Brand Architecture, Creative Direction & Content

The framework and the look get built together, in parallel — the site is up the week of 10/8, so there's no time to do one and then the other. Starting from what Holly has already built, we push and tweak those pieces into a proper brand: the framework filled in, and three creative directions developed and shown first on the website. Whichever you choose becomes the system every channel and everything after is built from.

Running underneath: a branded house (Apple) or a house of brands (Mattel)? Is Jennie the flagship — or the first of many products that each earn their own identity? And where do Tom, Tombot, and Jennie sit relative to one another?

Everything the launch and CES need, produced across the fall. This is the content that carries Tombot from the site going live through CES — not an evergreen program. Ongoing production picks up after CES.

Planned as two lifestyle days and two studio days, covering:

High-level buckets — detailed out in pre-production.

• October — Pre-productionContent plan, shot lists, casting, and scouting — once the creative direction is set.
• October–November — Production & PostShoot blocks covering every launch bucket, with editing rolling in throughout — the library delivered through the fall, ahead of CES.

Deliverable counts and formats firm up in pre-production.

CES 2027, Las Vegas. The crew is on the ground January 3–8, shooting and editing January 4–7 across motion, a second angle, and stills, with daily social support on the floor.

• November — Pre-productionTwo days — floor plan, credentials, shot list, run-of-show.
• January 4–7 — Shoot & editMotion, second angle, and stills in parallel; daily cutdowns on-site.
• January — DeliveryFull edit set and the CES library.

We also recommend having Jeannie on the floor for quick social capture. We'll work with her to turn that into longer-form reels posted throughout the event — no charge, she's your team.

Two sides of the creative world that keep the system alive once launch is behind us. Creative is an ongoing retainer; content is a clear menu you draw from, shoot by shoot. Both pick up after CES, when the launch push hands off to an ongoing rhythm. We'd be thrilled to keep partnering with you as we share Jennie with the world.

Art direction for every shoot, campaign creative and template extensions, and design hours where they're needed — holding the creative direction consistent across every team and vendor, with Holly executing and extending it day to day. As Jennie grows — new audiences, new products, new moments — we stay on to shape campaign and brand strategy so the foundation keeps up with where the company is going.

Content between big productions is scoped shoot by shoot, at the production level the work calls for — the same tiers as any Studio in Common production. Choose the level, add pre-production and editorial.

• Pre-production — $1,500 / day
• Editorial — $200 up to :30, $300 up to :60 (one round of notes)
• Locations, permits, insurance and talent — billed at cost

The Q4 subtotal is a floor: the Launch Content Library adds editorial and locations on top, and CES expenses (~$9,750) are billed at cost.

Creative retainer billed monthly; content billed per shoot.

We're a full-service creative studio — strategy, content, and creative direction under one roof, minus the agency baggage. Built as a collective, we pull in exactly who a project needs, when it needs them: a strategist to sharpen the thinking, a DP and editor to make it real, a designer to keep it whole. The thinking and the making never split, so the brand that comes out is coherent — and built to stand out without trying too hard.