TPA × Escapology • Brand Project Plan • v1.4 • June 2026

Step Into
The Moment

A proposed plan for taking Step Into The Moment from approved deck to campaign launch. Films, statics, voice guides, an activation, and Scarlett in venue — applying the existing Escapology brand to a new campaign platform. Launch the week of 20 July.

Project Step Into The Moment
Launch Week of 20 July 2026
Workstreams Six
First Review w/c 1st June

01 / The plan

What we're
proposing.

Six workstreams. Email, retention and social continue inside the existing retainer. The campaign development and rollout that sits outside of that has been scoped below.

The immediate requirement for Phase 1 is sample films ready to share with the SLT and board w/c 1st June. Main production picks up from there, with launch the week of 20 July.

02 / Evolution

Taking feedback
into account.

We've outlined the key takeaways of feedback to date, to ensure we're aligned as we move into the next phase of work.

01
From
Scarlett as front door
To
Scarlett as discovery

She's an interesting woman in the message — no backstory required to book. Once you're in (pre-visit, venue, post-game), she opens up. Backstory becomes a reward, not an entry fee.

02
From
One hero film
To
Two heroes, tested

Same narrative, two versions. One with Scarlett narrating, one without. Tested in market alongside the platform, with the June board seeing both.

03
From
Two voices, separated
To
Two voices, in conversation

Scarlett carries the campaign world-building — added to the existing brand, not replacing it. Escapology's voice stays anchored in its existing guidelines; this campaign layer adds warmth and personality on top.

03 / Phasing

Five phases
to launch.

We're working back from w/c 1st June, when the board sees sample films. Launch follows the week of 20 July.

Phase 01

Foundations

Now — 30 May

Sample films built (Hero A and Hero B in rough cut). Light shoot notes prepared for the NYC production.

Phase 02

Board & Shoot

02 — 04 June

SLT showcase. You'll be handling the shoot in NYC and we'll supply a short list of any nice-to-have locked-off shots.

Phase 03

Platform & Production

05 June — 04 July

We take SLT feedback, develop voice guide additions v1.0, finalise the campaign document, and begin the development of the full asset suite.

Phase 04

Launch

w/c 20 July

Paid live. A/B running. In-venue assets in place. Calling Card seeded with influencers. Optional: single-location IRL moment goes up.

Phase 05

Brand World

August — Q4

Post-launch: The Society of Escapologists, reimagined in-venue elements such as the photo wall, and more.

→ Launch lean, learn, expand in fall. The initial round is deliberately focused — three short films and three statics. Performance data from July informs a planned expansion round in the fall.

04 / Workstreams

Six workstreams
to launch.

We've broken the work into six key workstreams. Email, retention and social sit inside the existing retainer and are listed for full visibility.

01

Strategy
& Voice

Foundational

The campaign documents that anchor the Step Into platform. Applying the existing Escapology brand guidelines to the new campaign — codifying how Scarlett sits within the brand, not authoring new standards.

  • Step Into Campaign Document
    The centralised campaign message and how Step Into applies the existing Escapology brand guidelines — radials, existing elements, established tone. Not a new brand standard.
    01 doc
  • Scarlett Voice Addition
    How Scarlett's voice sits alongside the existing brand. Added to the existing brand document — do/don't examples across every channel. An extension, not a replacement.
    01 addition
  • Escapology Voice, Applied
    The existing Escapology voice, lightly refined for the campaign's warmer register. Captured within the existing framework — no new standards authored.
    01 update
  • Voice Decision Framework
    Which voice when. One page, pinned above every desk that writes for Escapology.
    01 doc
  • Scarlett's Script Font
    Scarlett's signature font enters the asset library as 'Scarlett's font' — available for campaign use. Not a campaign-wide typographic change.
    01 addition
02

Production

AI + post

AI Scarlett across digital. VO sessions with the existing artist. Post production. We'll supply a short list of nice-to-have locked-off shots ahead of NYC.

  • AI Scarlett visual prep
    Consistent Scarlett across films and statics. Built on the existing AI Scarlett model.
    Prep
  • VO sessions
    Existing artist. All hero and short film scripts recorded.
    1.5 days
  • Light shoot feedback
    A short list of nice-to-have locked-off shots for the NYC production — e.g. the static push into the door. Not a full brief.
    01 list
  • Full post production
    Edit, motion graphics, sound design, colour. All films through finish.
    All films
03

Asset
Rollout

Core assets

Two heroes for testing, then final versions — plus three short films across the strongest testable angles and three statics built on existing brand elements.

  • Hero Film A — Scarlett-led
    30s. Scarlett narrates the Step Into the Moment story. Test and final versions. 16:9.
    2 films
  • Hero Film B — no Scarlett
    30s. Same narrative spine, no Scarlett presence. Test and final versions. 16:9.
    2 films
  • Short-form films, 15–20s
    Three films across the strongest testable angles. Each in 4:5 and 9:16.
    3 films
  • Campaign statics
    Three executions built on existing brand elements — radials, type, the centralised Step Into message.
    3 statics
  • Aspect ratio versions
    Heroes in 16:9. Short films in 4:5 + 9:16. Statics in 1:1, 4:5, 9:16.
    As specified
04

Email
& Retention

✓ Inside existing retainer

We'd do this work inside the existing retainer. Listed here so the full picture's visible.

  • Template library overhaul
    Intro to Scarlett, post-game, win-back, anniversary, birthday.
    6 templates
  • Promo-inside-Scarlett structure
    How a discount email sits inside a Scarlett-feeling shell without breaking either voice.
    01 framework
05

Activation

Social + IRL · Optional add-on

Two parts. A seeded asset for influencer outreach (the Calling Card), and a single-location IRL moment built for content and reach.

  • The Calling Card
    A wax-sealed letterpress card from Scarlett. Single asset, sent to a curated influencer list.
    01 asset
  • Single-location IRL moment · Optional
    Concept, design, build and capture plan. One location, one weekend, built for the social content it generates.
    01 moment
  • Pre-launch social assets
    Cryptic pre-launch posts from Escapology channels before any card or moment lands.
    Inside retainer
06

In-Venue

Optional add-on

Where Scarlett comes to life in the building. Signage, photo wall, materials for arriving guests.

  • Photo wall design direction
    Design direction for the post-game team photo experience. Scarlett's commentary baked in.
    01 system
  • Sticker pack design
    Four sticker designs for limited venue giveaway.
    4 designs
  • Sealed invitation system
    Wax-seal letter design and copy framework for in-venue VIPs and special anniversaries.
    01 system

05 / Timeline

Two months
to launch.

w/c 1st June is when sample films and a campaign deck go to the board. Production picks up from there. Launch the week of 20 July.

Mid May
Late May
02 Jun
Mid Jun
Late Jun
Mid Jul
20 Jul
WS 01 Strategy & VoiceCampaign + voice docs
v0.5 draft
v1.0 final
WS 02 ProductionAI prep + VO + post
AI prep
Shoot notes
Post production
WS 03 Asset RolloutHeroes, 3 shorts, 3 statics
Sample heroes
Full suite through finish
WS 04 EmailInside retainer
Retainer-delivered
WS 05 ActivationCalling Card + IRL moment
Design + build
Seed + go live
WS 06 In-VenuePhoto wall + materials
Design + production
LaunchAll paid & in-venue live
w/c 20 Jul

→ w/c 1st June: NYC SLT and board. Sample films and campaign deck delivered.

06 / Investment

Scope &
investment.

A line-item breakdown by workstream. In-venue and activation are optional add-ons, scoped on confirmation. USD ranges are indicative — final figures locked once production scope confirms.

Workstream Deliverables Fee range (USD)
WS 01 Strategy & Voice Campaign doc, voice guides, font entry $5,500
WS 02 Production AI prep, VO sessions, post production $3,500
WS 03 Asset Rollout 4 hero films, 3 shorts, 3 statics $6,500
WS 04 Email & Retention Templates, design system, promo framework $0 — retainer
Optional add-ons · scoped on confirmation
WS 06 In-Venue Photo wall direction, sticker pack, sealed invitations Optional / TBC
WS 05 Activation Calling Card, IRL moment, pre-launch social Optional / TBC
Campaign delivery · agency fees $15,500

→ Production pass-through covers VO talent fees and AI generation credits

Next steps

To confirm

Four things to lock before production starts in earnest.

01

Confirm scope

Campaign delivery only, or campaign + activation. This determines whether WS 05 is in scope before we finalise the budget.

02

Lock budget range

We'll confirm final agency fee figures.

03

NYC shoot notes

We've supplied a short list of nice-to-have locked-off shots for the NYC production.

04

June prep

Sample hero films and the campaign deck need to be ready asap for SLT and board review.