851 Jewelry — Pilot Film

The Setup

This brand started at a kitchen table, at an address called 851. It grew into two stores, thousands of customers nationwide, and a résumé that includes Vogue — on ideas you generate, shoot, and edit yourself, with a paid engine already returning on the spend.

But the next idea isn't an Instagram reel. It's a commercial: actors, timing, a stripped-down set that has to land a joke while playing it dead straight — the way Old Spice, Liquid Death, and Dollar Shave Club did it. Humor like that requires a production team, not another afternoon with a phone. The constraint was never your ideas. It's execution capacity.

Concept. Shoot. Cut. Launch. Repeat.

That's the machine this proposal builds.

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The Gap

For the concept you described — three guys, a whiteboard, a boys-trip list getting crossed off one item at a time, deadpan-serious delivery, minimal set — three things stand between the idea and a finished spot:

1. Professional capture — camera, lighting, and sound good enough that "stripped down" reads as a creative choice, not a budget.
2. An edit built for comedic timing — cutting the footage so the tone reads as your brand, not generic comedy.
3. Writing and directing the comedy itself — a script with beats that work on camera, and someone on set directing the cast to hit deadpan timing on a schedule.

Everything upstream of the shoot — casting, space, props — you've already said you're equipped to run point on or source through your own connections. That's the right call for a pilot, and it's exactly where we've scoped this.

We've built this proposal so you decide how much of #3 you want to own yourself.

The Plan

This is a pilot engagement, deliberately lean. The goal is a working relationship and a proven pipeline before either of us scales it — one concept, done well, is worth more right now than a bigger package neither of us has tested together. Two ways in:

Included in either option (no charge)

A strategy session before pre-production. One conversation to lock three things: who this spot has to stop mid-scroll (him, even though the customer is her), what result we're driving and how we'll read it, and what we capture on the day beyond the main cut — so you leave with versions to test instead of one cut to hope on.

One reason this matters: your paid history is built on an audience of women. This spot gets targeted at men, so the benchmarks you trust today won't carry over. We set the read for this one fresh, before the shoot — not after.

What you own either way (keeps cost lean)

• Talent/casting (in Option 2, he helps)
• Location or studio space
• Props/wardrobe

In Option 1 you also own the script and the on-set creative direction. In Option 2, those move to our side of the table.

We're glad to advise on all three even though they sit outside this scope — sourcing dad-aged talent or picking a space that reads right on camera is a five-minute conversation, not a line item.

Optional add-ons (either option, priced separately and only if wanted)

• Behind-the-scenes capture on production day — a natural byproduct of the same set and cast, different purpose (social/BTS content) — $750
• Second cutdown or variant edit(e.g. a longer director's cut, or an alternate ending) — $500
• Product photography — itemized separately per your request, not bundled into production
• Full turnkey production(we source talent, space, and props) — quoted on request

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The Payoff

What you walk away with isn't just one video. It's a tested production pipeline for 851's next idea — the one that doesn't require your iPhone, your edit timeline, or your Sunday night. If the pilot proves out, the two other concepts you mentioned become faster, lower-friction, and easier to scale into the campaign structure you're picturing — holiday, Super Bowl week, whatever the calendar calls for next.

Timeline

From a signed agreement to finished deliverables, plan on up to 12 weeks — pre-production, one shoot day, and post. If you have a launch window in mind, we work backward from it, and starting earlier only ever adds buffer.

One timing note on Option 2: Austin's calendar books out, and the discovery call is the no-commitment way to hold that option open. If it interests you at all, sooner is better.

And if the outdoor-park idea wants to exist ahead of the holidays, tell us — the same crew shoots it.

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Investment

The Fine Print

• Deliverables: 16:9 master for YouTube plus a vertical/square cutdown for social; two rounds of revisions per cut; licensed music included.
• Releases: we supply standard appearance releases for the cast you source, covering organic and paid digital use — so you can put spend behind this without a wrinkle later.
• Usage: the finished spots are yours to run online — YouTube, social, paid digital — in perpetuity. Broadcast/TV usage would be scoped separately; it changes talent and creative fees industry-wide, so we're calling it out now rather than surprising anyone later.
• Ownership: you own the finished deliverables. We archive the raw footage and it's available on request.