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An identity and twelve reels in under two weeks — sequenced, not scattered.
Where it started
No identity, no feed, and a drop calendar that wasn't going to wait for either.
The thinking
Trust takes roughly seven hours of content, across eleven touchpoints, on four platforms before someone hands over money. Twelve reels posted at random scatter those hours across twelve strangers. Sequenced, they stack on the same person.
The move
Build the identity and shoot against it at the same time. Mark, type, colour and the rules that hold them — then twelve reels cut as a funnel: meet the brand, see the product, see the people, see the drop.
What happened
Twelve reels shipped in under two weeks, all on one identity. Drop-day recaps fast enough that people who missed it still felt like they'd been there.
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