For construction & builders
Show the work. Win the bigger job.
City, state, and government agencies — and the private owners writing the biggest checks — award work to the firms that can prove scale. We capture your completed projects, your build-out over time, and the video your sales team needs, then run the social program that keeps you in front of the next buyer.
Trusted by leading regional and global brands
Why it matters
Selection committees buy confidence.
Your team already builds at the level required. The gap is usually the evidence — the imagery, the film, and the story that shows a public agency or corporate buyer you have done this exact kind of work before.
Prove scale to public and private buyers
City, state, and government selection committees are comparing you to firms they already know. Real imagery of finished work — aerial scale, structure, and finished interiors — makes your qualifications package look like the safe choice.
Turn every completed job into sales material
One capture day feeds the project sheet, the RFQ response, the website portfolio, the LinkedIn post, and the slides your business development team walks into meetings with.
Stay visible between awards
Owners, developers, and agencies award work to the firms they see building. A running content program keeps your name in front of them while the next bid cycle comes around.
What we do
From grading to steel to ribbon cutting — we capture all of it.
Completed project photography — exterior & interior
Full documentation of the delivered building: exterior elevations, site context, structure, and finished interior spaces. Shot for RFQ packages, project sheets, award submissions, and your portfolio — not snapshots from a superintendent's phone.
- Exterior elevations & site context
- Finished interiors, systems & detail work
- Architectural correction, print + web ready
Aerial photography & video
FAA Part 107 drone coverage that shows the true scale of the job — footprint, sitework, roof systems, parking, and how the project sits in the surrounding area. The single most convincing asset for large public and private buyers.
- Scale & footprint aerials
- Job-site progress from altitude
- 4K cinematic aerial video
Video for LinkedIn & your sales team
Short-form project films and vertical cuts your team can post on LinkedIn, drop into proposals, and send to owners. Plus on-camera interviews with superintendents, PMs, and executives that make the firm feel human.
- Project films & vertical LinkedIn cuts
- Superintendent & executive interviews
- Clips licensed for your sales team's use
Build-out progress over time
Scheduled return visits from grading and site prep through steel, envelope, MEP, and turnover. Progress sets keep the owner informed during construction and become a time-lapse story at delivery.
- Recurring monthly or milestone visits
- Repeatable angles for true progress comparison
- Owner-ready progress reports & delivery recap
Managed social media
We run the accounts: LinkedIn, Instagram, and Facebook. Project reveals, milestone posts, crew spotlights, recruiting content, and award announcements — written, scheduled, and published on a cadence you don't have to manage.
- Managed posting calendar
- Captions, graphics & hashtags
- Recruiting & crew-spotlight content
Qualifications & pursuit material
Designed project sheets, capability brochures, and custom project pages built from our own capture — so your pursuit team stops rebuilding decks from low-resolution job photos.
- Project sheets & capability brochures
- Custom project web pages
- Award & submission packages
Projects we’ve documented
We’ve covered ground-up builds, renovations, and civil work for the teams behind recognizable names.
Recent work
Industrial, retail, public works, and civil.
Commercial — Shell Oil / Harvey Cleary
Completed commercial build documented inside and out for the contractor's project record and business development team.
State parks — Dutch Contracting
Public-sector park construction captured for agency reporting and future bid packages.
City parks — HDR, Inc.
Municipal park and civic improvement work photographed for the design-build team and the city client.
Utility & EV infrastructure — IONNA
Site build-out coverage across utility and charging infrastructure locations.
Retail — Lowe's
Big-box retail construction documented from exterior scale down to finished interior conditions.
Retail — CarMax + Bergman Construction
Ground-up retail build documented from sitework through delivered store.
Erosion control — Watershed Geo
Specialty civil and erosion-control installation captured for a national manufacturer and its installers.
Who this is for
- General contractors & construction managers
- Industrial, energy & utility builders
- Public works, parks & ISD contractors
- Retail & big-box builders
- Civil, sitework & specialty subcontractors
- Design-build & engineering firms
How it runs
- 01
Scope call
We look at your current portfolio, the buyers you're pursuing, and the jobs worth documenting. 30 minutes.
- 02
Site day
Aerial and ground capture scheduled around your crews — badged, insured, and safety-briefed.
- 03
Production
Edited stills, project films, vertical cuts, and project sheets delivered in days.
- 04
Publishing
We post to your channels and hand your sales team a library they can actually use.
The IRL Marketing difference
I market real-life businesses doing real-world work.
I don’t sell abstract brand strategy. I show up on the site, on the floor, and in the field, capture the work you and your crew are actually doing, and turn it into marketing that moves a business outcome — leads, contracts, capital, and revenue you can point to.
Built for real-life businesses
Crews, sites, equipment, patients, product lines. We work in environments where the value is physical and the schedule is real — not studio sets and stock footage.
We highlight the actual work
Your credibility lives in the work itself. We capture it as it happens and produce it into proof buyers, investors, and referral partners can see.
Measured on business outcomes
Every asset has a job: fill the pipeline, shorten the sales cycle, or close the deal. We report on what moved, not on impressions.
Who we work with
Industries where proving ROI on marketing isn’t optional. If your spend has to show up in the pipeline, that’s exactly who we build for.
Who you're working with
Abel Acuña
Founder · IRL Marketing
Abel Acuña is a GTM operator, marketing consultant, and former U.S. Intelligence Officer whose career has moved between three worlds that rarely overlap: national security, high-growth technology, and visual storytelling.
His work behind the camera began at The Hotchkiss School, an international boarding school, where he received recognition at the Kent Film Festival and the Santa Barbara Film Festival. He continued to develop his visual practice at Harvard University, earning corporate recognition from Facebook for his filmmaking.
That foundation in image and narrative carried into marketing and technology. Abel was an international technology co-founder in Korea and an early go-to-market leader at Vanta, Amherst ($16.4B AUM), and KakaoTalk. Over the last decade he has scaled startups from zero, launched products into unfamiliar markets, and helped business units reach their first 100K customers or $50M in new sales.
That operating standard eventually carried into national security, where he supported international clandestine operations — work that demanded exceptional attention to detail, absolute discretion with confidential information, and rapid decision-making in dynamic environments to achieve operational objectives. He remains T/S SCI security clearance capable.
Throughout, Abel built a parallel practice behind the camera. He is an FAA-certified commercial drone pilot — Part 107 (UAV, sUAV, sUAS), License #4747275, carrying $1M+ in flight insurance — and shoots on Sony cinema cameras.
Today he leads IRL Marketing, an outsourced content marketing partner for real-life businesses: healthcare, manufacturers, trades, hospitality, and commercial real estate. Real footage of real operations, no stock and no staging. Still Human. Real Results.
He is a graduate of Harvard University and The Hotchkiss School, with a background in Political Science and the Visual Arts — an education that still shapes how he thinks about persuasion, narrative, and the difference between attention and trust.
Get a Quote
What are you working on?
Tell us a little about your business and we'll build a custom scope.
Your work email
Tell us about the project.
Send the site plan and the timeline. We’ll come back with a capture and production quote built around how you’re actually selling it.