CAMPAIGN STRATEGY
One claim, phased across channels, with every asset briefed before launch.
Most campaigns are a pile of assets with a shared deadline. Three posts, a film, a landing page, all pointing at slightly different ideas, launched in the same week and called a campaign. That is a content dump with a budget attached. A campaign is one argument, repeated in sequence, until the person it is aimed at changes position on something.
So the artefact here is a campaign architecture. One sentence that states the campaign’s claim. Three or four phases, each with a job — make them notice, make them care, make them act, make them tell someone. Per phase: the message, the channel carrying it, the asset needed, and the signal that proves that phase actually worked.
I come at this from behavioural science rather than from a media plan. Attention, loss aversion, social proof, the felt cost of switching — these decide whether a campaign moves anyone, and they sit documented across forty indexed research reports I keep for exactly this. Persuasion that leans on a dark pattern gets cut, because India’s 2023 guidelines made that a legal problem and not only a taste one.
WHAT I DO
- Campaign architecture — the single claim, the phases, and the job each phase has to do.
- Phase message map — what gets said at each stage, and what must not be said yet.
- Channel role sheet — which platform carries which phase, and which ones are deliberately skipped.
- Asset list with specs — every film, still, page and caption the campaign needs, sized and briefed.
- Hook and angle bank — several ways into the same claim, so the campaign can be tested without losing coherence.
- Measurement plan — the signal that says a phase worked, defined before launch instead of reverse-engineered after.
- Launch sequence — release order and spacing, with the dependency chain written out.
HOW I WORK
- 01
DIAGNOSE
Work out what the campaign actually has to change — a belief, a habit, or a shortlist position — because "awareness" is not a target.
- 02
CLAIM
Land on the one claim the campaign repeats, and kill the three other things everybody wants to squeeze into it.
- 03
ARCHITECT
Break the claim into phases, assign channels and assets, and write the brief each phase needs to be made.
- 04
INSTRUMENT
Define the signal per phase and hand over the launch sequence, so execution does not need me in the room.
BEST FOR
- A product or service launch where the date is fixed and the story still is not.
- Brands producing plenty of content who cannot point at one campaign that did anything.
- Founders briefing an editor or production crew who keep asking what the point of the video is.
- Re-launches where the audience already holds an opinion that needs changing, not forming.
NOT THIS
- Not media buying or campaign management. I do not run or optimise your ad accounts day to day.
- Not the always-on content calendar. Pillars, formats and publishing cadence are Content Strategy, a separate page.
- Not the production itself. Films, stills and ad cuts get made under AI Commercial Production or Cinematic Production — this is the brief they work from.
THE PROOF
Published case studies from brand solutions work. Each one names the client and shows what was delivered.
STRAIGHT ANSWERS
REST OF BRAND SOLUTIONS
MAKE A
WISH.
Tell me what you're building. I'll tell you how loud it can get.
- /01
YOU WRITE
Tell me what you're building and what's in the way. Two lines is enough.
- /02
WE TALK
A 30-minute call, booked within 7 days. Real questions, no pitch theatre.
- /03
YOU GET A PLAN
Scope, timeline and an honest number, usually within a week.