Every moment has its own shape.
Here is what we do for each.
A single is not launched like a restaurant opening, nor a fundraise like a film. The method is the same; what we write, and in what order, changes. For each kind of moment: what we do, and what you receive.
These pages describe what we deliver. They are not client case studies: we only show what is true, and our first moments are still to come.
A single release
A single is three minutes and one first impression. Without a story, it comes out like every other Friday release.
- D-60 to D-40
The story: what this track says about you, what it refuses, and the word nobody in your lane holds.
- D-40 to D-30
The concept: the idea carrying the release, the sentence that says it, what is shown before and what is kept for day D.
- D-30 to D-1
The sequence: what comes out, when and on which channel, every text written in advance.
- Day D
We follow the release and adjust the texts live.
- D+1 to D+30
What follows: the texts that extend the release, then a written review of what carried.
We guide you in choosing the release's art direction: sleeve, visual world, references, colours, what the video and visuals must say. We write the art brief for the designer or director, then weigh their proposals with you against the story, so the release becomes a landmark event.
- The artist platform: positioning, tone of voice, three written refusals
- The map of neighbouring artists, their bios quoted as they stand, and the ground they leave open
- The release concept and its sentence
- The reveal calendar, day by day
- Every text ready to publish: teaser, announcement, captions, newsletter, pre-save message
- The bio in four formats: press, platforms, file, short version
- The press release and the email to blogs, media and programmers (the text, not the sending)
- The sleeve text or statement of intent
- The art direction brief, and our written opinion on the proposals received
- The written review at D+30
We do not send the emails, manage playlists, advertising or distribution. You publish with our texts.
An album or EP release
An album is not a big single. It is a story in several beats: announcement, first extract, second extract, release. Each beat must say something new.
- D-60 to D-40
The story: the idea of the album, what it refuses, what sets it apart from the artists in your lane.
- D-40 to D-30
The concept: the thread linking the tracks, the album's title said in one sentence, the order of the key beats.
- D-30 to D-1
The sequence: a calendar with one beat per extract, what each reveals, and the texts for each.
- Day D
We follow the album's release and adjust live.
- D+1 to D+30
What follows: extension texts, then a written review. A longer cycle is spread out, and we say so in the quote.
We guide you in choosing the album's art direction: visual world, sleeve, identity of each extract, coherence from one beat to the next. We write the brief for those who execute, then judge their proposals with you against the story, so every beat lands.
- The artist platform, the map of the lane and the decisions, in order
- The album concept and its sentence
- The reveal calendar: one key beat per extract, with what each unveils
- The texts for each extract, ready to publish
- The track-by-track presentation of the album, for the press
- The statement of intent and the sleeve text
- The press kit (text, quotes, facts) and the bio in four formats
- The release texts: announcement, newsletter, captions, thank-you message
- The art direction brief, and our written opinion on the proposals received
- The written review at D+30
We do not make the music, visuals or videos: we choose their direction with you, others execute. We do not handle distribution or paid promotion.
A film, book or exhibition release
A premiere is an appointment: a room, an opening night, a date. What is said before decides who turns up and what they tell others the next day.
- D-60 to D-40
The story: what the work asserts, what it refuses, what people will spontaneously file it next to.
- D-40 to D-30
The premiere concept: the angle, the sentence, what is shown before and what exists only on day D.
- D-30 to D-1
The sequence: teasers, announcements, invitations, press texts, in the order the public should discover them.
- Day D
We are at the premiere or on call, and adjust what needs adjusting.
- D+1 to D+30
What follows: texts for the wider release, reactions, then a written review.
We guide you in choosing the premiere's art direction: poster, atmosphere of the evening, what the room or opening night gives to see. We write the art brief and judge proposals with you against the story, so the evening stays in memory.
- The platform of the work and of its author
- The map of neighbouring works, their presentation quoted, and the open ground
- The premiere concept and its sentence
- The tagline, the synopsis or presentation text, the statement of intent
- The reveal calendar and the texts for each step
- The invitations and the words of the evening: welcome, introduction, thanks
- The press release, the press kit (text) and the email to programmers, festivals or booksellers (the text)
- The author's bio in four formats
- The art direction brief, and our written opinion on the proposals received
- The written review at D+30
We do not make the work, poster or trailer, and we do not organise the event: we guide their art direction.
A venue opening
A restaurant, a bar, a hotel, a shop: the first month decides what is said about you for years. The address is known, the story of the place rarely is.
- D-60 to D-40
The story: what this venue is, what it refuses, and what the neighbouring venues already claim.
- D-40 to D-30
The opening concept: the idea of the evening, the sentence on the door, what is revealed before opening.
- D-30 to D-1
The sequence: announcement, behind the scenes, guest list, soft opening, with the texts for each step.
- Day D
We are there on opening night and adjust what needs adjusting.
- D+1 to D+30
What follows: the texts of the first month, how to answer the first reviews, then a written review.
We guide you in choosing the opening's art direction: identity of the evening, atmosphere, signage, the details people photograph. We write the brief for suppliers and judge their proposals with you against the story, so the opening becomes an event people talk about.
- The venue's platform: purpose, tone of voice, three refusals
- The map of the neighbourhood: what neighbouring venues say about themselves, and the open ground
- The opening concept and its sentence
- The reveal calendar, day by day
- Texts ready to publish: announcement, invitations, captions, newsletter, Google listing and Instagram bio
- The texts people read on entering: menu, door, wall, welcome note
- The press release and the press kit (text)
- A tone guide for the team: how to welcome, how to answer a review
- The art direction brief, and our written opinion on the proposals received
- The written review at D+30
We do not organise the evening, the decoration, the hiring or the advertising. We write what the venue says.
A brand launch
A brand that launches always announces the same thing as its neighbours: quality, passion, craft. Launch day is the only time people still listen without bias.
- D-60 to D-40
The story: the brand's platform, the diagnosis of what already exists, the map of competitors and open ground.
- D-40 to D-30
The launch concept: the idea carrying the announcement and the sentence that says it.
- D-30 to D-1
The sequence: what is revealed, in what order, with every text written in advance.
- Day D
We follow the launch and adjust what needs adjusting.
- D+1 to D+30
What follows: extension texts, answers to the first objections, then a written review.
We guide you in choosing the launch's art direction: visual world, tone of the images, staging of the announcement. We write the brief for the designer or studio and judge their proposals with you against the story, so the launch makes a mark.
- The story in six pieces: platform, diagnosis, map, decisions, playbooks, language
- The launch concept and its sentence
- The reveal calendar, day by day
- The launch page, the announcement, the emails and the founder's words, ready to publish
- The press kit (text) and the press release
- The playbooks: marketing, content, social, sales, support, HR, pricing, coherence
- The lexicon, the rewritten texts and the block to paste into your AI tool
- The art direction brief, and our written opinion on the proposals received
- The written review at D+30
We do not draw the logo or the site, and we do not run advertising. We write the brief, the texts, and guide the choice of direction.
A product launch
A product is compared before it is understood: on a page, on a shelf, in a feed. The promise must fit in one sentence nobody else can sign.
- D-60 to D-40
The story: the product's promise, the map of what competitors claim, the angle they leave open.
- D-40 to D-30
The launch concept: the announcement angle and the product's sentence.
- D-30 to D-1
The sequence: teaser, pre-order or waiting list, announcement, with every text ready.
- Day D
We follow the release and adjust the texts to the first reactions.
- D+1 to D+30
What follows: answers to real objections, follow-up texts, a written review.
We guide you in choosing the launch's art direction: the product's image, staging, the campaign's world. We write the brief for the photographer or designer and judge their proposals with you against the story, so the launch stands out.
- The product's promise in one sentence, and the three refusals that go with it
- The map of competing products: their argument quoted, and what they leave unsaid
- The launch concept and the reveal calendar
- The product page, the announcement, the emails and the captions, ready to publish
- The sales pitch and the answers to objections, in your own words
- The press kit (text) and the press release
- The lexicon and the rewritten texts, with the block to paste into your AI tool
- The art direction brief, and our written opinion on the proposals received
- The written review at D+30
We do not design the product or packaging, nor take the photos: we guide the choice of their direction. We do not run advertising.
A fundraise
An investor reads a story before reading a number. If yours is not clear in one minute, nobody looks at the rest.
- D-60 to D-40
The story: the thesis in one sentence, why you, why now, what competitors leave open.
- D-40 to D-30
The fundraise concept: the story the round tells and the order in which you reveal it.
- D-30 to D-1
The sequence: the pitch text, the introduction and follow-up emails, the answers to objections.
- Day D
On the day of the announcement or the key meeting, we follow and adjust.
- D+1 to D+30
What follows: the funding announcement, the texts for your customers and team, then a written review.
We guide you in choosing the art direction of the deck and presentation: visual stance, rhythm, what stays in memory after the meeting. We write the brief for the designer and judge their proposal with you against the story.
- The investment thesis in one sentence, and the founding story
- The map of market players and the ground only you hold
- The text of each slide of the deck (the text, not the layout)
- The three-minute pitch script
- The introduction and follow-up emails, and the investor FAQ: objections and answers
- The announcement release, the post, the email to customers and the team
- The lexicon and the block to paste into your AI tool
- The art direction brief, and our written opinion on the proposals received
- The written review at D+30
We do not build the financial model, introduce investors, or guarantee any raise.
A repositioning
Changing what is said about you is harder than saying something the first time: the old image is already in everyone's head.
- D-60 to D-40
The story: what you say today, what people keep of it, and what must change.
- D-40 to D-30
The change concept: what changes, what stays, and the sentence that announces it.
- D-30 to D-1
The transition sequence: who hears first (team, customers, public) and in which words.
- Day D
We follow the announcement and adjust what needs adjusting.
- D+1 to D+30
What follows: rewriting the key texts, answering reactions, then a written review.
We guide you in choosing the art direction of the change: what the new position must show, what disappears, what stays. We write the brief for the designer or studio and judge their proposals with you against the story, so the change is visible and memorable.
- The diagnosis: your materials read one by one, the gaps recorded
- The map of the field and the new position, with its refusals
- The transition plan: what changes, what stays, in which order
- The announcement text for the team, customers and the public
- The rewrite of the key texts: site, bio, signature, presentation
- The lexicon: words to retire, words to take, and the block to paste into your AI tool
- The art direction brief, and our written opinion on the proposals received
- The written review at D+30
We do not redraw the visual identity or the site. We write the brief, the texts, and guide the choice of direction.
Is your moment not on the list?
An exhibition, a book, a season, a change of leadership. If there is a date and that day has to count, we can write it. Tell us the date, and we will tell you honestly what can hold.