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Hook Relay
The campaign approach

ONE GOOD IDEA.
MORE WAYS IN.

Build a campaign around a recognisable idea, then give each platform an opening that belongs there.

Find your starting point
01 / FOUNDERS & EXPERTSA POINT
OF VIEW.Find the idea inside the conversation. Shardwork dress from the supplied R.A. Apparel collection02 / BRANDS & PRODUCTSMAKE AN
ENTRANCE.Give the launch a recognisable direction. Coastal image from Hook Relay’s editorial motion study03 / YOUR EXISTING ARCHIVELOOK
AGAIN.Find a new opening in what you already own.

Visual directions for discussion. These are editorial studies, not commissioned campaigns or results.

FOUNDERS & EXPERTS01

A story worth returning to.

Turn longer conversations, interviews or educational material into complete ideas that introduce your point of view.

  • Source review
  • Editorial themes
  • Clip candidates
  • Caption direction
Build a brief around this
  1. HOOK

    The claim, in their words

  2. CONTEXT

    Why it matters

  3. PAYOFF

    The point of view, complete

BRANDS & PRODUCTS02

A launch with a point of view.

Connect the product, the audience and the reason to care. Build a set of assets that feel part of the same story.

  • Creative brief
  • Hook directions
  • Format plan
  • Approval rounds
Build a brief around this
  1. HOOK

    The entrance

  2. CONTEXT

    Who it is for

  3. PAYOFF

    The reason to care

EXISTING CONTENT LIBRARIES03

An archive with more to give.

Find useful ideas in material you already own. Plan a coherent sequence instead of publishing disconnected excerpts.

  • Rights review
  • Content audit
  • Selected edits
  • Delivery plan
Build a brief around this
  1. HOOK

    A new first line

  2. CONTEXT

    The original moment

  3. PAYOFF

    Where the series goes next

Before the timeline

GET THE
IMPORTANT PARTS RIGHT.

01

The objective

What should a viewer understand, feel or do?

02

The audience

Who is this for, and what do they already know?

03

The material

What footage, rights and brand assets are available?

04

The scope

Which formats, revisions, responsibilities and delivery dates are agreed?