DEEP·MINDS MEDIA

CASE STUDY / STELLAR COFFEE KL / SPEC PITCH № 001

01/10

● A CAMPAIGN · UNPROMPTED · DIAGNOSED IN ONE WALK-BY

You've
walked
past it.

REX KL · JALAN SULTAN
KUALA LUMPUR · MY
— FRAME 04 OF 04 —

DEEP·MINDSMEDIA

STELLAR COFFEE KL/CASE FILE

02/10

§ 01 — THE SITUATION

Three facts.
No spin.

No explanation needed. The numbers make the argument, and the silence makes it louder.

A · 01

4.6 stars · 948 Google reviews

VALIDATED DEMAND

A · 02

Specialty Indonesian coffee, inside REX KL.

DIFFERENTIATED PRODUCT

A · 03

Zero social presence.

DISTRIBUTION GAP

SOURCES·GOOGLE · APPLE MAPS · FIELD WALK-BY

DEEP·MINDSMEDIA

STELLAR COFFEE KL/DIAGNOSIS

03/10

§ 02 — THE OPPORTUNITY

A 4.6-star product with no audience is a distribution problem.

The gap between how good this place is offline and how invisible it is online is the campaign. The product is finished. The story isn't being told.

"We fix the distribution."

FRAME 03 OF 04
— THE SLOPE, THE SOURCE —

DEEP·MINDSMEDIA

STELLAR COFFEE KL/THE BIG IDEA

04/10

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

You've
walked
past it.

A campaign that turns physical invisibility into social discovery — the same product, the same room, told to the people who keep walking past the door.

DEEP·MINDSMEDIA

STELLAR COFFEE KL/PLATFORM STRATEGY

05/10

§ 04 — PLATFORM STRATEGY

Two surfaces.
One audience to build.

No Facebook. No LinkedIn. No newsletter. The audience does not exist yet — we build it where it actually scrolls.

B · 01

TikTok

@stellarcoffeekl

ROLE Cold-start reach engine. The room you've never been in.

CONTENT MODE AI-native short-form, voice-led. 9:16, 18–28s, captions burned in.

EXAMPLE "Brewed somewhere impossible." — a 22s origin sequence ending at the cup.

CADENCE 3 posts / week. Friday is the test slot.

B · 02

Instagram

@stellarcoffee.kl

ROLE Identity surface. The proof that the room is real.

CONTENT MODE Grid as editorial. Stills, captions, restraint. Reels mirror TikTok cuts.

EXAMPLE 9-tile origin spread, bean to cup, one frame per tile. Reads as a magazine page.

CADENCE 2 grid / week + Stories daily. No reposts.

DEEP·MINDSMEDIA

STELLAR COFFEE KL/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 · FLAT LAY

PILLAR 01 — THE OBJECT (PRODUCT AS STILL LIFE)

IG · GRID

PLATE 02 · POUR

PILLAR 02 — THE CRAFT (MOTION AT THE BAR)

TT · IG · REEL

PLATE 03 · ORIGIN

PILLAR 03 — THE SOURCE (SUMATRA, THE BEAN)

IG · GRID

PLATE 04 · MAKER

PILLAR 04 — THE HANDS (PERSON BEHIND THE CUP)

TT · IG · REEL

DEEP·MINDSMEDIA

STELLAR COFFEE KL/AI VIDEO CONCEPT

07/10

● CONCEPT 01 — THE ORIGIN JOURNEY

Hillside to soil to cup.

9:16 · 00:22 · AI-NATIVE

FR. 01 · 00:00–00:05 the hillside

FR. 02 · 00:05–00:11 the crema

FR. 03 · 00:11–00:17 the soil

FR. 04 · 00:17–00:22 the cup

WHAT THE VIEWER SEES

A hillside at dawn. Pull in until the terraces resolve into the soil and grounds beneath them. Pull back, and the soil becomes a single cup at the bar.

Where did this coffee come from?

"Brewed somewhere impossible."

WHY IT'S POWERFUL

Physically impossible to shoot in 22 seconds. AI-native makes this cinema, not a TikTok edit.

DEEP·MINDSMEDIA

STELLAR COFFEE KL/HONEST LIMITS

08/10

§ 07 — WHAT NEEDS A SHOOT

Three things
AI won't do.

HALF-DAY SHOOT · APPROX.

C · 01

Interior shots of the actual space.

REX KL is a specific room. Light, brick, the arched window. Generative tools can't render a place that exists with the truthfulness Instagram readers demand.

REQUIRED · ~2 HR

C · 02

Customer faces.

Real regulars, real reactions, releases signed. AI portraiture reads as AI and erodes the trust the 948 reviews paid for.

REQUIRED · ~1.5 HR

C · 03

Street-level context at REX KL.

The signage, the alley, the foot traffic — discovery hinges on geography. AI cannot place the shop on Jalan Sultan; only a camera can.

REQUIRED · ~1 HR

"These require a half-day shoot. We can arrange it, or recommend a local photographer."

OPTION A · DMM COORDINATED OPTION B · CLIENT DIRECT

DEEP·MINDSMEDIA

STELLAR COFFEE KL/MONTH 01 · TERMS

09/10

§ 08 — MONTH 01 DELIVERABLES

What lands in the first thirty days.

D · 01 TikTok posts — short-form, 9:16, captioned 12

D · 02 Instagram grid posts — stills + reels 08

D · 03 AI video concept delivered — Origin Journey 01

D · 04 Cadence — Mon · Wed · Fri weekly

D · 05 Reporting — one page, Sunday, no slides 04

§ 09 — INVESTMENT

USD 500

PER MONTH · 3-MONTH MINIMUM

ENGAGEMENT Month-to-month after Mo. 03

INVOICE Net 7 · day of delivery

SHOOT DAY Not included · billed at cost

KILL FEE None. The first month is the test.

START on signature.

DEEP·MINDSMEDIA

STELLAR COFFEE KL/CLOSE

10/10

§ 10 — VERDICT

Stellar Coffee deserves to be found.

hello@deepminds.media

deepminds.media

BANGKOK · KUALA LUMPUR

You'vewalkedpast it.

Three facts.No spin.

A 4.6-star product with no audience is a distribution problem.

You'vewalkedpast it.

Two surfaces.One audience to build.

Four pillars. Shot already.

Hillside to soil to cup.

Three thingsAI won't do.

What lands in the first thirty days.

Stellar Coffee deserves to be found.

You've
walked
past it.

Three facts.
No spin.

You've
walked
past it.

Two surfaces.
One audience to build.

Three things
AI won't do.