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Content & Reels Strategy

Creative Exploration

Luma Coffee: Reels Growth Campaign

A portfolio demonstration of how short-form video is planned as a system, hooks, formats, filming and editing, rather than one-off videos.

This is a self-initiated concept project created to demonstrate capability. The brand shown is fictional and no client names or performance data are represented.

Content & Reels StrategyConcept Project

Luma Coffee: Reels Growth Campaign

Pour
Ritual
Roast
Client
Luma Coffee (Concept Project)
Services
Short-form StrategyReel ConceptsCover DesignStoryboardingShot ListsEditing Direction
Category
Content & Reels Strategy

Project overview

A concept short-form strategy: reel covers, hooks, storyboards, a shot list, an editing style guide and a monthly reel calendar, presented as a marketing deck.

Goals

  • Turn short-form from guesswork into a repeatable weekly system
  • Design reel covers that keep the grid looking intentional
  • Build hooks that earn the first three seconds
  • Make filming and editing possible without a full production crew

Creative process

  1. 01

    Format Design

    Define three recurring reel formats the brand can run indefinitely.

  2. 02

    Hook Writing

    Write and rank opening lines against curiosity, value and specificity.

  3. 03

    Storyboard & Shot List

    Frame-by-frame planning so a half-day shoot covers a full month.

  4. 04

    Edit System

    Lock pace, typography, colour grade and end card into a style guide.

Deliverables

  • Reel cover designs
  • Short-form content strategy
  • Hook idea bank
  • Storyboard previews
  • Filming shot list
  • Editing style guide
  • Instagram Reel preview screens
  • TikTok content examples
  • Monthly reel content calendar

Project outcome

A three-reels-per-week engine with designed covers, repeatable formats and an editing style anyone on the team can follow.

Presentation

Final deliverables

Every board below was designed for this concept, layouts, systems and mockups, not stock imagery.

Reel Cover Designs

Feed Consistency
Pour
Ritual
Roast
Latte Art
Behind Bar
Bean Origin

Hook Ideas

First 3 Seconds
  • The 3 mistakes killing your home espresso
  • Why our beans rest 14 days
  • POV: the first pour of the morning
  • One bean, three completely different drinks
  • What €4 actually buys you

Storyboard Preview

6 Frames

01

Hook

02

Tension

03

Reveal

04

Detail

05

Payoff

06

CTA

Filming Shot List

Half-day Shoot
  • Macro pour80fps, tripod, backlit steam
  • Hands & tampHandheld, shallow depth
  • Counter wideLocked-off, morning rush
  • Bean detailOverhead, natural window light
  • Customer momentCandid, no direct camera

Editing Style Guide

Repeatable
  • PaceCut every 1.2–1.8s, no dead frames
  • TypeEditorial serif titles, sentence-case captions
  • ColourWarm grade, lifted blacks, low saturation
  • SoundAmbient café bed + trending audio layer
  • End cardLogo lockup, 0.8s, single CTA line

Reel & TikTok Preview Screens

Platform Mockups
Instagram Reels
TikTok

Projected Engagement Shape

Illustrative Only

Illustrative trend shape for a consistent 3-reels-per-week cadence. No client metrics are represented.

Monthly Reel Calendar

12 Reels
MTWTFSS
12345678910111213141516171819202122232425262728
post reel story

Projected results

Intended outcomes for this concept. No real performance data is shown.

  • Higher discovery reach than static posts on the same cadence
  • One shoot day producing a month of short-form content
  • A visually consistent reel row on the profile grid
  • Formats that get faster and stronger each month

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