Digital and Social Media Communication | Task 3
24/04/26 - 24/07/26 [ Week 1 - Week 14 ]
Nicco Chew Jin Xun (0366563)
Digital and Social Media Communication | Bachelor of Design (Hons) In Creative Media | Taylor's University
Tutor: Mr. Goh
Table of contents
1. Instructions
3. Feedback
4. Reflection
Instructions
Task 3: Campaign Proposal, Content Calendar & Key Visual Design
Final Calendar Proposal G2 - PMC
Week 7
As I was unwell and unable to attend class this week, my
group members continued working on Task 2 and updated me
on the progress afterwards.
During the class, they began developing the social media
content calendar by completing the initial content
strategy template. They discussed the most suitable
content pillars for Pestle & Mortar Clothing (PMC)
based on our selected persona, Jason. They proposed
four key content pillars: Behind-the-Scenes / Brand Story,
Education / Value, Entertainment / Engagement, and
Product. These categories were chosen to reflect Jason's
interests in craftsmanship, product quality, brand
storytelling, and Malaysian creative culture. They also finalised the primary social media platforms
for the campaign, deciding to focus on Instagram and
TikTok. Instagram was selected for its ability to support
visual storytelling, carousel posts, Reels, and
product-focused content, while TikTok was identified as a
suitable platform for short-form videos and
behind-the-scenes content that could create a more
authentic connection with the audience.
After presenting the proposed content strategy to Mr.
Max, he agreed that the overall direction was appropriate.
However, he pointed out that the Education / Value pillar
overlapped with the Product pillar, as both covered
similar topics such as materials, craftsmanship, and
product value. Based on his feedback, the group decided to
reduce the emphasis on educational content and allocate
more attention to Behind-the-Scenes/Brand Story and
Product content to create a clearer distinction among the
pillars.
During the discussion, our group also brainstormed
the type of models and creative individuals who could
potentially represent PMC's target audience. We felt that
people involved in streetwear, skateboarding, or the local
creative community would best reflect the brand's identity
and resonate with our selected persona. Although this was
only an initial idea at the time, we agreed that it could
be further explored and incorporated into our content
direction in the later stages of the project.
Week 8
In Week 8, our group continued developing the August 2026
social media campaign proposal for PMC by refining the
content calendar and overall campaign strategy. Based on
our selected persona, Jason, we focused on communicating
PMC's craftsmanship, product value, brand story, and
Malaysian creative identity throughout the
campaign. During this week, we completed several key sections of
the proposal, including the client brief, audience persona
summary, content pillars, platform strategy, weekly
content flow, detailed posting schedule, and the monthly
content calendar.
We also refined our campaign concept by changing the
campaign title from "Stories Behind The Fit" to "Stories
Behind The Piece." We felt that the word "piece" better
represents each individual garment and allows us to
communicate the craftsmanship, cultural influences, and
stories behind every product more effectively.
During the consultation, Mr. Max commented that using
both Instagram and TikTok was an appropriate approach, as
different content formats and posting schedules could help
maintain audience engagement throughout the month. He also
advised that our campaign visuals did not necessarily need
to feature actual PMC products, provided that the PMC logo
was clearly incorporated as part of the brand identity. In
addition, he encouraged us to begin preparing the
storyboard, moodboard, and initial design development so
that the creative direction could be established before
moving into the final production stage.
Regarding the content calendar, Mr. Max mentioned that
the overall August campaign was easy to understand, but
suggested improving the monthly overview by making the
content categories more visually organised. He recommended
indicating which posts belonged to Instagram, TikTok,
Reels, or static posts, and using different colours to
distinguish each content type, allowing the campaign
structure to be communicated more clearly.
Week 8 Online Meeting
In Week 8, our group held an online meeting to further
refine the
August 2026 social media campaign proposal
for PMC. We finalised the campaign flow to guide audiences through
different stages, beginning with brand introduction and
awareness, followed by educational content, audience
engagement, product-focused storytelling, and concluding
with reminder and closing posts. We also discussed the most
suitable content formats for each stage of the campaign,
including static posts, carousel posts, Reels, TikTok
videos, and Instagram Stories, ensuring that the content
would remain engaging while taking advantage of each
platform's strengths.
In addition, we brainstormed ideas for the campaign
production, including the visual style and the type of
models who would best represent PMC's target audience. We
felt that individuals involved in streetwear, skateboarding,
or the local creatives community would best reflect the
brand's identity and resonate with our selected persona.
These discussions helped us establish an initial creative
direction for the campaign. Before ending the meeting, we
agreed that our next priority would be to begin developing
the creative assets, including the post layouts, typography,
storyboard, and moodboard, to ensure the visual direction
aligned with the overall campaign strategy.
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Feedback from Mr. Max on campaign proposal
Week 9
During Week 9, our group conducted an online meeting to
review our production timeline and prepare for the
upcoming content shooting session. The discussion focused
on finalising the overall shooting plan, including the
filming schedule, content direction, models, outfits,
props, and storyboard.
We decided to prioritise filming the Brand Story and
Product Promotion content first, as these would form the
foundation of our campaign. The introductory video would
be completed later by incorporating footage collected
throughout the different shooting sessions. We also
compared the content strategy for Instagram and TikTok.
Instagram content would emphasise a clean and cohesive
visual style, while TikTok videos would be more relaxed,
authentic, and trend-oriented to better suit the platform.
My main responsibility this week was to develop the
moodboard for the Brand Story reels/video, focusing
on visual references, different model compositions, and
close-up product shots. In addition, I researched and
shortlisted several potential filming locations that
matched the brand's aesthetic and overall concept. These
included Bangunan Sultan Abdul Samad, Pakpeng Building,
the National Textile Museum, KLCC Park, Seri Negara,
Grumpy Bagels 1905, RexKL, and Pasar Seni. The location
references helped the team visualise the atmosphere we
wanted to achieve and supported the planning of our
upcoming shoot.
Moodboards that i'm in charge with
Week 9's Agenda
Week 10
After the meeting, our group leader assigned the tasks
for Week 10. These included completing the moodboards
and storyboards for A01 –A04, updating the Design
Production Tracker, scouting suitable filming locations,
confirming the model schedule, and preparing for our
first shooting session. After discussing and allocating responsibilities as a
team, I took on the role of the main photographer for
the shoot.
Week 10's to-do list
Our group met online on 24 June to review the progress of
our content planning and organise the next stage of
production. During the discussion, we confirmed the
structure of our first content release (A01–A04), which
would consist of two Brand Story pieces and two Product
Promotion pieces, presented through both carousel posts
and short-form videos. We also revisited our moodboards,
storyboards, production timeline, and shooting
arrangements to ensure everyone was clear about their
responsibilities.
During the consultation, Mr. Max provided feedback on our
workflow rather than the creative direction. He encouraged
us to begin producing as much visual content as possible
before focusing on design, including product photographs,
video clips, close-up details, and behind-the-scenes
footage. This would give us more flexibility during the
editing stage. He also revised the submission schedule,
setting 11 July 2026 as the deadline for the first four
deliverables and requested that we prepare several draft
layouts for the following consultation. The remaining
deliverables would be completed in Week 13, followed by
the final presentation in Week 14.
Mr. Max also advised us to store all photos and videos in
a shared Google Drive folder so that every team member
could easily access the materials. He also suggested
recreating the PMC logo in Adobe Illustrator using Image
Trace to obtain a cleaner vector version instead of using
the original raster file.
Following the consultation, our group continued planning
the interview segment by refining the interview flow,
preparing questions for Zadd, Bronny, and Jordon, and
discussing the camera angles, shot sequence, and editing
style to ensure the interviews aligned with the overall
brand narrative.
Model Interview Questions
Content Shooting Day #1
Date: 27 June 2025, 12pm
Meet at: Pasar Seni LRT Station (TBD)
Location: KL
Things to Bring:
• Small Tripod (minmah)
• Camera (boying)
• Long Sleeve Shirt (me)
• Plain Tshirt (me/kim/boying)
• 2-3 Pairs of Socks (minmah)
• Cap (me/minmah)
• Bottoms - Short Pants/Sweatpants/etc
• Jackets
• Sunglasses
Photoshoot Documentation (me)
Photoshoot Documentation (me, kim, boying)
Content Shooting – Brand Visual & Product Photography
For our first shooting session, the team travelled to Kuala Lumpur to produce the brand's visual content and product photography. The main objective was to capture a variety of streetwear images, product-focused visuals, and overview shots that reflected the identity and aesthetic of Pestle & Mortar Clothing. Before the shoot, we prepared the required outfits and styling items, including long-sleeve shirts, plain T-shirts, caps, and socks to create multiple looks.
During this session, I was responsible for most of the photography and also recorded several video clips that would later be used as teaser content. My focus was on capturing detailed product shots, including the caps, socks, clothing textures, and close-up images of the garments worn by the models. I also photographed wider lifestyle compositions to create a balanced collection of content for future social media posts.
Throughout the shoot, Kimberly, Bo Ying, Sze Min, and I took turns modelling the outfits. As the session progressed, we naturally collaborated by photographing one another to achieve different perspectives and compositions. For example, Kimberly photographed Bo Ying, while they also worked together to capture photos of me wearing the clothing. This flexible approach allowed us to produce more diverse content while making the shooting process efficient and enjoyable. Overall, everyone communicated well, supported one another throughout the production, and successfully completed the planned shots as a team.
Content Shooting Day #2
Model 1: Zadd
Date: 4 July 2026
Time: 8pm-10pm
Location: Sage Horizon Studio (meet there directly)
Things to Bring:
• Camera (boying)
• Laptop (kim)
• SD card for camera (kim)
• Bring our own power banks and phone chargers
• Clothing items (from KL that day one/the one we
wearing in KL that day) to shoot close up
Content Shooting Day #2 Agenda
1. Set up & quick briefing with Zadd and members
2. Shoot Zadd Interview
3. Shoot Zadd Talk about Product Details and Material
4. While a member is shooting Interview/Product, other
members are to film extra BTS scenes (both photos and
videos, from different angles)
5. Product close up shoot
Photoshoot Documentation (me)
Photoshoot Documentation (me & kim)
Behind-the-scenes (boying)
Content Shooting - Zadd Interview
For our studio shooting session, we filmed content featuring Zadd, the founder of the local streetwear brand FLOW and a professional hairstylist. Through Sze Min's connection, we were introduced to Zadd and successfully booked Sage Horizon Studio as our filming location. The studio provided a clean and professional setting that complemented the visual direction of our campaign while allowing us to interview in a comfortable environment.
Before the shoot, we brought the clothing pieces, caps, and socks that had been photographed during our Kuala Lumpur outdoor session so that we could capture additional close-up product shots in a more controlled lighting setup. Our production plan included filming Zadd's interview, recording his thoughts on the product's design, materials, and overall experience, while also collecting supporting visuals and behind-the-scenes content for future edits.
Throughout the production, our team worked together by dividing the responsibilities according to each person's role. Kimberly operated the main camera for the interview, while Sze Min conducted the interview and guided the conversation. I focused on photographing the products, capturing detailed close-up shots, and taking lifestyle portraits of the model wearing the garments. Meanwhile, Bo Ying documented the behind-the-scenes process and assisted with preparing the clothing, including steaming the garments before each shot to ensure they looked neat and presentable on camera.
This shooting session allowed us to produce a combination of interview footage, product photography, and lifestyle visuals in a controlled studio environment. The additional close-up images and supporting footage also gave us greater flexibility during the content editing and layout design stages.
Content Shooting Day #3
Model 3: Jordon
Date: 6 July 2026 (Monday)
Time: 12:30pm-3:30pm
Location: Jordon’s House (SS15)
Things to Bring:
• Camera
• Laptop
• Headphones (as mic)
• Bring our own power bank/chargers
Agenda:
1. Shoot interview video
2. Shoot Product Detail Talk
Moodboards that i'm in charge with （Model 3: Jordon (Product Talk - Carousel)）
Photoshoot Documentation (me & kim)
During the class, they began developing the social media content calendar by completing the initial content strategy template. They discussed the most suitable content pillars for Pestle & Mortar Clothing (PMC) based on our selected persona, Jason. They proposed four key content pillars: Behind-the-Scenes / Brand Story, Education / Value, Entertainment / Engagement, and Product. These categories were chosen to reflect Jason's interests in craftsmanship, product quality, brand storytelling, and Malaysian creative culture. They also finalised the primary social media platforms for the campaign, deciding to focus on Instagram and TikTok. Instagram was selected for its ability to support visual storytelling, carousel posts, Reels, and product-focused content, while TikTok was identified as a suitable platform for short-form videos and behind-the-scenes content that could create a more authentic connection with the audience.
After presenting the proposed content strategy to Mr. Max, he agreed that the overall direction was appropriate. However, he pointed out that the Education / Value pillar overlapped with the Product pillar, as both covered similar topics such as materials, craftsmanship, and product value. Based on his feedback, the group decided to reduce the emphasis on educational content and allocate more attention to Behind-the-Scenes/Brand Story and Product content to create a clearer distinction among the pillars.
During the discussion, our group also brainstormed the type of models and creative individuals who could potentially represent PMC's target audience. We felt that people involved in streetwear, skateboarding, or the local creative community would best reflect the brand's identity and resonate with our selected persona. Although this was only an initial idea at the time, we agreed that it could be further explored and incorporated into our content direction in the later stages of the project.
In Week 8, our group continued developing the August 2026 social media campaign proposal for PMC by refining the content calendar and overall campaign strategy. Based on our selected persona, Jason, we focused on communicating PMC's craftsmanship, product value, brand story, and Malaysian creative identity throughout the campaign. During this week, we completed several key sections of the proposal, including the client brief, audience persona summary, content pillars, platform strategy, weekly content flow, detailed posting schedule, and the monthly content calendar.
During the consultation, Mr. Max commented that using both Instagram and TikTok was an appropriate approach, as different content formats and posting schedules could help maintain audience engagement throughout the month. He also advised that our campaign visuals did not necessarily need to feature actual PMC products, provided that the PMC logo was clearly incorporated as part of the brand identity. In addition, he encouraged us to begin preparing the storyboard, moodboard, and initial design development so that the creative direction could be established before moving into the final production stage.
Regarding the content calendar, Mr. Max mentioned that the overall August campaign was easy to understand, but suggested improving the monthly overview by making the content categories more visually organised. He recommended indicating which posts belonged to Instagram, TikTok, Reels, or static posts, and using different colours to distinguish each content type, allowing the campaign structure to be communicated more clearly.
In Week 8, our group held an online meeting to further refine the August 2026 social media campaign proposal for PMC. We finalised the campaign flow to guide audiences through different stages, beginning with brand introduction and awareness, followed by educational content, audience engagement, product-focused storytelling, and concluding with reminder and closing posts. We also discussed the most suitable content formats for each stage of the campaign, including static posts, carousel posts, Reels, TikTok videos, and Instagram Stories, ensuring that the content would remain engaging while taking advantage of each platform's strengths.
In addition, we brainstormed ideas for the campaign production, including the visual style and the type of models who would best represent PMC's target audience. We felt that individuals involved in streetwear, skateboarding, or the local creatives community would best reflect the brand's identity and resonate with our selected persona. These discussions helped us establish an initial creative direction for the campaign. Before ending the meeting, we agreed that our next priority would be to begin developing the creative assets, including the post layouts, typography, storyboard, and moodboard, to ensure the visual direction aligned with the overall campaign strategy.
.jpeg)
During Week 9, our group conducted an online meeting to review our production timeline and prepare for the upcoming content shooting session. The discussion focused on finalising the overall shooting plan, including the filming schedule, content direction, models, outfits, props, and storyboard.
We decided to prioritise filming the Brand Story and Product Promotion content first, as these would form the foundation of our campaign. The introductory video would be completed later by incorporating footage collected throughout the different shooting sessions. We also compared the content strategy for Instagram and TikTok. Instagram content would emphasise a clean and cohesive visual style, while TikTok videos would be more relaxed, authentic, and trend-oriented to better suit the platform.
My main responsibility this week was to develop the moodboard for the Brand Story reels/video, focusing on visual references, different model compositions, and close-up product shots. In addition, I researched and shortlisted several potential filming locations that matched the brand's aesthetic and overall concept. These included Bangunan Sultan Abdul Samad, Pakpeng Building, the National Textile Museum, KLCC Park, Seri Negara, Grumpy Bagels 1905, RexKL, and Pasar Seni. The location references helped the team visualise the atmosphere we wanted to achieve and supported the planning of our upcoming shoot.
Our group met online on 24 June to review the progress of our content planning and organise the next stage of production. During the discussion, we confirmed the structure of our first content release (A01–A04), which would consist of two Brand Story pieces and two Product Promotion pieces, presented through both carousel posts and short-form videos. We also revisited our moodboards, storyboards, production timeline, and shooting arrangements to ensure everyone was clear about their responsibilities.
During the consultation, Mr. Max provided feedback on our workflow rather than the creative direction. He encouraged us to begin producing as much visual content as possible before focusing on design, including product photographs, video clips, close-up details, and behind-the-scenes footage. This would give us more flexibility during the editing stage. He also revised the submission schedule, setting 11 July 2026 as the deadline for the first four deliverables and requested that we prepare several draft layouts for the following consultation. The remaining deliverables would be completed in Week 13, followed by the final presentation in Week 14.
Mr. Max also advised us to store all photos and videos in a shared Google Drive folder so that every team member could easily access the materials. He also suggested recreating the PMC logo in Adobe Illustrator using Image Trace to obtain a cleaner vector version instead of using the original raster file.
Following the consultation, our group continued planning the interview segment by refining the interview flow, preparing questions for Zadd, Bronny, and Jordon, and discussing the camera angles, shot sequence, and editing style to ensure the interviews aligned with the overall brand narrative.
Content Shooting Day #1
Date: 27 June 2025, 12pm
Meet at: Pasar Seni LRT Station (TBD)
Location: KL
Things to Bring:
• Small Tripod (minmah)
• Camera (boying)
• Long Sleeve Shirt (me)
• Plain Tshirt (me/kim/boying)
• 2-3 Pairs of Socks (minmah)
• Cap (me/minmah)
• Bottoms - Short Pants/Sweatpants/etc
• Jackets
• Sunglasses
Photoshoot Documentation (me)
Content Shooting – Brand Visual & Product Photography
For our first shooting session, the team travelled to Kuala Lumpur to produce the brand's visual content and product photography. The main objective was to capture a variety of streetwear images, product-focused visuals, and overview shots that reflected the identity and aesthetic of Pestle & Mortar Clothing. Before the shoot, we prepared the required outfits and styling items, including long-sleeve shirts, plain T-shirts, caps, and socks to create multiple looks.
During this session, I was responsible for most of the photography and also recorded several video clips that would later be used as teaser content. My focus was on capturing detailed product shots, including the caps, socks, clothing textures, and close-up images of the garments worn by the models. I also photographed wider lifestyle compositions to create a balanced collection of content for future social media posts.
Throughout the shoot, Kimberly, Bo Ying, Sze Min, and I took turns modelling the outfits. As the session progressed, we naturally collaborated by photographing one another to achieve different perspectives and compositions. For example, Kimberly photographed Bo Ying, while they also worked together to capture photos of me wearing the clothing. This flexible approach allowed us to produce more diverse content while making the shooting process efficient and enjoyable. Overall, everyone communicated well, supported one another throughout the production, and successfully completed the planned shots as a team.
Content Shooting Day #2
Model 1: Zadd
Date: 4 July 2026
Time: 8pm-10pm
Location: Sage Horizon Studio (meet there directly)
Things to Bring:
• Camera (boying)
• Laptop (kim)
• SD card for camera (kim)
• Bring our own power banks and phone chargers
• Clothing items (from KL that day one/the one we wearing in KL that day) to shoot close up
Content Shooting Day #2 Agenda
1. Set up & quick briefing with Zadd and members
2. Shoot Zadd Interview
3. Shoot Zadd Talk about Product Details and Material
4. While a member is shooting Interview/Product, other members are to film extra BTS scenes (both photos and videos, from different angles)
5. Product close up shoot
Content Shooting - Zadd Interview
For our studio shooting session, we filmed content featuring Zadd, the founder of the local streetwear brand FLOW and a professional hairstylist. Through Sze Min's connection, we were introduced to Zadd and successfully booked Sage Horizon Studio as our filming location. The studio provided a clean and professional setting that complemented the visual direction of our campaign while allowing us to interview in a comfortable environment.
Before the shoot, we brought the clothing pieces, caps, and socks that had been photographed during our Kuala Lumpur outdoor session so that we could capture additional close-up product shots in a more controlled lighting setup. Our production plan included filming Zadd's interview, recording his thoughts on the product's design, materials, and overall experience, while also collecting supporting visuals and behind-the-scenes content for future edits.
Throughout the production, our team worked together by dividing the responsibilities according to each person's role. Kimberly operated the main camera for the interview, while Sze Min conducted the interview and guided the conversation. I focused on photographing the products, capturing detailed close-up shots, and taking lifestyle portraits of the model wearing the garments. Meanwhile, Bo Ying documented the behind-the-scenes process and assisted with preparing the clothing, including steaming the garments before each shot to ensure they looked neat and presentable on camera.
This shooting session allowed us to produce a combination of interview footage, product photography, and lifestyle visuals in a controlled studio environment. The additional close-up images and supporting footage also gave us greater flexibility during the content editing and layout design stages.
Content Shooting Day #3
Model 3: Jordon
Date: 6 July 2026 (Monday)
Time: 12:30pm-3:30pm
Location: Jordon’s House (SS15)
Things to Bring:
• Camera
• Laptop
• Headphones (as mic)
• Bring our own power bank/chargers
Agenda:
1. Shoot interview video
2. Shoot Product Detail Talk
Content Shooting – Jordon Interview
For this production session, our team filmed content featuring Jordon, a creative design student, at his home in SS15. Before the shoot, we worked together to finalise the interview flow, storyboard, shot list, moodboard, and the equipment needed to ensure the filming process ran smoothly. The content produced during this session would later be developed into the SBTP Interview Reel and Product Talk Carousel.
The concept focused on presenting Jordon in his everyday creative environment. Instead of using a formal interview setting, we captured authentic moments of him working on his designs, using his laptop, and interacting with his living space. We also photographed his workspace, outfit details, and close-up shots of the product to create a more personal and engaging visual narrative.
During the shoot, our team divided the responsibilities to improve efficiency. I was mainly responsible for recording the interview footage and capturing environmental shots, and additional supporting visuals. Kimberly conducted the interview and assisted with supplementary footage, while Bo Ying managed the lighting setup and arranged the filming environment to achieve the desired visual quality.
The materials collected from this session provided a strong visual library for the post-production process and were later used to develop A05 (Jordon Interview Reel) and A06 (Product Talk Carousel).
Content Shooting Day #4
Model 2: Bronny
Date: 12 July 2026 (this Sunday)
Time: 2:30pm
Location: Boying’s House
Agenda:
1. shoot interview + extra shots
2. shoot product talk images/videos
Content Shooting – Bronny Interview
In Week 12, our team met online to evaluate the campaign's progress and plan the next stage of content production featuring Bronny. Besides discussing the interview flow, visual direction, and the development of A07 and A08, a large portion of the meeting was dedicated to reviewing the photos and videos collected from our previous shoots. Since we had produced a large amount of content, we carefully shortlisted the strongest images together by comparing their composition, lighting, visual quality, and overall consistency to ensure they matched the campaign's aesthetic.
During the consultation, Mr. Max provided feedback on our interview structure and overall visual identity. He suggested refining one of the interview questions to make it sound more natural and professional. He also recommended that each carousel should include a variety of image types, such as a hero image, full-body outfit shot, product close-up, candid lifestyle photo, and a concluding visual, allowing the story to unfold more effectively. In addition, he advised us to avoid excessive editing so that the clothing details, fabric textures, and colours remained accurate.
We also received feedback regarding the campaign's visual system. Neue Haas Grotesk was approved as the primary typeface, and we were encouraged to maintain consistency across all deliverables, including logo placement, typography, spacing, margins, and overall layout. Mr. Max also suggested establishing the design system early so that every post and video would share a unified visual language. He mentioned that existing footage could be reused for the teaser and closing content, provided that the teaser built curiosity while the final post effectively concluded the campaign.
On 12 July, the filming session with Bronny took place at Bo Ying's house. As I needed to return to Johor to vote in the state election, I informed my teammates in advance and received their approval for my absence. Although I was unable to attend the shoot physically, I contributed during the planning stage by helping the team develop interview questions and discussion ideas before filming. During the production, Kimberly handled the camera and captured the interview, lifestyle footage, outfit details, and product close-ups for A07 (SBTP Interview Reel) and A08 (Product Talk Carousel). Sze Min conducted the interview, while Bo Ying documented the behind-the-scenes footage throughout the session.
Week 13
Online Group Meeting – Final Production Planning
As the project entered its final production stage, our team held an online meeting on 15 July to organise the remaining tasks and plan for the final submission. Besides reviewing the overall campaign progress, we discussed the presentation structure, visual template, typography, colour palette, and the final selection of images for the product promotion carousels.
To improve efficiency, the unfinished deliverables were redistributed among the team members based on each person's workload. I was responsible for producing the two teaser contents, including the teaser video and Product Promotion carousel posts. I also collaborated with Kimberly on the Brand Story content to ensure it aligned with the campaign's overall visual direction.
Meanwhile, Kimberly took charge of editing the interview videos featuring Huang Yu and Jordon, while Sze Min was responsible for producing Zadd's Interview Reel and Product Talk Carousel. Bo Ying worked on the Huang Yu and Jordon Product Talk Carousels, and the Closing Carousel was completed collaboratively by Sze Min and Bo Ying.
As the campaign assets gradually came together, we continuously reviewed each other's work to maintain consistency across all deliverables. Kimberly also refined several photographs by removing distracting background elements and adjusting the layouts according to our established design system. Throughout this process, we frequently updated one another on our progress through the group chat, allowing us to resolve issues quickly and ensure that every post followed the same typography, logo placement, spacing, and overall visual identity before the final submission.
Key Visuals Editing Task Delegation
A12 Teaser 1 (Static Post) - Kim & Nicco
A13 Teaser 2 (Reel/Short Video) - Nicco
A01 Brand Story (Carousel) - Kim & Nicco
A03 Product Promotion (Carousel) - Kim & Nicco
A04 Product Promotion (Carousel) - Kim & Nicco
A06 Zadd (Interview) - Szemin
A07 Zadd (Carousel) - Szemin
A10 Huang Yu (Interview) - Kim
A11 Huang Yu (Carousel) - Boying
A08 Jordon (Interview) - Kim
A09 Jordon (Carousel) - Boying
A14 Closing 1 (Carousel) - Boying & Szemin
A01_Brand Story Posts
A02_Product Promotion (Carousel)
Key Visuals Showcase
DSMC Task 3 Final Presentation
For the final presentation, the slides were divided among the four group members based on the main campaign sections. Each member was responsible for preparing the content and layout for their assigned sections.
Task Distribution
Sze Min
- Brand Introduction
- Brand Identity Overview
- Marketing / Social Media Analysis
- Campaign Content Pillars / Phases
Nicco
- Competitor Analysis
- Key Findings
- Campaign Objectives
Boying
- Main Persona and Empathy Map Insights
- Campaign Problem / Opportunity
Kim
- Campaign Big Idea
- August Campaign Calendar
- Key Visual Showcase
- Conclusion
Final Presentation Slides
Week 13
Online Group Meeting – Final Production Planning
As the project entered its final production stage, our team held an online meeting on 15 July to organise the remaining tasks and plan for the final submission. Besides reviewing the overall campaign progress, we discussed the presentation structure, visual template, typography, colour palette, and the final selection of images for the product promotion carousels.
To improve efficiency, the unfinished deliverables were redistributed among the team members based on each person's workload. I was responsible for producing the two teaser contents, including the teaser video and Product Promotion carousel posts. I also collaborated with Kimberly on the Brand Story content to ensure it aligned with the campaign's overall visual direction.
Meanwhile, Kimberly took charge of editing the interview videos featuring Huang Yu and Jordon, while Sze Min was responsible for producing Zadd's Interview Reel and Product Talk Carousel. Bo Ying worked on the Huang Yu and Jordon Product Talk Carousels, and the Closing Carousel was completed collaboratively by Sze Min and Bo Ying.
As the campaign assets gradually came together, we continuously reviewed each other's work to maintain consistency across all deliverables. Kimberly also refined several photographs by removing distracting background elements and adjusting the layouts according to our established design system. Throughout this process, we frequently updated one another on our progress through the group chat, allowing us to resolve issues quickly and ensure that every post followed the same typography, logo placement, spacing, and overall visual identity before the final submission.
Key Visuals Editing Task Delegation
A12 Teaser 1 (Static Post) - Kim & Nicco
A13 Teaser 2 (Reel/Short Video) - Nicco
A01 Brand Story (Carousel) - Kim & Nicco
A03 Product Promotion (Carousel) - Kim & Nicco
A04 Product Promotion (Carousel) - Kim & Nicco
A06 Zadd (Interview) - Szemin
A07 Zadd (Carousel) - Szemin
A10 Huang Yu (Interview) - Kim
A11 Huang Yu (Carousel) - Boying
A08 Jordon (Interview) - Kim
A09 Jordon (Carousel) - Boying
A14 Closing 1 (Carousel) - Boying & Szemin
DSMC Task 3 Final Presentation
For the final presentation, the slides were divided among the four group members based on the main campaign sections. Each member was responsible for preparing the content and layout for their assigned sections.
Task Distribution
Sze Min
- Brand Introduction
- Brand Identity Overview
- Marketing / Social Media Analysis
- Campaign Content Pillars / Phases
Nicco
- Competitor Analysis
- Key Findings
- Campaign Objectives
Boying
- Main Persona and Empathy Map Insights
- Campaign Problem / Opportunity
Kim
- Campaign Big Idea
- August Campaign Calendar
- Key Visual Showcase
- Conclusion
Feedback
Week 8
General Feedback:
Mr. Max agreed with our overall campaign direction and felt that using both Instagram and TikTok was appropriate. He explained that content could be scheduled across different days and formats to maintain consistent weekly engagement. He also emphasised the importance of beginning the pre-production stage early by preparing the storyboard, moodboard, and initial design development. Good time management is essential to ensure the production process stays on schedule and avoids delays in the later stages of the project.
Specific Feedback:
We finalised the campaign flow to guide audiences through different stages, beginning with brand introduction and awareness, followed by educational content, audience engagement, product-focused storytelling, and concluding with reminder and closing posts. We also discussed the most suitable content formats for each stage of the campaign, including static posts, carousel posts, Reels, TikTok videos, and Instagram Stories, ensuring that the content would remain engaging while taking advantage of each platform's strengths. In addition, we brainstormed ideas for the campaign production, including the visual style and the type of models who would best represent PMC's target audience. We felt that individuals involved in streetwear, skateboarding, or the local creative community would best reflect the brand's identity and resonate with our selected persona. These discussions helped us establish an initial creative direction for the campaign. Before ending the meeting, we agreed that our next priority would be to begin developing the creative assets, including the post layouts, typography, storyboard, and moodboard, to ensure the visual direction aligned with the overall campaign strategy.
We finalised the campaign flow to guide audiences through different stages, beginning with brand introduction and awareness, followed by educational content, audience engagement, product-focused storytelling, and concluding with reminder and closing posts. We also discussed the most suitable content formats for each stage of the campaign, including static posts, carousel posts, Reels, TikTok videos, and Instagram Stories, ensuring that the content would remain engaging while taking advantage of each platform's strengths. In addition, we brainstormed ideas for the campaign production, including the visual style and the type of models who would best represent PMC's target audience. We felt that individuals involved in streetwear, skateboarding, or the local creative community would best reflect the brand's identity and resonate with our selected persona. These discussions helped us establish an initial creative direction for the campaign. Before ending the meeting, we agreed that our next priority would be to begin developing the creative assets, including the post layouts, typography, storyboard, and moodboard, to ensure the visual direction aligned with the overall campaign strategy.
Week 9
General Feedback:
Mr. Max approved our proposed campaign direction and agreed that the team should begin by developing the Brand Story and Product Promotion content. He encouraged us to prioritise gathering a wide range of production materials, including product photographs, video footage, close-up shots, and behind-the-scenes content. Building a comprehensive library of visual assets at an early stage would provide greater flexibility during the design, editing, and content development process.
Specific Feedback:
Mr. Max recommended maintaining a consistent posting schedule by publishing content across both Instagram and TikTok on different days. If the campaign were to focus solely on Instagram, he suggested using a mix of content formats, such as feed posts and Stories, to keep the account active and engaging. He also reminded us to include a clear campaign introduction in our presentation to provide context for the audience. For the video content, he explained that the clothing featured did not necessarily have to be PMC products, but the PMC branding or logo should be visible to reinforce brand identity. Additionally, he mentioned that involving the brand founder was optional, as models could also effectively represent the campaign. Finally, he advised us to start developing the storyboards, moodboards, and key visual concepts as early as possible to allow sufficient time for production, revisions, and refinement before the final submission.
Week 10
General Feedback:
Mr. Max commented that our initial moodboards demonstrated a clear creative direction and that the overall concept was heading in the right direction. However, he reminded us that Pestle & Mortar Clothing has evolved into a more premium, lifestyle-oriented streetwear brand, so this positioning should be consistently reflected throughout the campaign. He also felt that our brand research, moodboards, storyboards, and location scouting had provided a solid foundation for the first production phase. Moving forward, he encouraged us to capture a wider variety of lifestyle imagery, product-focused shots, and environmental visuals to give us greater flexibility during the content creation process.
Specific Feedback:
Mr. Max advised us to continue developing the first batch of content based on the approved Brand Story and Product Promotion concepts. He emphasised that the visual content should communicate PMC's brand identity by highlighting its cultural influences, craftsmanship, product quality, and connection to the urban lifestyle of Kuala Lumpur. Throughout the production process, we were encouraged to ensure that every image and video aligned with the brand's premium aesthetic and conveyed a consistent visual identity across all campaign materials.
Week 11
General Feedback:
Mr. Max was satisfied with our overall progress and encouraged us to continue with the production schedule. As we had completed the first round of content shooting, he suggested that we begin reviewing and organising the footage while preparing the next phase of content production. He felt that our planning for the upcoming interviews, including the moodboards, storyboards, interview flow, and product references, was well organised. He also reminded us to ensure that the interview footage, environmental visuals, and product close-up shots could work cohesively during the editing stage to create a consistent viewing experience.
Specific Feedback:
Mr. Max commented that our interview questions were clear and suitable for a natural conversational format. He encouraged us to proceed with the filming and share the completed footage for further review before moving into post-production. For the model interview content, he advised us to tailor the interview questions, shot composition, and visual direction according to each individual's personality and background, allowing the content to feel more authentic rather than overly promotional. Overall, he acknowledged that the team was making good progress and was on track with the project timeline.
Week 12
General Feedback:
Mr. Max acknowledged that our campaign was progressing well and encouraged us to start establishing a consistent design system before all of the filming had been completed. He explained that having a unified visual framework early in the process would make the remaining content easier to produce and maintain. He also mentioned that existing photos and videos could be reused for the teaser and closing posts, provided that each deliverable had a clear communication objective. The teaser should build curiosity and encourage audience engagement, while the closing post should effectively conclude the campaign and reinforce its overall message.
Specific Feedback:
During the consultation, Mr. Max recommended revising one of the interview questions to make it more professional and open-ended, allowing the conversation to flow more naturally. For the carousel posts, he advised us to curate the images carefully so that each slide served a different purpose, such as introducing the subject, showcasing the full outfit, highlighting product details, presenting candid moments, and providing a strong closing visual. He also reminded us to avoid using images that were too dark or overly edited, ensuring that the garments, textures, and styling remained clearly visible. In addition, he approved Neue Haas Grotesk as our primary typeface and emphasised the importance of maintaining consistency across all campaign assets through the use of standardised logo placement, typography, margins, text sizes, subtitle styles, and visual hierarchy. Overall, he encouraged us to continue refining our image selection and applying the same visual system across every piece of content to create a cohesive campaign identity.
Week 13
General Feedback:
N/A
Specific Feedback:
N/A
Week 14
General Feedback:
[Submission Week] Final Presentation.
Specific Feedback:
Mr. Max commented that our photographs had a strong editorial quality and effectively supported the storytelling concept. However, he pointed out that the visuals did not yet feel like a unified campaign because the campaign branding was not prominent enough. He advised us to make the Stories Behind The Piece title treatment and PMC logo more visible across all deliverables to strengthen the campaign identity. He also suggested reorganising the carousel sequence by featuring the product earlier before introducing the personal narrative, ensuring that the clothing remained the main focus. Overall, he encouraged us to apply a more consistent visual system through branding, layout, and typography so that every post would be immediately recognisable as part of the same campaign rather than as individual standalone content.
Reflection
This project gave me valuable experience in managing a social media campaign from research and planning to production and final execution. It required me to think about content strategy, brand positioning, storytelling, and how different social media platforms communicate with their audiences. Throughout the production process, I gained a better understanding of how every stage, from moodboards and storyboards to photography, filming, editing, and layout design, contributes to building a consistent campaign identity.
As one of the main photographers for the campaign, I learned how to plan and execute different types of shoots in both outdoor and studio environments. I became more confident in directing compositions, capturing product details, documenting lifestyle moments, and producing visual assets that could be used across multiple content formats. Working closely with my teammates also taught me the importance of communication and flexibility, as we often adjusted our roles during the shoots to ensure that everything ran efficiently and that the final results met our expectations.
The feedback received throughout the project also changed the way I approach campaign design. I realised that producing visually appealing images alone is not enough. Every piece of content needs to be connected through a consistent visual system, including typography, logo placement, layout, and campaign branding. I also learned to think more strategically about content sequencing, ensuring that the product remains the focus while storytelling supports the overall campaign message. These details helped me understand how strong branding creates a more cohesive and recognisable campaign.
Overall, this project strengthened both my creative and collaborative skills. It taught me how to balance creativity with strategic thinking, accept feedback constructively, and refine ideas through multiple iterations. More importantly, I developed a deeper appreciation for the planning and coordination required behind successful content production, and I believe these experiences will be highly valuable for future branding and social media design projects.
This project gave me valuable experience in managing a social media campaign from research and planning to production and final execution. It required me to think about content strategy, brand positioning, storytelling, and how different social media platforms communicate with their audiences. Throughout the production process, I gained a better understanding of how every stage, from moodboards and storyboards to photography, filming, editing, and layout design, contributes to building a consistent campaign identity.
As one of the main photographers for the campaign, I learned how to plan and execute different types of shoots in both outdoor and studio environments. I became more confident in directing compositions, capturing product details, documenting lifestyle moments, and producing visual assets that could be used across multiple content formats. Working closely with my teammates also taught me the importance of communication and flexibility, as we often adjusted our roles during the shoots to ensure that everything ran efficiently and that the final results met our expectations.
The feedback received throughout the project also changed the way I approach campaign design. I realised that producing visually appealing images alone is not enough. Every piece of content needs to be connected through a consistent visual system, including typography, logo placement, layout, and campaign branding. I also learned to think more strategically about content sequencing, ensuring that the product remains the focus while storytelling supports the overall campaign message. These details helped me understand how strong branding creates a more cohesive and recognisable campaign.
Overall, this project strengthened both my creative and collaborative skills. It taught me how to balance creativity with strategic thinking, accept feedback constructively, and refine ideas through multiple iterations. More importantly, I developed a deeper appreciation for the planning and coordination required behind successful content production, and I believe these experiences will be highly valuable for future branding and social media design projects.
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