Creative Strategy & Content Workflow

Creative direction, content production processes, and asset specifications for epoché's marketing

Creative Themes

Core content pillars guiding all creative output

Content Pillars

Real Comfort

Product comfort demonstrations on real bodies. Show the difference epoché makes in everyday life — no posed, retouched studio shots.

Content Types

Try-on videosComfort test comparisonsDay-in-the-life wearing epochéClose-up fabric/detail shots

Platforms

Instagram ReelsTikTokMeta Stories

Example Ideas

  • 'My first time trying epoché' reaction video
  • 'Traditional bra vs. epoché' side-by-side
  • 24-hour comfort test

Behind the Brand

Design process, fabric selection, fitting sessions. Show the intentionality behind 'shaped on real women's bodies.'

Content Types

BTS videosDesign process storiesFabric sourcingFitting session clips

Platforms

Instagram FeedTikTokPinterest

Example Ideas

  • How we design for real bodies (not mannequins)
  • Fabric selection process
  • From sketch to final product

Community Voices

UGC, testimonials, customer stories. Real women sharing why epoché matters to them — authenticity over perfection.

Content Types

Customer testimonial videosUGC repostsReview spotlightsCommunity stories

Platforms

Instagram FeedFacebookMeta Ads

Example Ideas

  • Customer review carousel
  • 'Why I switched to epoché'
  • Community member spotlight

Styled for Life

Everyday lifestyle, confidence, self-expression. Show epoché as part of a woman's life, not just a product.

Content Types

Lifestyle photographyMorning routine contentOutfit buildingConfidence messaging

Platforms

Instagram FeedPinterestMeta Ads

Example Ideas

  • Morning routine featuring epoché
  • Building confidence from the inside out
  • Styled for your real life

Ad Creative Specifications

Platform-specific format requirements for all ad creative

Format Reference
FormatPlatformDimensionsDurationFile SizeText LimitsNotes
Image AdMeta Feed1080×1080 or 1080×1350---Max 30MBPrimary: 125 chars, Headline: 27 chars1:1 or 4:5 aspect ratio. Minimal text on image.
Carousel AdMeta Feed1080×1080 per card---Max 30MB per cardPrimary: 125 chars, Headline: 32 chars2-10 cards. Tell a story across cards.
Stories/ReelsMeta Stories1080×1920Up to 60sMax 4GB---9:16 vertical. First 3 seconds critical.
Video AdMeta Feed1080×1080 or 1080×135015-60s recommendedMax 4GB---Captions required. Hook in first 3s.
Standard PinPinterest1000×1500---Max 20MB---2:3 aspect ratio. Text overlay works well.
Video PinPinterest1000×1500 or 1080×19206-60sMax 2GB---Vertical format. Product-focused.
In-Feed VideoTikTok1080×19209-15s optimalMax 500MB---Native, authentic feel. No polish.
Responsive Search AdGoogle AdsN/A (text)---N/AHeadlines: 30 chars × 15, Descriptions: 90 chars × 4Multiple headline/description variations for Google's AI.
Shopping AdGoogle Shopping800×800 min---Max 16MB---White background product shots preferred.

Content Production Workflow

Monthly production cycle from brief to campaign launch

Production Phases

1. Monthly Content Brief

BrandRap
Sent by the 1st of each month

BrandRap sends a detailed content request brief outlining what assets are needed for the upcoming month's campaigns.

Deliverables

  • ●Content brief document with shot list and descriptions
  • ●Mood board / reference images for each concept
  • ●Specific products to feature
  • ●Key messaging and copy direction
  • ●Platform and format specifications

2. Content Production

epoché
Delivered by the 10th of each month

epoché's team produces the requested content following the brief guidelines. Can be a mix of professional shoots and smartphone content.

Deliverables

  • ●Product photography (per brief specs)
  • ●Video content (per brief specs)
  • ●Raw/unedited footage for BrandRap to edit
  • ●BTS content from shoots
  • ●Team/founder content as requested

3. UGC Collection

Both
Ongoing — reviewed weekly

Ongoing collection of user-generated content from customers. epoché handles permissions, BrandRap identifies repurposing opportunities.

Deliverables

  • ●Customer review screenshots
  • ●Tagged social media posts (with permission)
  • ●Customer testimonial videos
  • ●Unboxing content

4. Creative Production

BrandRap
Completed by the 15th of each month

BrandRap produces ad-ready creative assets from raw materials, applying brand guidelines and optimizing for each platform.

Deliverables

  • ●Edited ad creative (images + videos)
  • ●Multiple variations for A/B testing
  • ●Platform-optimized versions (different crops/formats)
  • ●Ad copy variations

5. Review & Approval

epoché
48-hour turnaround on reviews

epoché reviews all ad creative before launch. Quick turnaround expected to maintain campaign timelines.

Deliverables

  • ●Approval or revision requests on all creative
  • ●Brand voice check on ad copy
  • ●Model/imagery approval

6. Campaign Launch

BrandRap
By the 18th of each month

Approved creative goes live across platforms with proper targeting, tracking, and budget allocation.

Deliverables

  • ●Campaigns live across Meta, Pinterest, TikTok, Google
  • ●Tracking confirmed working
  • ●Performance monitoring begins

Shoot Guidelines

Do's and don'ts for all photo and video production

Production Standards

Do

  • Use natural lighting whenever possible
  • Feature diverse body types that represent real customers
  • Show products in everyday, relatable settings
  • Capture genuine expressions and unposed moments
  • Include close-up detail shots of fabric and construction
  • Film in horizontal AND vertical for multi-platform use
  • Use warm, inviting color tones

Don't

  • No heavy retouching or body editing
  • No overly posed, catalog-style shots
  • No harsh studio lighting that feels clinical
  • No stock-photo-style generic setups
  • Don't use filters that dramatically alter skin tone
  • Don't shoot only thin models — represent the customer base

File Delivery Standards

How content should be organized and delivered between teams

Delivery Specs

Format

Shared Google Drive or Dropbox folder

Folder Structure

YYYY-MM / [Product Name] / [Type: Photo|Video] / [Raw|Edited]

Naming Convention

epoche_[product]_[type]_[number].ext (e.g., epoche_wireless-bra_lifestyle_001.jpg)

Resolution Requirements

Photos: minimum 2000×2000px | Videos: 1080p minimum, 4K preferred