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Overview
Focus
Clearly state:
The brand name
The product/range/drop being launched
The purpose of this campaign (launch / reposition / seasonal drop)
Keep it factual and tight.
Example structure:
This campaign launches ________, a ________ designed for ________.
Desired Campaign Outcome
Establish a distinct cinematic brand universe for BRAND
Naturally feature the products/collection inside of aspirational, yet relatable character moments and scenes naturally, rather than showing products overtly in traditional photography formats that “feel” like ads.
Leverage 3 creative video content formats to produce a content series that feel like scenes or snippets from an ongoing story — something audiences want to revisit and tune in for. (The formats are “Micro-films”, “Vignettes” and “Video Lookbooks”.)
Execute a Tease → Unveil → Sustain rollout for the campaign’s content, maximizing organic engagement
Campaign Concept
One sentence.
The distilled idea of the campaign.
Structure:
“This campaign explores ______ through ______.”
No storytelling.
No fluff.
Just the core direction.
Synopsis / Narrative
If narrative-driven:
Brief paragraph describing:
The storyline
The central moment
The “point” or payoff
If not narrative:
Describe the repeated scenario or core thematic idea.
Also include:
Rules of the world:
What is normal here?
What tone governs behavior?
What is exaggerated or stylized?
Positioning
This clarifies how the campaign positions the product.
Include:
This campaign is for:
It rejects:
It positions the product as:
Define:
Cultural stance
Energy
Aspirational identity
Not demographics.
Identity.
Cultural Lens
Reference the cultural influences shaping this world.
Examples:
Film references
Era references
Subculture references
Geographic aesthetic references
Explain:
Why these references support the concept.
Keep it 1–2 short paragraphs max.
Emotional Tone
List 5–8 words.
What should this campaign make people feel?
Examples:
Controlled
Seductive
Dangerous
Playful
Untouchable
Short and precise.
Color & Tone
(Visual aesthetic philosophy.) Define:
Palette:
Warm? Cool? Muted? Saturated?
Contrast:
Soft? Harsh?
Temperature:
Golden-hour? Night-driven?
Texture:
Grainy? Glossy? Polished? Raw?
This locks the visual identity.
Cinematic Language
Composition:
Symmetrical? Off-center? Intimate? Distant?
Lighting Philosophy:
Natural light? Controlled studio? High contrast? Low-key?
Camera and lenses:
Literal camera and lenses and why.
Camera Movement/Technique:
Still? Handheld? Slow drift?
Locations / Environment
List and describe the primary, and other environments.
Could mention:
Types of spaces
Indoor vs outdoor logic
Architectural tone
Geographic illusion if needed
Talent
Characters:
List and describe all the characters/talent.
Looks
Age
Archetype
etc
Performance:
Acting style
Facial expression energy
Movement tempo
Emotional restraint vs exaggeration
Performance
Young, stylish, culturally aware.
Mixed casting.
18–26.
Male driver + 2 female and 1 male passenger.
Effortless presence.
Energy is relaxed, playful, natural — like jumping into your friend’s car and chatting shit.
No overacting. No forced swagger.
Wardrobe / Products
Define:
Styling tone
How wardrobe supports positioning
How product is integrated
Product should feel native to the world — not inserted.
Props / Objects
List key objects.
Explain:
Why each object belongs in this world.
Nothing random.
Colors & Textures
Clarify:
Material textures
Fabric types
Surface finishes
Environmental tones
Make sure physical elements align with the earlier Colour World.
Editing
Define editing style, rhythm and direction.
Slow and lingering?
Sharp and punchy?
Fragmented?
Narrative-driven?
This supports emotion.
Titles
If applicable:
Font style
Placement
Minimal vs bold
Motion treatment
Color Grading
Reinforce earlier Colour & Textures section.
Clarify:
Final mood
Filmic inspiration
Highlight / shadow behavior
Music
Define:
Genre
Era influence
Instrumentation style
Energy level
Music must reinforce emotional tone.
Sonic Atmosphere
Optional but powerful.
Ambient sounds?
Silence?
Texture sounds?
Engine? Wind? Footsteps?
Adds immersion.
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)
