award of merit
madison@mdznstudio.com
Riddle Construction builds custom luxury homes on the Oregon Coast and in the Willamette Valley. They're exceptional at what they do — and they had an engaged Instagram following to match. But with 3,500 followers and content that hadn't yet found its platform voice, there was a clear opportunity to let the craftsmanship reach the audience it deserved.
MDZN Studio came on as a monthly retainer partner handling everything: strategy, production, and publishing. The creative idea was simple — meet people where they already are on Instagram, and let the work speak for itself in the language of the platform.
That meant three very different kinds of videos. A hook-driven reveal of a hidden office tucked behind cabinetry that blends seamlessly into the wall — the kind of thing that stops a scroll cold. An on-camera explainer with Mike, the founder, walking through a feature mid-build — real, approachable, optimized for Reels. And a comedic edit of footage Mike had already filmed, leaning into social trends to show a luxury builder doesn't have to take itself too seriously.
Three content pillars. One consistent client. Wildly different executions.
The results didn't take long. Views increased over 75%. Reels engagement jumped over 50%. Total views surpassed 35,400 across the series, with each video clearing 10,000 views — on an account with 3,500 followers. The content directly drove 50 new followers, but more importantly, it proved that the right creative approach can make a small account punch way above its weight.
