underpaint

Creative

Start from a first layer, not a blank wall.

Three campaign routes from one brief, in the brand's voice, and copy that already knows the banned claims. The idea that sticks is still yours.

Start freeFour guided messages. No card.

01The moment

A good brief. The first three ideas would come to anyone.

  • A generic chat gives you the same three slogans as everyone else.

  • The brand voice arrives at the end, like a costume.

  • Half the routes are one joke told three ways.

02See it run

From one brief to three routes and a key visual.

Creative on the fictional Lumo Bank launch. Recorded in the app, not mocked up.

Real screens from Underpaint. A fictional brief for a fictional bank.

03Methods for your role

Run one on your brief. The client, the brand and the brief are already in the project.

Campaign routes from a brief

When

You have a brief and need distinct routes before anyone writes a line or a key visual.

You get

  1. 01The job
  2. 02Route 1
  3. 03Route 2
  4. 04Route 3
  5. 05Where I would start

Copy in the brand voice

When

The route is chosen. Now the words people will actually read.

You get

  1. 01Job of the text
  2. 02Copy
  3. 03Needs proof before it runs

04What stays yours

Which route to kill, which two to merge, and the line that makes the client laugh in the meeting. The creative voice in Underpaint refuses three versions of the same joke and warmth that could sit on any brand.

Bring your next brief.

Four messages on us. Bring a real client, not a demo.

Start free