Digital & Social Media Communication | Task 3: Campaign Proposal, Content Calendar & Key Visual Design
10/6/26 - 22/7/26 (Week 8 - Week 14)
Kimberly Miaw Jya Nee | 0366836
Bachelor of Design (Honours) in Creative Media | Taylor's University
Digital & Social Media Communication
Task 3: Campaign Proposal, Content Calendar & Key Visual Design (40%)
Table of Contents
1. Instructions
2. Task
3. Feedback
4. Quick Links
Instructions
Task
Deadline: Week 14
For the final task, we were required to develop a complete August 2026
social media campaign proposal for Pestle & Mortar Clothing based on the
research findings from Task 1 and Task 2.
This involved creating a strategic campaign concept, planning a month-long
social media content calendar, designing a series of cohesive campaign key
visuals, and presenting the overall campaign direction through a
professional presentation deck.
We shot the contents across 4 different days. So before each content
shooting day, we will have a meeting at the beginning of the week to
discuss the asset planning and finalise the directions.
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 (nicco)
• Plain Tshirt (nicco/kim/boying)
• 2-3 Pairs of Socks (minmah)
• Cap (nicco/minmah)
• Bottoms - Short Pants/Sweatpants/etc
• Jackets
• Sunglasses
*Can just bring any suitable type of clothing (plain, “premium looking”,
no logo)
For Content Shooting Day #1, we shot content for Teaser, Trailer, Brand
Story, Product Promotion posts.
Fig. 2. Model Interview Questions, Storyboard, Shot List
Content Shooting Day #2
Date: 4 July 2026 (this Saturday)
Time: 8pm-10pm
Location: Sage Horizon Studio (meet there directly)
Things to Bring:
• Camera (boying)
• Laptop (kim)
• SD card for camera (kim)
• Bring your own power banks and phone chargers
• Clothing items (from KL that day one/the one you wearing in KL
that day also can) to shoot close up
*Can just bring any suitable type of clothing (plain, “premium looking”,
no logo)
*Remember to have dinner first before heading there
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 (Zadd can leave
after this)
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
Notes:
• prioritise shooting with original camera/phone camera, as it
is easier to edit later on + higher quality
• dazz cam can be used as usual but make sure you also have the
same shots in original camera
• this is to ensure our images/video looks consistent, because
if we look at PMC IG account, their content is not too film-ey/heavily
filtered
• remember PMC’s goal is to achieve clean, premium aesthetic
For Content Shooting Day #2, we shot Model 1: Zadd's Interview video
and Product Talk carousel. We also did additional shots for Product
Promotion post.
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 your own power bank/chargers
Agenda:
1. shoot Interview Video
2. shoot Product Detail Talk
*can help me check through the interview questions, storyboard, shot
lists, etc
For Content Shooting Day #3, we shot Model 1: Zadd's Interview video
and Product Talk carousel. We also did additional shots for Product
Promotion post.
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
*remember to have lunch before coming
For Content Shooting Day #4, we shot Model 2: Bronny's Interview video and Product Talk carousel.
As for the closing post, we plan to utilise the images and videos from our previous shoots.
Key Visuals Editing Task Delegation
A12 Teaser 1 (Static Post) - Kim
A13 Teaser 2 (Reel/Short Video) - Nicco
A01 Brand Story (Carousel) - Nicco
A03 Product Promotion (Carousel) - Nicco
A06 Zadd (Interview) - Szemin
A07 Zadd (Carousel) - Szemin
A10 Bronny/Huang Yu (Interview) - Kim
A11 Bronny/Huang Yu (Carousel) - Boying
A08 Jordon (Interview) - Kim
A09 Jordon (Carousel) - Boying
A14 Closing 1 (Carousel) - Boying & Szemin
A13 Teaser 2 (Reel/Short Video) - Nicco
A01 Brand Story (Carousel) - Nicco
A03 Product Promotion (Carousel) - Nicco
A06 Zadd (Interview) - Szemin
A07 Zadd (Carousel) - Szemin
A10 Bronny/Huang Yu (Interview) - Kim
A11 Bronny/Huang Yu (Carousel) - Boying
A08 Jordon (Interview) - Kim
A09 Jordon (Carousel) - Boying
A14 Closing 1 (Carousel) - Boying & Szemin
Interview Video Editing Format:
Font: Space Grotesk
Subtitles: 8pt
Stories Behind The Piece Typography: 12pt, Bold
CTA: Size 10pt
Intro/Ending: PMC logo, followed by Stories Behind The Piece (Left-Aligned)
A08 Jordon (Interview Video)
I began by editing Jordon's interview video in CapCut. I started with trimming unnecessary footage, bloopers, and pauses to create a smoother flow. I then added casual lifestyle stills of Jordon throughout the interview to create more visual variety and support the conversation. To complement the relaxed and conversational tone, I included a jazzy background track and matched the audio levels to ensure clear and balanced sound throughout the video. Finally, I performed colour correction and colour grading to achieve a cleaner and more consistent visual appearance.
Fig. 3. Process: Jordon (Interview Video)
A10 Bronny/Huang Yu (Interview Video)
I then edited Bronny's interview video using the same workflow as Jordon's, including trimming the footage, adding lifestyle stills, refining the audio, and colour grading the overall video. As the interview was filmed outdoors, the changing natural lighting required me to manually colour grade certain scenes individually to maintain a consistent look throughout the video.
For our teaser post, which also serves as the first post of the campaign, we decided to keep the design simple as we had already planned a trailer video to build anticipation. I first refined the image in Lightroom by adjusting the colour tones while preserving its intentionally blurred and grainy aesthetic. I then imported it into Illustrator, where I enhanced the grain texture and added the texts, PMC logo, and campaign drop date.
A grid system was used to align these elements consistently, which was also applied across all image-based posts throughout the campaign to maintain a cohesive visual identity.
Fig. 5. Process: Teaser 1 (Static Post)
Besides working on my own key visuals, I also helped Boying and Szemin colour correct their carousel images to maintain visual consistency throughout the campaign.
Fig. 6. Key Visuals Showcase
Fig. 7. Final Presentation Slides
Feedback
Week 8 (10/6/26)
General Feedback:
Task 3 briefing. We started filling in the Content Calendar
Spreadsheet up until page 03 Content Strategy in class.
Specific Feedback:
We have chosen 4 content pillars, after consulting with Mr Max we further refined our plans.
Week 9 (17/6/26)
General Feedback:
We held an online meeting to fill up the August Calendar Plan.
Specific Feedback:
Online Consultation Feedbacks:
- Posting on both Instagram and TikTok is recommended, with posts scheduled on different days to maintain consistent weekly engagement.
- If using only Instagram, vary the content formats (e.g., feed posts and Stories) to keep the posting schedule active.
- Include a clear introduction section in the campaign presentation.
- Videos do not need to feature PMC clothing, but should include PMC branding/logo for clear brand placement.
- Founder participation is optional; models may be used instead.
- Begin developing storyboards, moodboards, and key visual concepts early to ensure sufficient production time.
- Improve the monthly content calendar by using colour coding to differentiate platforms (Instagram/TikTok) and content formats (post/reel).
- Complete the Design Tracker tab, which was still empty during the consultation.
Week 11 (1/7/26)
General Feedback:
This week, we conducted content shooting for A01–A04 and began reviewing footage for editing and post planning. We also developed the interview questions for A06 (Stories Behind the Piece – Model 1). We also started planning A07 (Product Talk) and A08–A09 (Model 3 Interview) content for the following production phase.
Specific Feedback:
Feedback's from Mr Max:
- Interview questions were well structured and suitable for the intended conversational style.
- Proceed with the content shoot and share the completed footage for further feedback.
- Overall progress was acknowledged as good.
Week 12 (8/7/26)
General Feedback:
- Completed interviews with 2 out of 3 models for the Stories Behind the Piece series and finalised interview questions for the final model.
- Selected and reviewed images for the carousel posts (A03, A04, A07, A09), preparing them for editing and layout design.
- Began editing the model interview videos for Reel content.
- Finalised the campaign's typography (Neue Haas Grotesk) and established a consistent logo placement and visual system based on PMC's existing branding.
- Planned the remaining campaign assets, including teaser posts, closing posts, and the founder interview, while preparing for the final editing and presentation phase.
Specific Feedback:
Online Consultation Feedbacks:
- Refine the interview questions by using more professional, open-ended wording for sensitive topics.
- Curate carousel images carefully, ensuring each image has a distinct purpose (opening, lifestyle, product detail, candid, closing).
- Keep the product clearly visible by avoiding images that are too dark or heavily filtered.
- Maintain a consistent visual identity through logo placement, typography, margins, and text sizing; ensure the PMC logo remains high quality.
- Start building the design system (carousel layouts, subtitle styles, title cards, visual hierarchy) before all content is finalised.
- Reuse assets for teaser and closing posts only if they serve different communication purposes.
- Overall, continue refining image selection and standardising the visual system to create a cohesive campaign.
Week 14 (21/7/26)
General Feedback:
[Submission Week] Final Presentation
Specific Feedback:
Lecturer Feedbacks:
- Photos have strong editorial quality overall
- Main issue: the key visuals don't read as a cohesive campaign, they lack campaign-specific design elements (title treatment, logo), making them feel like they could be posted anytime rather than tied to this specific campaign
- Missing "Stories Behind The Piece" branding and the PMC logo on the visuals themselves, both need to be bigger/more visible so the campaign identity is clear at a glance
- One judge suggested rebalancing the content order: lead with the product first to keep it front and center, then move into the storytelling, so the product itself isn't overshadowed by the personal narrative angle
- Overall takeaway: the storytelling concept is right, but the execution currently feels slightly offset, needs stronger campaign branding (title + logo) to visually tie the visuals together as one unified campaign rather than standalone posts
Quick Links
Thank You
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