Uploaded October 2014 | Updated September 2026, 1 week ago
When Cuviello Concrete was awarded the contract to polish the floor of the new US Naval Academy Commissary in Annapolis, Maryland, they knew they wanted to document the project. DHG Creative was hired to create a marketing video about the installation. But how do you turn the month long process of grinding a giant concrete slab into an entertaining video? The answer… reality TV. Instead of doing a traditional video with a narrator and typical project footage, DHG took a more dynamic approach and crafted the video to look like a reality television show. The clever approach accomplishes the goals of a marketing video without appearing to be one. Entertaining the audience is key. Viewers are drawn into a series of challenges faced by Cuviello, where the stakes are high and potential trouble lurks around every corner. This builds anticipation and hooks the viewers as they wait for outcomes.
But it is not just the format that makes this video work. It has to have the production value that viewers are accustomed to seeing on television to sell the illusion. POV camera angles, broadcast quality graphics, drone cinematography and time-lapse sequences are some of the tools used to tell the story. Ultimately, Cuviello triumphs, navigating all obstacles en route to a job well done.
Watch the video to see how the reality style genre was leveraged to position Cuviello Concrete as the premiere concrete polishing company as they overcome the hurdles of polishing a 32,000 square foot installation for the US Naval Academy.
Video Produced by
DHG Creative
DHGcreative.com
When Cuviello Concrete was awarded the contract to polish the floor of the new US Naval Academy Commissary in Annapolis, Maryland, they knew they wanted to document the project. DHG Creative was hired to create a marketing video about the installation. But how do you turn the month long process of grinding a giant concrete slab into an entertaining video? The answer… reality TV. Instead of doing a traditional video with a narrator and typical project footage, DHG took a more dynamic approach and crafted the video to look like a reality television show. The clever approach accomplishes the goals of a marketing video without appearing to be one. Entertaining the audience is key. Viewers are drawn into a series of challenges faced by Cuviello, where the stakes are high and potential trouble lurks around every corner. This builds anticipation and hooks the viewers as they wait for outcomes.
But it is not just the format that makes this video work. It has to have the production value that viewers are accustomed to seeing on television to sell the illusion. POV camera angles, broadcast quality graphics, drone cinematography and time-lapse sequences are some of the tools used to tell the story. Ultimately, Cuviello triumphs, navigating all obstacles en route to a job well done.
Watch the video to see how the reality style genre was leveraged to position Cuviello Concrete as the premiere concrete polishing company as they overcome the hurdles of polishing a 32,000 square foot installation for the US Naval Academy.
Video Produced by
DHG Creative
DHGcreative.com
