Unexpected details

Finish with unexpected details

We go past the obvious. It’s how we connect with our audience and bring our vision to life for them. We use our language to go against expectations and speak to imaginations. 

Go past the obvious and bring our vision to life.
Not random – we don't come across unhinged or intellectual, we're just having fun experimenting

How to write with unexpected details

Make it vivid

We don’t do clichés. Go beyond the obvious to find something specific and real. 

It helps people picture exactly what we’re talking about – and keeps us on their minds longer. It could be:  

  • The occasion: ‘crashing the VIP tent’ is more vivid than a ‘going to a festival’ 

  • The product: ‘Classic perforated detailing’ is more evocative than ‘Details: Broguing’ 

  • The feeling: ‘waiting for this all year’ is more relatable than ‘excited’

Do
Don't

Play with the visuals

Imagery is a fundamental way we express our personality. So work with it. 

Our visuals tell a story – words add new context. Don’t just describe what’s happening in the image, build on the brief to find an intriguing angle:

  • Think about the people. What's their story? Where have they been? Where are they going?

  • What does their style tell you? Are there stand-out items? Do the clothes match the context? 

  • Look at the location. Is there anything unusual about it? Could there be?

Add in irreverence

Our fun side is subtle, not laugh-out-loud funny. We find the right moment to make that connection – using irreverent comments that click with our audience.  

We do ✅  

  • Riff on shared experiences and references  

  • Comment on ourselves 

  • Trust the audience to get it 

We don’t ❌

  • Stereotype people or social groups 

  • Pick the wrong moment (like bad news)

  • Let personality get in the way of clarity

  • Spell out the joke or rely on exclamation points to make it land

Do
Don't