnight.
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