Confidential · June — December 2026The Next
Era.
TheOverview
One connective thread, brought
to life across the season.
This proposal sets out how Somebody Studio would partner with Miss Me from July to December 2026, building one connective thread — an elevated Americana world — across two seasonal campaigns, a monthly editorial program, and a social-first episodic series. It covers the strategy and cultural insight, the phased rollout of the rebrand, the creative for every shoot, how we would produce it across all channels, the dedicated team, and the investment.
TheMoment
Americana has crossed into the mainstream.
Beyoncé's Cowboy Carter among the clearest markers. And Americana is broad — iconic American, not only Western. Leaning into it widens Miss Me's audience rather than narrowing it.
Country and Western aesthetics sit at the centre of pop culture — and the appetite keeps growing.
A motel, a movie theatre, a city street — Americana reads in New York as clearly as in Nashville.
A strong cultural identity is what attracts customers — not what narrows them.
Social audiences follow storylines, not ads.
The brands breaking through run serialized, episodic content — a recurring cast and an ongoing arc people return for week after week, and that the algorithm rewards. Together with the cultural moment: a culture worth owning, told in the format social actually rewards.
of social users want brands to prioritise original content series in 2026.
of Gen Z specifically want more episodic content from brands.
followers built by Bilt's organic sitcom Roomies — without a hard sell.
TheOpportunity
One connective thread: Americana,
elevated.
A single, elevated American story ties the season together — broad enough to flex across every drop and market, specific enough to give Miss Me one coherent world. The same story shows up everywhere the customer is. The social-first expression is an episodic series — a recurring cast living in the Miss Me world that people follow back to every editorial and campaign.
TheRollout
A deliberate build: refresh, reveal, payoff.
The first three months refresh the aesthetic and train the audience, while doubling as a live test-and-learn for the cast. By the time the series launches in Fall, the audience is primed and the cast is proven.
Introduce the Americana world; seed what's coming.
Three editorials — July (social-first + casting), August & September (produced, one LA block).
Elevate the look. Test-and-learn the cast: gift and brief influencers, see who performs, lock the cast.
The world becomes a show. The motel opens. The cast checks in.
The Fall "Texture" campaign — highly produced — and the series launch.
Turn the warmed-up audience into a following.
The season pays off. The Black Friday drop, then the finale event.
The November editorial, then the Holiday / 25th motel finale.
Peak commercial moment, plus the Season Two set-up.
Each phase earns the next: the refresh proves the look, the test-and-learn locks the cast, the show launches to an audience already in.
TheWorld
Elevated Americana, shot like a film.
Mood, cinematography, social, casting — the most iconic American backdrops, rendered up-market and cinematic. Confident, glossy, and a little camp — unmistakably Miss Me, and proud of it.
- Mood01
- Cinematography02
- Social03
- Casting04
Warm, saturated, filmic desert-Americana. Golden light. Sharp focus on the embellishment.
Filmic, anamorphic, golden-hour and after-dark. Lit like a movie, not a lookbook.
The world, told vertically. Episodic posts, stories, and creator-led moments — the same cinematic frame, cut for the feed.
Talent and creators native to the brand's world who reach far beyond it — the crossover of Americana credibility and pop-culture pull. Personalities who carry on camera, backed by a deep creator bench.
TheEditorials
Nimble, themed, on-world.
The monthly editorials keep the world moving — each tied to its drop, all in the same Americana register. The first three are the pre-launch refresh; once the series launches in Fall, later drops play as episodes.
Shot lists, talent, and locations developed per story in pre-production. October sits between Phase 1 and Phase 3 — held for the Fall · Texture tentpole.
TheCampaigns—Fall/Pre-Holiday
Fall is where the world gets physical.
Fall is where the world gets physical.
A two-part shoot. Part one introduces the series — the cast checking into the Miss Me Motel, the show's opening moment. Part two is the campaign itself: a tactile shoot inside a vintage old-Hollywood theatre — worn velvet, brass, marquee glow — that makes you feel the fabric through the screen.
The cast checks into the Miss Me Motel — the launch of the show, and the audience's first meeting with the full ensemble.
A vintage old-Hollywood theatre, where texture becomes the hero of every frame — the collection's craft, up close.
A full campaign across web, email, paid, and OOH — plus the series launch (episodes, BTS, confessionals, “Make It Yours”). Shot list, talent, and locations developed in pre-production.
TheCampaigns—MissMe25thAnniversary
The Finale.
The Finale.
Holiday and Miss Me's 25th arrive together at the Miss Me Motel — the motel introduced in Fall becomes real. The full campaign is shot on location; then the cast and guests return for the celebration. Archival Miss Me campaigns blow up across the motel — twenty-five years carried into the future with the new cast.
The motel comes to life. The full cast checks back in. The entire Holiday campaign is shot on location.
A live finale at the motel — campaign first, then the celebration. Guest cameos from culture figures, plus a competition winner inside the story.
A full campaign across web, email, paid, and OOH — plus the finale episodes and event coverage. Ends on a finale, set up for Season Two.
Production
Every shoot, built to serve the whole brand — not just social.
Creative production spans all six months. Every shoot delivers the brand assets Miss Me needs — and feeds a distinct social layer on top. Two jobs, one production. Three pillars hold it together.
ProductionApproach
Lean, local, and built to scale.
LA-contained, lean, creator-led crews shooting on location across California — the motel, the desert, the theatre, the mall. Cast flown in only for the convergences. Phase 1 editorials front-loaded into one LA block: fewer flights, more output per visit.
- LA-contained · creator-led crews on California locations01
- Phase 1 editorials shoot in one ~2-week LA block02
- Two outputs per shoot: brand assets + social layer03
- Once the series is live, every drop plays as an episode04
- Creators over models for social assets05
- Always-on iPhone capture on every set06
- Mega-influencer ambassador over a celebrity07
Schedule finalised together in onboarding.
TheTeam
A senior unit, holding the brand's voice across the season.
- 01Creative DirectorOwns the creative vision and the look across every shoot.
- 02Creative StrategistHolds the narrative thread and the brand strategy across the calendar.
- 03Executive ProducerRuns production, scheduling, and the LA shoot blocks.
- 04Social & Content LeadDirects the social-first layer, the creators, and the episodic series.
- 05Production crewA film-and-photo team in the campaign register, plus a polished-reality crew for the social layer.
Contracted social-first crews, a creator bench, and writers as needed. Full team bios and credentials follow.
SelectedWork
Work that speaks for itself.
Selected work across fashion, denim, and lifestyle — brands we've built creative worlds for, social-first programs we've run, and long-term partnerships taken end-to-end from campaign and editorial through to ecommerce.
Metrics
How we'll measure success.
We track the partnership against the goals that matter — audience, engagement, earned media, and commercial impact — with specific targets set together at kickoff.
Budget
A partnership built to scale with the work.
Broken down by shoot. The editorial and social-first shoots stay nimble, budgeted by deliverables within a range. The two featured campaigns are the bigger, specified moments. All figures are estimates, confirmed on final scope.
Editorial & social-first shoots budgeted by deliverables within the range shown. Campaign figures cover production only — cast and models, travel, and expenses additional, plus a 20–25% agency fee. All estimates, confirmed on final scope.
[TBD]
A creative-team relationship, not just production. Covers Somebody as your creative direction, art direction, concept development, creator outreach, and strategy across the engagement — production budgets sit on top.
Ecommerce production
A true rebrand means ecommerce reflects the same direction — not sit apart from it. Somebody can take on Miss Me's ongoing ecommerce content (product shoots, modeling, casting, styling, lighting) as an in-house extension, folded into the retainer. Scoped on request.
Next
This is a pilot for something bigger.
Six months to prove the world. Then Season Two — a new cast, a new chapter, the same universe. If this direction resonates, here's how we'd begin.
- 01Align on scope, budget, and the production calendar.
- 02Onboard — kickoff, audience research, casting brief, and moodboards.
- 03Pre-production for the July launch and the front-loaded LA block.
We'd love to walk you through it in person.