Overview
Focus
Launch TapLab's full rashguard range as a single cohesive campaign.
Jiu-jitsu is taken off the mat and placed inside unexpected environments, each colour-matched to the rashguard it features.
Desired Campaign Outcome
Establish a distinct cinematic brand universe for TapLab — dreamlike, colour-forward, playful.
Feature the 4 rashguard/outift colour options inside of matching environments. (Environment-as-product-pairing: every scene is built around the rashguard it was made for.)
Leverage 3 creative video content formats to produce video assets that feel cohesive and build a "world" around the product range. (The formats are “Micro-films”, “Vignettes” and “Video Lookbooks”, examples of the formats are at the bottom of the treatment.)
Execute a Tease → Unveil → Sustain rollout for the campaign’s content, maximizing organic engagement
Campaign Concept
Colourful TapLab rashguards worn by jiu-jitsu athletes in dreamlike, colour-matched Cape Town environments (not in a gym or on BJJ mats).
Magical realism by way of no-gi BJJ.
Synopsis / Narrative
Awakenening the inner child - "rolling" in unexpected, dream-like environments.
The scenes are not explained to the audience.
The athletes are positioned inside of well composed frames inside of each dream-like, colour-matching space.
They pose, tap out their training partner, and showcase the products aesthetically.
Each scene is plausible, yet slightly too perfect at the same time — unexpected, aesthetically pleasing locations, with athletes featuring the colour-matching outfits.
CLOUD 9
Sky-blue and white rashguard in a beach environment, with blue ocean and sky, and white sand.
BLACKOUT
Black and white rashguard in an urban street environment that matches the colour scheme, potentially with a mural on the wall.
SAILOR
Green and white rashguard in a green environment — Grassy field, or botanical garden.
POWER HOUR
Pink checker rashguard in a matching floaral environment.
Positioning
The campaign personifies the playful, expressive, slightly unreal vibe that comes with TapLab's products.
Made for the mat scientist who keeps a sense of humour.
It's BJJ stripped of its darker, more serious, aggressive, typical "sports" visual marketing style.
Cultural Lens
Magical realism. Fashion editorial stills. Colour-forward cinema. BJJ portraits without grit.
Alice in wonderland.
Emotional Tone
Dreamy. Playful. Saturated. Still. Sunlit. Whimsical. Defiant.
Color & Tone
Each scene is built around a single "hero" colour lifted directly from its rashguard.
The colour lives in both wardrobe and environment so the rashguard reads as part of the world.
Across all four: saturated, clean, filmic — not filtered. Highlights warm, shadows held, skin tones true.
Cinematic Language
All content is filmed vertically (9:16) for Instagram.
Composition:
Symmetrical, centered characters inside of static compositions. Wide and medium shots primarily, with close ups for showing product details (in video lookbooks.)
Lighting Philosophy:
Natural morning light to capture colours as vibrant and dreamlike.
Camera and lenses:
Fuji XT-30 with 18-55 lens.
Camera Movement/Technique:
Static compositions. All movement comes from the athletes/characters or the environment itself. (Trees blowing in the wind, the waves of the ocean in the background.)
Locations / Environment
CLOUD 9 - Clifton beach (white sand and blue ocean and sky environment.
BLACKOUT - Urban/street environment. Potentially with a graffiti mural. Potentially a skate park.
SAILOR - Grassy/Forested, natural green environment. Multiple options available, Kirstenbosch gardens, Newlands forest, etc.
POWER HOUR - Location with prominent pink flowers. Kirstenbosch gardens. Arderne Gardens. Or bougainvillea flower locations in the city.
Talent
Characters:
2-4 BJJ athletes. Ideally 2 male and 2 female (in order to have multiple training partner pairs per each environment.)
Performance:
Natural, content, having fun in the environments.
Performing simple submissions from primary positions for specific scenes.
Wardrobe / Products
TapLab product range (full rashguard and shorts range).
Props / Objects
None. The focus is on the athletes, the products they are wearing, and the "dream-like" colour matching environments.
Optional props could be BJJ finger tape, etc.
Colors & Textures
Close ups of rashguard details and textures.
Natrual environments each bring their own "texture" to each scene.
Editing
Vignettes:
Short 5-15 second static scenes, showing the athletes/products inside of the environments performing a simple submission.
2 athletes in a BJJ position (rear naked choke, armbar position, heel hook, etc.)
Submits the opponent and gets the tap. (The submission is held in frame with no rolling action; the tap is the single kinetic beat.)
Logo reveal.
Video Lookbooks: (Example to the right)
Short (5-15 second) clips clearly featuring the products. One athlete, one rashguard, one location per piece.
Static frame with 1 athlete standing upright, wearing the relevant product in the environment.
2–4 close-ups of product details (chest logo, sleeves, graphics front and back, shorts, etc.)
Return to full-body.
Micro-Film:
30-90 second long "primary campaign videos".
Edited compilation of all environments, all products, all athletes, capturing the vibe and concept of the entire campaign.
Potentially 2 edits from the same footage: a hero cut (45–60s) weaving all four scenes with colour-match transitions, and a tighter ad cut (20–30s).
Titles
Titles or text (if any) will emulate the TapLap colours and brand font.
The TapLab logo will be "revealed" at the end of the reels/videos where suitable.
Color Grading
Natural, filmic, high saturation.
Music
Playful, dreamy, fun.
Suggested artist: Pale Jay - https://www.youtube.com/channel/UCDwDZ-4hLY0Nw9aJwbYaCKg
Sonic Atmosphere
Natural ambient sounds relevant to each environment.
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.)
The example videos below are only to help you understand the difference between the 3 formats. Your video assets will be unique for your campaign.
Campaign Micro-Film
(2 Videos)
Typically, a primary "hero" piece, taking place in your brand's world, telling your story and featuring your products. (30-60 seconds)
TapLab's micro-films will simply be a compilation of all 4 environments, thoughtfully edited. Optionally telling the story of "awakening your inner child" with a text slogan to wrap the concept together.
Vignettes
(10 Videos)
Short world-building scenes for teasing your campaign, creating anticipation, and keeping your audience engaged over time. (5-15 seconds)
TapLab's vignettes would include 2 athletes in a finishing position, with an athlete tapping out the other, followed by a logo reveal. (Wearing the correct clothes to colour match the environment.)
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)
TapLab's lookbooks would include one athlete in the frame at a time, centered as above. We could have one male and one female for each environment/colour.
