For founder-led brands where the product is the story

Most content budgets are spent beautifully on the wrong thing.

Ninety minutes with our creative director, and a written plan for what your brand should make over the next quarter, why, and in what order. It is written so you could hand it to any producer.

Let’s talk Reply within one working day
Your creative team, extended.
No handovers. No compromise.
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Hero · campaign still
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Selected clients
Augustinus BaderCalvin KleinAdidasWoolworthsSkin CreameryEllesseNauticaDerek Rose
Work produced by LOOP across beauty, skincare, fashion, sport and lifestyle, in the UK, Europe and South Africa. Currently working with Poma
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Full-bleed editorial break · widest, most confident frame you have
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You are not short of content. You are short of a reason.

The last shoot is being stretched past its usefulness. The calendar demands posts, so posts get made. Nobody has had a clear hour to decide what the brand is actually arguing this quarter, so the argument gets made accidentally, at volume, in public.

That is expensive twice: once when you produce it, and again when it fails to work hard enough to justify the spend behind it.

LOOP sits between the agencies that tell you what to do and the production companies that make what they are told. We decide what the brand should make next, and then we make it.

01 / The way in

The Content Direction Review

Know what to make before you spend a day making it.

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The direction document · flat lay
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01Ninety minutes with Chris Smith, LOOP’s creative director. Not an account manager, and not a junior taking notes.
02Your brand’s point of view for the next quarter, written down in language your team can act on.
03The content system it implies: hero, cutdowns, paid, product, lifestyle, and the formats you actually publish in.
04A shot list built around your brand, not a template.
05A named recommendation of what to produce first, and what not to produce at all.
What you are actually paying for

You are paying for the decision, not the day. The plan is the valuable part: what your brand should make this quarter, in what order, and what to stop making. It takes real work to write, and it is yours whatever happens next.

The fee

You only pay for the Review if you walk away with it.

Nothing is due before we start. We agree the Review fee in writing before the call, so nobody is surprised either way. [OPTIONAL: state the fee here, e.g. “The Review is R____.”]

If we make the work together The Review costs you nothing. Its fee comes off your first production invoice, in full. You have paid for thinking that turned into work.
If you take the plan elsewhere The Review fee becomes payable. You keep the direction and the shot list, and you are free to hand them to any producer. You have paid for thinking you are using.

Either way you are never committed to producing with us, and you never risk money to find out whether we are right for your brand.

How it works

02 / Process
01 / The ReviewNinety minutes. We work out what your brand is trying to become, and what content actually serves that. This is where most shoots go wrong before they start.
02 / The planYou see the direction and the shot list before anything is shot. Nothing gets produced until you have approved it, and you are never committed to producing it with us.
03 / The makingOne senior team. The people you met on the call are the people on set, in the edit, and on the phone when something needs to change.
04 / DeliveryEdited, graded and delivered in the formats you actually use, within ten working days of an agreed scope.
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Product detail · macro or texture
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The same shoot, wider · model or lifestyle
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03 / Proof

Skin Creamery

A twelve-month partnership: creative direction, photography, video, social and a full website redesign, under one roof. One team deciding what the brand should say, and the same team making it.

Read the case study
+4,300Organic followers in 90 days
6.55%Click-through rate on paid social
Lowest cost-per-saleIn the brand’s Meta Ads history
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Chris on set · reportage, unposed
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04 / Who you get

The people you meet are the people doing the work.

Chris Smith spent twenty years in the industry before founding LOOP: TM Lewin in London, from garment technologist through to creative director, then creative director at ninety9cents in Cape Town.

He can read how a product is made, in a lab or on a factory floor, and tell you which detail the campaign should be about. That is not a service line on a menu. It is the reason the work comes back specific rather than merely handsome.

05 / Where

Cape Town is a logistics answer, not a reason to buy.

LOOP works out of Cape Town: crews, studios, locations and a production floor that runs year round, on a working day that overlaps London with an hour or two in hand. We have produced remotely for international brands and on the ground for local ones.

What you are buying is international creative direction. Where it gets made is the easy part, and we have answered it many times.

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Location or crew at work · Cape Town
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Questions people actually ask

We are not in Cape Town. How does this actually work?The Review happens on a call, wherever you are. If it becomes production, we handle shipping, customs, permits and approvals. Our day starts an hour or two before yours, so notes you send at the end of your afternoon are usually answered before you open your laptop.
What if we do not like the direction?You see it before anything is shot, and you are never committed to producing it with us. Take it to another producer if you would rather; that is exactly what the Review fee covers, and the plan is written so it can be handed over.
How much does it cost?The Review fee is agreed in writing before we start, and it is free if we go on to make the work together. Production is quoted against the plan, so the number is based on what you have already approved rather than a guess. Most brands work with us at roughly what a mid-level marketing hire costs, spread across a quarter rather than a salary.
Can we use the work for paid?Yes. We plan, shoot and cut with paid placements in mind, and we will tell you which assets deserve budget behind them and which do not.
Do you work with agencies?Occasionally, by introduction, and entirely behind the scenes. Your client stays yours. Ask us.

Tell us what you are working on.

We reply within one working day, and we will tell you honestly if this is not the right moment.

Your creative team, extended. No handovers. No compromise.
What does content production currently cost you per quarter?
When does this need to be moving?
Reply within one working day

Thank you. We will come back to you within one working day.

LOOP Cape Town. Working everywhere.