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Case Study · Photo + Video + Meta Ads
A riverside resort in Dunsmuir, California, with almost no content to its name. We built its photo and video library from scratch, then put it to work in its ads.
Where They Started
Cave Springs has riverfront cabins, vintage Airstreams, tall pines and Mt. Shasta on the horizon. What it didn’t have was content. There were no photos of the new stays and no video, so there was nothing to post and nothing to put in an ad.
For a resort that depends on travelers who have never heard of Dunsmuir, that’s a real problem. People book what they can see.
The Vision
Instead of one big shoot, we planned the content in waves, each one filling a gap: first the rooms, then the experience, then every individual stay. Everything was made to be used again on the website, on social and in paid ads.
Photos and video of each room, cabin, Airstream and tiny home.
Lifestyle shoots built on real moments: the river, the lawn, the fire pit.
Vertical and 4:5 cuts, ready for Reels, Stories and ads.
Every piece feeds the website, social and Meta ad campaigns.
What We Built
Over three waves in 2023, we built Cave Springs a full library of photos and videos. Then we kept it working, turning it into ad creative for a year and a half of Meta campaigns.
Wave 01 · Spring 2023
We started with what every listing and post needs: the hotel rooms, the cabins, the pool and the grounds, by day and after dark. Then a lifestyle shoot put real people in the frame, doing the things guests actually come for.
Wave 02 · Summer 2023
Next came six short lifestyle films, each built around a different kind of guest: couples, families, friends, and people who travel with their dogs. Every story was cut in vertical and 4:5, ready to post or run as an ad. Press play on any of them below.
Couples retreat
Family getaway
Bring the dog
Friends trip
Fire pit nights
Pool days
Wave 03 · Fall 2023
Then we filmed a tour of every place to stay: six new mobile cabins, three mobile homes, two Airstreams and a tiny home. Each one got its own vertical video, so travelers could see exactly what they were booking.
4Meta ads
From early 2024 into 2025 we ran Cave Springs' Meta ads in monthly cycles. Each cycle warmed up new travelers with an awareness campaign, then turned them into bookings with sales and retargeting offers: flash sales, seasonal promos, gift cards and weekday deals, all built from the content we shot. Every cycle got a report, and the next one was planned from what worked.
Ad creative we designed
The Outcome
Cave Springs went from having nothing to post to having a library it still uses: photos of every room and stay, lifestyle imagery that sells the experience, and a video for every place to stay.
That library became the fuel for its advertising. In 2024 alone, Meta ads built from this content were seen more than 2.8 million times, reached over 800,000 people and drove 403 bookings tracked back to the ads.
And because it was built as a library, not a one-off, the same photos and footage keep getting re-cut for new seasons, promotions and campaigns.
More Stories
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Two campaigns, five spots: one for students choosing a campus, and one for adults finishing a degree.
A monthly market update and a podcast now past 30 episodes, plus hundreds of listing shoots for his team.
Every one of these started with a conversation. Book a free Discovery Call and we’ll map out where you are and what’s possible next.
