Campaign brief
One page everyone signs off on before anything is booked.
Goal
Launch a 12-piece holiday capsule (knitwear, satin slip dresses, tailored coats) and drive pre-orders in the first 7 days.
Audience
Women 25–40, city-based, buy fewer but better pieces. Follow slow-fashion and “quiet luxury” creators. Mostly on Instagram; discovering new labels on TikTok.
Deliverables
1 studio day + half-day location: 24 e-com stills, 12 editorial stills, 6 vertical videos (15–30s), BTS clips for Stories.
Moodboard
Shot directions in place of reference photos, so the photographer, stylist and editor all aim at the same look.
Headline type
Quiet Hours
Elegant serif, sentence case
Body type
Pieces made to be worn on repeat, long after the season ends.
Clean sans, small, lots of space
Do
- Natural light, warm white balance
- Negative space for text overlays
- Real movement: walking, sitting, turning
Avoid
- Bright backdrops, heavy retouching
- Busy props or visible logos
- Trending audio that dates the campaign
1-week launch calendar
Instagram + TikTok, posting times in Manila (PHT) and US Eastern (ET). Each post has one job.
| Day | Time | Platform | Format | Content | Job |
|---|---|---|---|---|---|
| Mon | 8 AM PHT / 7 PM ET (Sun) | IG TikTok | Reel / video, 15s | Teaser: hem and hands only, “Quiet Hours. Thursday.” | Curiosity |
| Tue | 8 AM PHT / 7 PM ET | IG | Carousel, 6 slides | Texture close-ups: knit, satin, wool + fabric facts | Quality |
| Tue | All day | Stories | Poll + countdown | “Coat or slip dress first?” + launch countdown sticker | Engagement |
| Wed | 9 AM PHT / 8 PM ET | TikTok IG | BTS video, 25s | Behind the shoot: stylist steaming, model walk test | Trust |
| Thu | 8 AM PHT / 7 PM ET | IG TikTok | Hero Reel + 1:1 post | Launch: full campaign film + hero still, pre-order link | Launch |
| Fri | 8 AM PHT / 7 PM ET | IG | Carousel, 5 slides | “3 ways to wear the camel coat” | Styling |
| Sat | 10 AM PHT / 9 PM ET | TikTok | Video, 20s | Night look: slip dress get-ready, voiceover | Desire |
| Sun | All day | Stories | Q&A + link | Sizing and fabric questions, pre-order reminder | Convert |
Captions
Short, calm, on-brand. Hook first, product in the middle, one clear action at the end.
Some pieces don't need to be loud. Quiet Hours, the holiday capsule. 12 pieces made for the slow part of the season. Thursday, 7 PM ET. Turn on notifications.
Quiet Hours is here. A camel wool coat, satin slip dresses and knits you'll reach for every morning. Made in small runs, built to last well past this season. Pre-order now, link in bio. Ships the first week of December.
One coat, three days. Monday over knitwear. Friday over satin. Sunday with whatever's on the chair. Which one is you? Tell us 1, 2 or 3 below.
Call sheet
Sent 48 hours before the shoot, re-confirmed the night before.
Day 1 · Studio
- Date
- Sat, Nov 14
- General call
- 7:00 AM
- Location
- Daylight studio (address in shared folder), parking on site
- Weather
- Indoor; backup for Day 2 location: Sun, Nov 15
- Nearest hospital
- Listed in shared folder
- Point person
- Production coordinator (on-set, phone on)
| Role | Call |
|---|---|
| Production coordinator | 6:30 AM |
| Photographer + assistant | 7:00 AM |
| Stylist | 7:00 AM |
| Hair & makeup | 7:00 AM |
| Model | 7:30 AM |
| Videographer | 9:00 AM |
Shoot schedule
Looks are grouped by lighting setup so we change the set as few times as possible.
| Time | Block | Looks / shots | Notes |
|---|---|---|---|
| 7:00 – 8:30 | Setup, HMU, steaming | - | Stylist confirms rack against shot list |
| 8:30 – 10:30 | E-com, white cyc | Looks 1–6: front, back, side, detail | 24 stills total across 12 looks |
| 10:30 – 11:00 | Change set | - | Videographer sets up |
| 11:00 – 12:30 | E-com, white cyc | Looks 7–12 | BTS clips for Stories |
| 12:30 – 1:15 | Lunch | - | Back up cards to 2 drives |
| 1:15 – 3:30 | Editorial, window light | Hero coat, texture macros, hands | Golden-hour light at window side |
| 3:30 – 5:00 | Video | Walk, half-turn, get-ready | Vertical 9:16 + one 4:5 crop |
| 5:00 – 5:30 | Wrap | - | Return samples, sign-out sheet |
Production budget
Estimate vs actual, updated the day after the shoot. Placeholder figures in USD.
| Line | Estimate | Actual | Status |
|---|---|---|---|
| Photographer + assistant (1.5 days) | $900 | $900 | Paid |
| Videographer (1 day) | $450 | $450 | Invoice due |
| Model (1.5 days) | $600 | $600 | Paid |
| Stylist + HMU | $500 | $540 | Overtime 1 hr |
| Studio + location | $400 | $380 | Paid |
| Catering, transport, misc. | $150 | $165 | Receipts filed |
| Total | $3,000 | $3,035 | +1.2% |
Deliverables tracker
Post-production status, checked every morning until everything is scheduled.
| Deliverable | Owner | Due | Status |
|---|---|---|---|
| Photo selects (client picks) | Brand lead | Nov 17 | Done |
| 24 e-com retouched stills | Retoucher | Nov 20 | In progress, 16/24 |
| 12 editorial stills | Retoucher | Nov 21 | In progress |
| Hero campaign film (30s) | Video editor | Nov 22 | First cut in review |
| 5 short videos (15–25s) | Video editor | Nov 23 | Not started |
| Captions + scheduling | Social coordinator | Nov 24 | Drafts ready |
| Product page images uploaded | E-com team | Nov 25 | Waiting on stills |