Mockup article — sample editorial content.
A shared creative thread
A campaign becomes easier to recognise when its parts share a clear idea. Start with the message, then identify the visual and verbal details that make it distinctive.
Adapt to the setting
A film, a social post and a website each have different strengths. Let the central idea travel between them without forcing every format to say everything at once.
Check the whole picture
Review the touchpoints together. Keep the moments that reinforce each other, simplify the ones that compete and make sure the audience can follow the same story wherever they meet it.