Copywritingand creative concepts
The idea comes first. Campaign concepts, scripts and copy that sound like people talking, not a brand talking at people.
- Start
- The idea
- Output
- Concepts · copy
- Voice
- Human
- Base
- Cape Town
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A campaign is only as strong as the idea under it, and the idea is only as strong as the words that carry it. Our copywriting and creative conceptualisation work covers the whole path from a blank page to a script, a line and a full set of campaign copy.
Because we write for video, social and print in the same studio that makes them, the copy is written with the shot, the edit and the platform in mind. That is the difference between a line that reads well in a document and a line that works out loud.
Who it is for
- Marketing teams with a good product and copy that sounds like everyone else
- Founders who need a story, a script or a voice but are too close to their own business
- Brands about to commission video and wanting the idea settled first
- Companies who want South African people to recognise themselves in the work
What we make
Copywriting & creative conceptualisation
01
Campaign concepts
A single big idea with enough room to run across films, social, events and creators, presented as a short written treatment you can react to.
02
Video scripts
Scripts for brand films, recruitment films and social video, written for the camera and tested against the edit.
03
Taglines and campaign lines
Short lines that carry the idea. We write many and recommend one, with the reasoning.
04
Brand voice
A usable voice guide: how the brand sounds, what it never says, and examples that a new hire or a freelancer can follow.
05
Social, web and campaign copy
Captions, hooks, landing page copy, ads and email, written to be clear first and clever second.
06
Founder stories
The honest narrative of why a business exists, written from real conversations, for the About page, the pitch deck or a founder film.
How we work
From brief to broadcast
01
Brief and listening
We read what the brand has said before, then talk to the people behind it and the people it is meant for.
02
Concepts
Several distinct routes, written plainly, with a recommendation and the thinking behind it.
03
Develop
The chosen route turns into scripts, lines and a copy system, with revision rounds built in.
04
Hand over or produce
We hand the copy to your team, or carry on and produce the film, shoot or campaign ourselves.
Work like this
Made with real clients
Brand film
FutureRent
Conceptualised and shot from scratch, away from serious and transactional, toward fun, aspirational and lifestyle-driven. A video that sells a feeling.
Founder film and relaunch campaign
Women of Worth
A founder film on why Women of Worth exists, then a full campaign that re-established the brand across its channels through launch day, and a collection series capturing the hand-made pieces.
Product campaign
PanPan Liberia
Introducing PanPan Chips to local stores in the Liberian market: product-led work built on bold bursts of flavour.
FAQ
Questions, answered
What is the difference between copywriting and creative conceptualisation?
Conceptualisation is finding the idea that the whole campaign hangs on. Copywriting is writing the words that deliver that idea in each place it appears. We do both so the idea survives all the way to the final line.
How much does copywriting cost?
It depends on the scope: a tagline, a script and a full campaign copy system are very different jobs. We quote after reading the brief and keep rounds of revision explicit.
Can you write scripts for video you will also shoot?
Yes, and it is usually the best way. The writer and the director are in the same room, so the script is written for what the camera can actually capture.
Will the copy sound like a South African brand or a generic one?
That is the point of working with us. We write for real South African audiences and avoid the stock phrasing that makes brands interchangeable.
Tell us the brief. We will tell you the truth.
Every enquiry is read by a person and answered within two working days. If we are not the right partner, we say so in the first reply.