ROSA Case study
ROSA approached Cinematic Blondes Collective to create a social media campaign for the launch of their new trousers.
From the beginning, the brief was clear: they did not want the piece to feel like a conventional fashion advertisement. They wanted the audience to feel as though they were watching a scene from a film , with story, character and humour at the centre of the campaign.
After speaking with the founder about the origins of the brand, the inspiration behind the trousers and the type of world he imagined them existing within, we began developing a cinematic concept influenced by classic tailoring, 1920s silhouettes and the fast-paced character-driven storytelling associated with Guy Ritchie films.
Creative Approach
Our creative approach was heavily influenced by character-driven cinema.
Taking inspiration from the way Guy Ritchie films often introduce characters through narration, humour and quick visual storytelling, we created a short scene centred around a poker game.
The entire story unfolds visually while a voiceover guides the audience through the characters and situation, allowing us to build personality and comedy without relying heavily on dialogue.
Cinematic Blondes Collective developed the project from the ground up, including:
Original concept development
Multiple creative treatments and mood boards
Scriptwriting
Narrative development
Casting
Location and production planning
Crew assembly
Shot-list development alongside the cinematographer
Creative direction
Producing
Directing on set
Post-production supervision
We also looked for small details that could make the film feel more personal to the brand.
As the founder was appearing in the campaign himself, we suggested casting his mother in a small role alongside him. With the family’s Italian heritage and the campaign’s playful mafia-inspired world, it felt like an unexpected but fitting addition.
Her appearance ultimately became one of the film’s comedic moments and added another layer of personality to the campaign.
Production Team
Cinematic Blondes Collective
Director & Creative Lead: Carlota Peña Jimenez
Writer: Carlota Peña Jimenez
Producer: Cinematic Blondes Collective
Creative Direction: Cinematic Blondes Collective
Cinematography: [Name]
1st Assistant Director: [Name]
Editing: [Editor Name]
Production: Cinematic Blondes Collective
Commission & Objective
The objective was to create a launch campaign that introduced ROSA’s trousers through entertainment rather than traditional product advertising.
During our initial conversations, we asked the founder to describe what ROSA represented to him, why the trousers had been created, what made their silhouette distinctive and, most importantly, who he imagined wearing them.
His answer immediately gave us the foundation for the creative direction: old-school gangsters, mafia characters and the sharply dressed men found within classic crime cinema.
From there, we developed several original concepts and visual mood boards exploring different ways of translating that inspiration into a short-form social campaign.
The selected concept placed the characters around a poker table and used a comedic voiceover to introduce the world, personalities and story.
Rather than stopping the narrative to advertise the trousers, the product became part of the characters themselves, their styling, confidence and silhouette communicating the brand naturally throughout the film.
Deliverables
Creative concept development
Multiple campaign ideas and treatments
Visual mood boards
Script and voiceover development
Narrative and character development
Casting
Crew sourcing and coordination
Shot-list development
Production planning
Creative direction and directing
Full production
Cinematography
Post-production supervision
Final social media campaign film
Result & Client Usage
One of the key considerations throughout the project was budget.
ROSA had an ambitious creative vision but was working within the limitations of an emerging brand, so our role was to find a way of maintaining the cinematic quality of the concept without unnecessarily increasing production costs.
Rather than scaling back the idea, we looked at where we could make the production more efficient.
Because Cinematic Blondes Collective owns its own professional production equipment, we were able to provide the required equipment for the shoot without an additional rental cost for this first collaboration.
This allowed more of the available budget to be directed towards the elements that would appear on screen while still achieving the visual standard we had established during pre-production.
The project ultimately remained under budget while delivering the complete creative concept.
The final campaign gave ROSA a piece of branded content designed specifically for social platforms while feeling much closer to a cinematic scene than a traditional menswear advertisement.
Production
Cinematic Blondes Collective managed the project from initial concept through to final delivery.
Pre-production involved developing the narrative, writing the script and voiceover, producing visual references, casting the characters, assembling the crew and working closely with the cinematography team to translate the concept into a detailed shot list.
The production itself centred around the poker-table scene, with performance, styling, framing and comedic timing all working together to establish the cinematic world.
The shoot was supported by an experienced 1st Assistant Director, allowing the production schedule and crew to run smoothly while giving the director the space to focus primarily on performances, compositions and storytelling.
It was also our first time working with several members of the crew, and the collaboration proved incredibly strong. The actors, camera department and production team worked efficiently together, allowing us to capture the campaign within the planned schedule.
Following the shoot, Cinematic Blondes Collective oversaw the post-production process, working with the editor through the final cut to ensure the pacing, voiceover, humour and visual identity remained consistent with the original concept.
The result was exactly what we had set out to create: a short film first and a fashion advertisement second.
Rather than simply showing the trousers, the campaign created a world for them to exist within, allowing ROSA’s tailoring, silhouette and personality to emerge naturally through character and story.
““ROSA came to us wanting something that didn’t feel like an advert. Once we understood the inspiration behind the trousers and the world the founder imagined them existing in, the idea of creating a character-driven poker scene immediately made sense. We wanted people to become interested in the story first and realise they were watching a fashion campaign second. For me, that is always the most exciting way to approach branded content building a world people actually want to watch.””