Shooting with Razo – How to show something intangible?
It’s always a pleasure to get over to St Kitts, “The island”, with good memories of hikes and hot days cruising around with my brother in his old Hawaiian blue landrover, Beatrice . Fun aside, this time I was back here to work once again with Razo Construction. A firm putting up some of the nicest developments on the Island, and certainly the nicest houses I’d ever set foot in. I was last over working with Razo in November 15’ when I had the pleasure to be asked to showcase their homes to prospective buyers. This time I was told, they really wanted to ramp things up and show to their customers what they were really capable of.
At the front of Razo is David. Somewhere between the early morning podcasts of “fearless motivation” played on this phone in the truck and evenings seating me down to watching Tony Robin’s, “I am not your guru” I never ceased to get some serious motivation from david. He is an absolutely focused on his vision in St. Kitts and how his team should approach work. His unwavering energy and positivity was so contagious, and over the next week I found out just why he and his team were getting on so well; ethic. It was all in the company ethic.
Razo’s ethic was simple; passion and positive influence. For this underpinned every single thing that they did and they way they went about it. I felt uncomfortable with this initially, like it was some great catchphrase that was a little contrived and manufactured to give a swish line to a swanky video. Surely building nice houses was as simple as hard work and nice materials I thought. I was about to get seriously schooled, motivated and inspired at the same time.
This formed one of the biggest challenges for me; conveying that was Razo was so, so much more than bricks and mortar. Hell, it was an ethic that surrounded everything the company did. My biggest insight of this came during an early Monday morning group meeting which kicked off with a compilation of Tony Robins motivation quotes blared across a warehouse floor to the whole crew. This quickly developed into the staff each being told to give each other a hug, and tell one another they were great, important and respected. I was bemused, but I quickly discovered that this stuff wasn’t a show, and it really worked. It left the crew inspired and motivated to crush the day. I had to capture the essence of this, for if I could put a prospective buyer where I was standing there and then, they would surely commission these guys to build their dream home. This formed the base for the concept, to showcase the beauty of the homes, but to truly capture the essence of the team; for it was them which I felt differentiated Razo.
The second biggest challenge was the elements. On site it was mainly the dust and sea air, always working to clog up lenses, – god forbid you wanted to change lenses and leave the sensor exposed for more than a moment. The weather on St Kitts has an uncanny knack of conspiring to change at just the right time to cloud up the sky or dump water on a clean and dry patio at just the wrong time. As they say in St. Kitts, if the weather isn’t how you want it to be… just wait 15 minutes.
The week saw shoots across 5 sites, and interviews with 3 of the senior team. We also shot exclusively on a new development called The Sanctuary which we would cut a specific sales video for. I really hope I was not only able to capture the beauty of their homes, but capture the essence of team, and showcase to their customer who they really are.
It’s been great fun, with great hospitality. I eagerly look forward to my third trip out to work with them, an awesome bunch of people that are doing a lot more than just building nice homes.