Capture Projects
A fit-out company that publishes like the spaces it delivers.
The Brief
Capture Projects delivers premium commercial fit-outs across the Sydney CBD and metro. Yousef Al Nashy runs it as a structured, project-managed operation, with architectural design, engineering approvals, build and handover held under one roof rather than passed along a chain. There is a Master Builders Award on the wall. The five steps published on their site (initial consultation, project design, quoting, build and fitout, handover) describe how the business actually works, and they are the reason a client hands over a whole tenancy and goes back to running their own company. The gap sat between the standard of the delivered space and the record of it. Fit-outs were finished, handed over, and then went unseen by anyone who had not been in the building. A business owner deciding who to trust with a floor had no way to see how a space had been resolved, or who would be managing the programme once the money was committed.
What We Built
- On site photography and film of completed fit-outs
- Carousel content engine
- Copywriting and captions
- Publishing across Instagram, Facebook and LinkedIn
- On-site photography and film of completed fit-outs across the Sydney CBD and metro.
- A carousel engine, each set built around a single design decision from the job.
- Founder-fronted film with Yousef Al Nashy, shot in the delivered spaces.
- Copywriting and captions written per platform off the shoot library.
- Publishing across Instagram, Facebook and LinkedIn.
- A running shoot library that the content calendar is built from.
How It Runs
Everything starts with the shoot. We go on site to completed fit-outs, photograph and film the finished space properly, and only then build the publishing calendar out of that library. The order matters more than it looks. A calendar built first creates a monthly demand for images that a live job cannot always meet on schedule, and the shortfall gets filled with a stock photo. Working the other way round means every post is a room Capture actually delivered, in a tenancy they actually handed over, and the calendar bends around the work instead of the work bending around the calendar.
Each carousel argues one design decision, not a gallery of the whole job and not a specification dump. The decision is taken from what the job genuinely required, and it gets explained in plain language a tenant or an owner can use. That single constraint keeps the feed from becoming a scroll of handsome rooms that blur together by the third one. Someone who learns something from one carousel has a reason to open the next, and after a handful of them they have a working picture of how Capture thinks about a space.
Yousef fronts the work on camera. When a client is handing over an entire tenancy and a programme they cannot afford to have slip, the person managing that job is the product, and a logo will not carry it. So the founder is in the film, standing in a space he delivered and talking about what it took to get there. That choice disciplines the writing as much as the filming, because you cannot stand a founder in front of a camera on his own job and have him claim something the work does not support.
One shoot library feeds three platforms, and each one is read in a different frame of mind. Instagram carries the visual proof and the carousel argument. LinkedIn gets read in work mode by the person who signs off on a fit-out, so the caption there leads with the decision and the scope rather than the reveal, and Facebook holds the local record for anyone checking whether Capture is real and nearby. Captions are written per platform off the same shoot, because one photograph is answering a different question depending on who opened the app and why.
The language on their site sets the language in the feed. Their hero leads on design and commercial transformation, and the five steps beneath it are the real spine of the operation, so the captions use that spine. A post about a handover says handover. A post touching engineering approvals sits where approvals sit in the process rather than somewhere vaguer, so someone who meets Capture on Instagram and then lands on the site reads one company instead of two, and the under-one-roof claim gets proved post by post.
Where It Landed
- A photographic and film record of Capture's own finished spaces now exists, and it grows every time a job is handed over. Nothing published is borrowed, so the proof compounds across the year instead of resetting every month.
- The feed teaches rather than announces. Each carousel leaves a business owner holding one design decision they actually understand, which earns a different kind of credibility to a gallery of finished rooms.
- Yousef is visible in his own market. The person who would manage the tenancy is the person a prospect meets first, on Instagram, on LinkedIn and on Facebook, before any call happens.
- Publishing runs off a library rather than a scramble. One completed fit-out now becomes weeks of content without a fresh production problem attached to every slot in the calendar.