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Overview
Focus
This campaign focuses on Loskop’s core colourful basics, designed and manufactured in Cape Town using slow-fashion methods.
The purpose of this campaign is to establish a recognizable brand world in which the Loskop girl exists, refining a visual identity for Loskop across social platforms.
Desired Campaign Outcome
Establish a distinct, repeatable Loskop visual world.
Present the clothing inside aspirational, character-driven everyday moments.
Campaign Concept
The Loskop girl goes about her day in the city, exploring bold individuality through everyday rituals that are captured in a cinematic way.
Synopsis / Narrative
Our hero film captures two characters moving through the city with intention and quiet confidence.
Ordinary moments become stylised rituals — commuting, waiting, reading, walking, running, pausing.
The clothing becomes the constant: effortless, colourful, timeless pieces worn by people who feel fully themselves.
Time feels slowed and deliberate.
Characters move with purpose and self-assurance.
Nothing is chaotic or rushed — even movement feels composed.
Positioning
This campaign is for:
People who dress for themselves and enjoy standing out quietly.
It rejects:
Trend-driven fashion content, influencer tropes, fast-fashion energy, overt selling.
It positions the product as:
Timeless, thoughtful pieces for confident individuals who don't depend on trend cycles.
Energy: Composed, intelligent, playful.
Aspirational identity: The person who is always slightly ahead of the room.
Cultural Lens
Classic architectural spaces and sculptural environments elevate “basic” clothing into something iconic — reinforcing the idea that Loskop pieces transcend trend cycles.
Emotional Tone
Confident
Playful
Calm
Elegant
Intentional
Color & Tone
Palette:
Soft pastels + confident colour pops against neutral stone and concrete.
Contrast:
Soft to medium contrast.
Temperature:
Natural daylight / golden daylight.
Texture:
Slight film grain. Clean but not glossy.
Cinematic Language
Composition:
POV style shots of the girls - the camera moves along with them and the girls interact with the camera as if it were another person. Girls moving in and out of the frame.
Lighting Philosophy:
Natural light only. Soft shadows. No dramatic studio lighting.
Camera & lenses:
Fujifilm XT30 Mk II with 18-55mm lens.
Camera Movement / Technique:
Mostly locked-off or slow tracking.
Locations / Environment
St George's Mall in the CBD - Stone architecture, plazas, steps.
Outdoor public spaces dominate - we move into the Company Gardens from the side of St George's Cathedral. These environments create timelessness and remove the content from trend cycles or specific eras.
Talent
2x 18-26 year old females
Self-possessed women
Effortlessly stylish
Calm, observant, purposeful
Not performative, not influencer-coded
Performance
No dialogue
Subtle facial expressions
Controlled, intentional movement
Long strides, poised stillness
Wardrobe / Products
Loskop pieces styled as effortless. Outfits feel like personal uniforms.
Props / Objects
Books
Newspapers
Notebooks
Coffee cups
Sunglasses
Small handbags / folders
Objects suggest routine, intellect, and daily rituals.
Colors & Textures
Stone, marble, concrete, cobblestone.
Matte surfaces. Neutral backgrounds.
Clothing provides the colour contrast.
Editing
Slow, intentional pacing.
Lingering shots.
Moments of stillness balanced with movement.
Additional fragmented micro-cuts of:
Sips coffee
Waits to cross the street
Explores a market stall
Reads a book in the garden
Carrying flowers in the street
Chatting and laughing
Titles
Simple logo reveal.
Minimal and elegant.
Simple sans serif.
Small placement, understated.
Color Grading
Soft filmic grade.
Warm highlights, soft shadows, subtle grain.
Music
Light, rhythmic, optimistic.
Sonic Atmosphere
Footsteps, fabric movement, city ambience, wind.
Subtle and immersive.
Video Assets:
We deliver 20 unique video assets per campaign.
All designed to work together cohesively to strategically tease, unveil and sustain attention over the lifespan of your campaign.
Video Formats Delivered:
We'll deliver your batch of 20 video assets in the following 3 formats:
(Video quantity per format will be flexible, based what we think is best for your campaign.)
Campaign Micro-Film
(2 Videos)
Your primary "hero" piece, taking place in your brand's world, telling your story and featuring your products. (30-60 seconds)
Vignettes
(10 Videos)
Short world-building scenes for teasing your campaign, creating anticipation, and keeping your audience engaged over time. (5-15 seconds)
Lookbooks
(8 Videos)
A scroll-stopping, modern way to feature your outfits on social, within the campaign world, without breaking character. (Short reels or carousels with multiple outfits)
Next Steps:
The next step is to send us a message with your feedback, or approval of this treatment. Once approved, we move into the pre-production stage, and will send over your Pre-Production Package for your approval, covering all the logistical details for your production.
Thank you!
