Francisco Arruda shoots racing, automotive, real estate, travel and sports content for brands including Bentley, BMW, Adidas and Hankook. His site has two jobs: convince a brand’s marketing lead to book him, and sell his digital products to the audience already following him.
The challenge
- Video is the work — but video-heavy pages are the easiest way to kill load speed
- Two very different audiences on one site: commercial clients and follower-buyers
- Client logos are the strongest proof he has, and they weren’t being used
- Service lines split across content creation and commercials, needing separation without a second site
What we built
- Full-bleed cinematic hero with autoplaying showreel footage and a single positioning line
- Client logo strip immediately below the fold — Bentley, BMW, Adidas, Hankook, Nanlite, Three20pm
- Tabbed services section splitting Content Creation from Commercials, with four category cards each linking to its own page
- Featured project block pairing a vertical video player with the story behind the shoot
- About section written in first person, with oversized background wordmark typography
- Social proof block showing live follower count and niche
- Dark, near-black design throughout so the imagery carries every page
Digital product store
Product blocks for the LUT packs and wallpaper sets, priced and linked to checkout, positioned after the portfolio so audience visitors convert on the way down. Kept visually consistent with the editorial sections rather than looking like a bolted-on shop.
Performance
Video handled properly — lazy-loaded, poster-framed, compressed and served so the hero starts fast and below-fold media only loads when reached. Heavy imagery served responsively at the right sizes for each breakpoint.
Results
- mobile PageSpeed with video-led design
- Increase in enquiry submissions
