Capturing Heritage: Mike Makhudu and The Crescent

Project Overview

At ThinkStory, we believe that great businesses tell great stories. For this project, we collaborated with Barrow Construction to produce a video that looked beyond the bricks and mortar of their new development. The focus was on The Crescent building in Bryanston and the people behind it, specifically Mike Makhudu, one of Barrow’s Contracts Directors. This was a brand-building exercise designed to capture the spirit of the company and the dedication that goes into their developments.

The Objective

Barrow Construction was preparing to fill The Crescent with new tenants. They needed a way to communicate the overall vibe, look, and feel of the space to prospective occupants. However, the goal went deeper than simple lead generation. Barrow wanted to create a piece of content that would stand the test of time - something they could look back on in the future.

The challenge was to weave two narratives together: the technical development of a modern building and the human story of Mike’s influence and experience within the company. We needed to explain the thought process behind the development while highlighting the heritage and expertise that Mike brings to his role.

Our Approach

We approached this as a corporate storytelling project, focusing on authenticity rather than a hard sales pitch. We sat down with Mike to film an interview that explored his origins and how he got started in the industry. By letting Mike share his personal journey, we were able to shed light on the culture inside Barrow and the passion that drives their projects.

‍

To support his narrative, we captured footage of The Crescent that illustrated the construction quality and the environment awaiting new tenants. We used video production techniques  that allowed viewers to visualise themselves in the space. The result was a film that balanced the "what" (the building) with the "who" and "why" (Mike and the Barrow legacy), creating a connection that static images simply cannot achieve.

Results and Impact

The final video served a dual purpose effectively. For the marketing team, it provided a rich asset to share with potential tenants, offering them a clear idea of what the building represents and the care taken during its construction.

More importantly, it succeeded as a piece of brand history. By documenting Mike’s story and his perspective on The Crescent, we created a lasting record of his contribution to the firm. It moved beyond a transactional piece of content and became a celebration of the company’s values, helping Barrow communicate their commitment to quality and their people.

Looking Forward

This project reinforced the power of video marketing  in the property sector. As Barrow Construction continues to develop iconic spaces across Johannesburg, they now have a template for sharing the stories behind their buildings. The film stands as a testament to their work at The Crescent, ensuring that the passion and planning that went into the project remain visible long after the construction dust has settled.