JSB Media · Prepared for BTP · October 2026
Collection 001 is a premium heavyweight crewneck. This is the launch plan: a story people recognise, a garment they can evaluate, and a buying path they can trust.
Concept visualization. Garment appearance, casting and locations are illustrative.
01Why JSB
You told us what matters. Here is how we answer each point.
Client examples are from JSB case studies and reporting; results as reported.
Concept visualization03Brand foundation
Possibility, demonstrated.
Ambition and discipline become visible through action.
A specific action in someone's current chapter, with BTP worn naturally.
An expression of the outlook behind the work.
Concept visualization. Casting, locations and garment appearance are illustrative.
05Our recommendation
Three things have to be true at once for the launch to work.
A real action, a specific person and a reason it matters to them.
A clear view of the crewneck, its fit, finish and statement.
Accurate product information and a direct path to BTP's own store.
06Audience
An adult considering premium crewnecks who likes the silhouette and statement.
A person who identifies with ambition expressed through action.
Validate the garment, actual price and purchase intent before scaling.
Concept visualization. Casting, locations and garment appearance are illustrative. Hypotheses to be tested, not confirmed audience data.
Concept visualization
Supplied design reference07Product foundation
The Prolific /001, the existing heavyweight crewneck, anchors the launch.
Keep the quiet chest mark and the raised back statement visible in the content.
Confirm fit, material, finish and approved product facts before the shoot.
Supplied design reference. Final sample, colours and specifications to be confirmed.
08Proposed JSB partnership
Eight workstreams, one team, one set of approvals.
| Workstream | Launch contribution |
|---|---|
| Creative direction | One lead campaign with a distinct visual idea |
| Content & distribution | An original asset bank adapted to each channel |
| Organic & community | A publishing rhythm, creator participation and email |
| Paid media | Controlled creative tests with commercial guardrails |
| Ecommerce & outlets | An owned-store path plus eligible discovery channels |
| Account management | Named owners, approvals and reporting |
Scope and staffing are proposed for discussion. Final responsibilities will be agreed together.
09Campaign options
Pick a direction to see the idea, the film and the distribution.
Concept visualizationRoute 01
A public canvas that reveals the work while it happens.
Concept visualizationRoute 02
The rehearsal matters before anyone is watching.
Concept visualizationRoute 03
Give current work the attention of a title sequence.
Concept visualization. Casting, locations and garment appearance are illustrative.
RecommendedStarting scope
Capture the approved sample in motion, in detail and from both sides. Select the route that best fits BTP's cast, resources and launch readiness. Add one extension only when it strengthens that route.
11Content strategy
Each story connects back to the existing collection.
A specific action and the person behind it.
The real sample, material, finish and construction.
Front, back, movement and honest sizing guidance.
Launch information, store answers and wearer stories.
Product claims require verified sample facts.
12Organic strategy
| Original | Editorial purpose | Adaptation |
|---|---|---|
| Video 1 | A current-chapter story | Reel + native TikTok edit |
| Video 2 | Fit, detail or product answer | Reel + native TikTok edit |
| Video 3 | Process or campaign episode | Reel + native TikTok edit |
| Still / carousel | Portrait, garment or useful detail | Instagram + owned-store use |
Proposed four-week bank: 12 original videos + 4 original still/carousel stories. Stories adapt this bank.
Process
Appendix option13Distribution
| Channel | Role | Publishing approach |
|---|---|---|
| Visual home and product evaluation | Reels, portraits, detail carousels, Stories | |
| TikTok | Discovery and native explanation | Human openings, process and replies |
| Email & store | Access, answers and purchase | Launch messages and product-linked stories |
| Creator accounts | Credible individual perspective | Separate paid distribution agreement |
| Paid media | Controlled reach and conversion tests | Selected derivatives with usage rights |
Channel roles are recommendations to test.
Show one action you are repeating, making or learning now.
Wear the approved BTP piece and show the garment clearly.
Price production, creator posting and paid usage separately.
14Paid media
Allocated against an agreed test budget and loss limit. No channel performance is assumed.
| Priority | Channel | Recommended use |
|---|---|---|
| First test | Meta | Test garment-led stories and product evaluation |
| Conditional test | TikTok | Use native video when creative and budget support it |
| Demand capture | Relevant search demand and an accurate product feed | |
| Later option | Test once visual assets and purchase signals justify it | |
| Separate extension | Digital out of home | A local creative execution with a distinct budget |
15The first paid creative test
Plus two still variants.
Shown without sound.
Price, offer and destination stay consistent. Review spend, orders and stock.
Concept visualization16Ecommerce setup
BTP's own website is the only purchase destination. Platform choice stays with BTP; we advise on the product page, checkout and tracking.
Approved sample photography, front and back, fit guidance, final price and clear product facts.
Stock, payments, delivery, returns and customer support tested before launch traffic.
Founding Access can offer private early access. Benefits and availability must be defined before promotion.
17Commerce outlets & discovery
| Outlet | Launch role | Readiness condition |
|---|---|---|
| Owned store | Primary purchase destination | Tested checkout, policies and fulfilment |
| Meta catalog | Product discovery to BTP's website | Supported market, account and catalog eligibility |
| Google free listings | Additional product discovery | Eligible, accurate feed and policy details |
| Physical retail / pop-up | Optional experience and product trial | Venue, stock, staffing and costs agreed |
Platform access and listing visibility are conditional. No wholesale placement is included.
18Account ownership
| Responsibility | BTP | Proposed delivery owner |
|---|---|---|
| Assets, billing, recovery | Owns and controls | JSB receives scoped access |
| Calendar and publishing | Approves brand and product facts | Assigned social lead |
| Paid media and reporting | Approves budget and guardrails | Assigned media lead |
| Store implementation | Names accountable operator | Named implementer, as scoped |
| Orders, returns and service | Owns customer resolution | BTP service / fulfilment operator |
Named people, coverage hours, approval timing and escalation paths are agreed before work begins.
Production
AI-assisted production takes a brief to a finished cut in days, so tests run on real volume.
19Roadmap
Each stage has a named owner and a readiness gate. Promotion continues from week 1, at the pace BTP chooses.
Align on strategy, scope and needs.
Ready when: strategy, scope and owners agreed.
Capture content and prepare the buying path.
Ready when: assets, rights, catalog and checkout approved.
Publish, invite access and run a controlled test.
Ready when: tracking works and response informs revisions.
Open the collection and review results.
Ready when: inventory and service can support demand.
Durations are indicative, not to scale. Assumes sample and price sign-off by the end of Build; any slip moves the later stages.
20Measurement
Store orders anchor reporting. Platform attribution can overlap and does not establish incremental sales.
| Question | Evidence | Decision |
|---|---|---|
| Does the story connect? | Viewing, saves, replies and qualified visits | Which story and opening to develop |
| Does interest become intent? | Confirmed access signups and product-page activity | Which questions and objections to answer |
| Does the store convert? | Completed orders, returns and net revenue | Where buying friction needs attention |
| Can spend make sense? | New-customer acquisition cost and contribution | Whether to hold, revise or expand spend |
21Proof
Case studies, as reported. Each one is shown in its original design.
Case study
Perry Ellis International runs a portfolio of licensed apparel and lifestyle labels. We launched and marketed campaigns for more than 20 of them, and the job was the same on every one: move a name on a label into a brand people want to live in. Print, out of home, digital and social ran as one campaign, not four.
Full Perry Ellis case slides are in the appendix.
Case study
A knife brand wanted to grow the business from a challenger position, with a small budget. We created a disruptive strategy that leveraged product placement in one of the most popular TV shows at the time, and a bundle offer that let the brand charge a premium for a collectable set.
Case study
A compact car brand wanted to spur sales during the holidays, a slow sales month and a competitive season in media. We developed a thought-provoking social strategy around overconsumption, with a dedicated fan page, a custom video and share tool, and a contest to win a compact car.
Case study
A prominent hotel group was paying around 30% more per booking inquiry while converting only 10% into reservations. We combined guest profile enrichment, retargeting and audience segmentation to prioritise better-fit travellers over volume.
Skincare case · separate brand
Karuna Skin had two strong products and a crowded feed. Retargeting closed people who knew the brand, native and video built awareness, and search caught shoppers already looking. Video led on engagement. Beyond Karuna's assets, we built extra creative to test hooks, cutdowns and formats.
Skincare is a separate product and brand, associated with its founder but not BTP. Shown as paid-media proof only. Source: Karuna Skin paid media reporting (ad platform and Shopify data).
ResultsIn numbers
Karuna Skin impressions, 4.2MM → 11.9MM
Karuna Skin users, 12,400 → 23,321
AM+PM transactions, latest flight
Caribbean hotelier, after profile enrichment and retargeting
Results as reported in JSB case studies and client reporting. Past results do not predict this launch.
22How we start
You see the thinking before any fee is proposed.
We bring the strategy and creative concepts before any fee is proposed. Scope and price follow once you have seen the thinking.
We put our own time into that first round so you can judge the work itself. What the first round includes is agreed in writing before we start.
Your partner joins the working channel and the monthly review, sees every roadmap update, and gets the same briefings you do before anything goes out.
Scope of the first round to be confirmed before work starts.
Strategy, one lead creative direction, content planning, organic management, paid test management and reporting.
Sample capture, asset production, store work, lifecycle setup and account configuration receive named deliverables.
Working media, creator fees and rights, production, technology and any physical activation.
Final scope, delivery owners and investment follow the selected route and confirmed launch requirements.
23Next steps
Two weeks. Review the strategy and concepts already shared, choose the lead route, agree scope and what BTP needs, and name the owners on each side.
Confirm the sample, price, initial market, inventory and buying path.
Agree the investment range and accountable owners, then finalise a priced scope.
Select the lead creative direction and sign off the first content plan.
APPXEvery slide, full detail
Each slide as rendered, with its text below. Tap any slide to enlarge.
Concept visualization. Garment appearance, casting and locations are illustrative. Pricing, dates and channel performance are unconfirmed.