DEEP·MINDSMEDIA

CASE STUDY/ACE OF CLUBS BKK/SPEC PITCH № 002

01/10

● AN INSTITUTION · DIAGNOSED IN ONE WALK-BY

The Dress
Code.

BANGKOK · CLUBHOUSE
— FRAME 04 OF 04 —

DEEP·MINDSMEDIA

ACE OF CLUBS BKK/CASE FILE

02/10

§ 01 — THE SITUATION

Three facts.
No spin.

Ace of Clubs has a tagline that already works, a covered court that looks like a pavilion, and a debut collection. What it doesn't have yet is a campaign that uses any of them.

A · 01

"Where court meets culture" — the tagline is already perfect.

POSITIONING IS DONE

A · 02

A vaulted, covered court that photographs like an architecture brief.

DIFFERENTIATED SPACE

A · 03

A grid that treats it all like a product catalogue.

NARRATIVE GAP

SOURCE·@aceofclubs.bkk · ACEX launch · Apr 2026 · onsite signage

DEEP·MINDSMEDIA

ACE OF CLUBS BKK/DIAGNOSIS

03/10

§ 02 — THE OPPORTUNITY

A real institution
doesn't market.

You've built a tennis facility with an architectural signature, a debut collection with a point of view, and a tagline that already pulls the brand together. The social channel doesn't yet do any of it justice. The gap between the brand and the broadcast is the campaign.

"It publishes its rules."

FRAME 03 OF 04
— UNDER THE TRUSSES —

DEEP·MINDSMEDIA

ACE OF CLUBS BKK/THE BIG IDEA

04/10

§ 03 — THE BIG IDEA · A POSITION, NOT A TAGLINE.

The House
Rules.

You already have a Regulations sign with ten numbered rules. We treat that sign as the campaign — every post is one rule, read with the seriousness it deserves. The voice is flat and institutional. The dress code (Rule 3) becomes the launch post. Rule 10 (no smoking on court) becomes the deadpan reel. The grid becomes the rulebook.

DEEP·MINDSMEDIA

ACE OF CLUBS BKK/PLATFORM STRATEGY

05/10

§ 04 — PLATFORM STRATEGY

Two surfaces.
One institution.

Instagram is the clubhouse where the rules are posted. TikTok is the recruitment desk. We skip Twitter/X — the tone doesn't survive there.

B · 01

Instagram

@aceofclubs.bkk

ROLEThe public face. Where the rules are pronounced.

CONTENT MODETypographic posts · flat-lay editorial · architectural court shots · 9:16 reels.

EXAMPLE"Dress Code Enforced" (Rule 3) — one rule per post.

CADENCE3 grid posts + 1 reel per week.

B · 02

TikTok

@aceofclubs.bkk · to claim

ROLERecruit. Deadpan-charming clips for Bangkok tennis-curious 20s.

CONTENT MODE15–22s deadpan reels with VO reading the real house rules.

EXAMPLE"The House Rules" — Rule 3, Rule 4, Rule 10 (no smoking on court).

CADENCE2 reels per week, repurposed cross-platform.

DEEP·MINDSMEDIA

ACE OF CLUBS BKK/CREATIVE REVIEW

06/10

§ 05 — CONTENT READY NOW

Four pillars. Shot already.

04

PILLARS LIVE

00

SHOOT DAYS REQUIRED

7 days

TO FIRST POST

PLATE 01 · CAP MACRO

PILLAR 01 — THE DRESS CODE · RULE 3

IG · GRID

PLATE 02 · COVERED COURT

PILLAR 02 — THE COURT · ARCHITECTURE

IG · GRID

PLATE 03 · FLAT-LAY HERO

PILLAR 03 — THE OBJECT · ACEX

IG · GRID

PLATE 04 · OUTDOOR TERRACE

PILLAR 04 — THE CAFÉ · CULTURE

IG · GRID

DEEP·MINDSMEDIA

ACE OF CLUBS BKK/AI VIDEO CONCEPT

07/10

● CONCEPT 01 — THE HOUSE RULES

Three real rules from your sign. Rule 10 is the punchline.

9:16 · 00:20 · AI-NATIVE

FR. 01 · 00:00–00:06Rule 3

FR. 02 · 00:06–00:11Rule 4

FR. 03 · 00:11–00:17Rule 10

FR. 04 · 00:17–00:22verdict

WHAT THE VIEWER SEES

Three product close-ups, each preceded by a real rule number from your onsite Regulations sign. A flat institutional voice reads each rule. Camera moves on every clip — 270° orbit, crash zoom with parallax, hero rise. Nothing static. Rule 10 ("No smoking on court — use the designated smoking area") closes the reel.

"No smoking on court."

WHY IT'S POWERFUL

The rules are already yours. We just read them with the seriousness they deserve. No shoot, no model wrangling, just type-into-frame craft over real product shots — orbit, crash zoom, hero rise. The VO sells the institution. The camera says it's a film.

DEEP·MINDSMEDIA

ACE OF CLUBS BKK/HONEST LIMITS

08/10

§ 07 — WHAT NEEDS A SHOOT

Three things
AI won't do.

HALF-DAY SHOOT · OPTIONAL

C · 01

Real players.

AI gives us editorial talent — beautiful, anonymous, ours. It doesn't give us your actual community. For testimonial-style posts and on-court moments featuring people who actually play here, we shoot. One half-day covers a season of authentic faces.

REQUIRED · ~4 HR

C · 02

Match-day spontaneity.

An unscripted moment — the celebration, the ace, the towel-throw, a coffee at the café after — can't be generated. If you want one true reel per quarter that lives in the real space, we shoot it. Cost stays under USD 400 with the right producer.

REQUIRED · ~3 HR

C · 03

Texture-true product macros.

The corduroy weave, the embroidery thread, the way the polo cotton catches afternoon light — these read better on a real lens. AI is 90% there but the last 10% is what tells a member apart from a tourist.

REQUIRED · ~2 HR

"If we can't deliver it with AI, we say so. And we tell you what the alternative costs before we send the invoice."

DEEP·MINDSMEDIA

ACE OF CLUBS BKK/MONTH 01 · TERMS

09/10

§ 08 — MONTH 01 DELIVERABLES

What lands in the first thirty days.

D · 01IG grid posts (3/week)12

D · 02Reels with AI video + custom VO04

D · 03Hero campaign film (The Dress Code)01

D · 04Caption strategy + posting calendarweekly

D · 05End-of-month performance review01

§ 09 — INVESTMENT

USD 1,250

PER MONTH · 3-MONTH MINIMUM

ENGAGEMENTMonth-to-month after Mo. 03

INVOICENet 7 · day of delivery

SHOOT DAYNot included · billed at cost

KILL FEENone. The first month is the test.

STARTon signature.

DEEP·MINDSMEDIA

ACE OF CLUBS BKK/CLOSE

10/10

§ 10 — VERDICT

Where court meets culture deserves more than a product shot.

hello@deepminds.media

deepminds.media

BANGKOK · KUALA LUMPUR

The DressCode.

Three facts.No spin.

A real institutiondoesn't market.

The HouseRules.

Two surfaces.One institution.

Four pillars. Shot already.

Three real rules from your sign. Rule 10 is the punchline.

Three thingsAI won't do.

What lands in the first thirty days.

Where court meets culture deserves more than a product shot.

The Dress
Code.

Three facts.
No spin.

A real institution
doesn't market.

The House
Rules.

Two surfaces.
One institution.

Three things
AI won't do.