LULI Singapore

Event coverage needs advance notice — ideally a month out and at minimum a week before — so a videographer can be secured, and it is chargeable on top of the retainer.

Luli X Atlas

Good stories missed/handled on my own in the past 1 month alone: CHI Innovate, Grand Copthorne collab, MoneyFM live radio interview, CNA938 live radio interview, Prestige Women of Power event, Spotify event activation, ACS & NYGH school carnivals.

Luli X Atlas

Aiteassic won't be launching under that brand — I'm repivoting it. Luli as a brand isn't in active growth mode either; I'm still in talks with China and holding until that resolves. So the thing I'm actually investing in right now is my founder brand and story.

Luli X Atlas

Client is questioning fit and value of the current retainer; relationship at risk if the package isn't reshaped toward founder brand.

Luli X Atlas

On the last 2–3 months of content: no ultra-clear outcome, no consistent brand image, too commercial / selling-in-your-face, lacks emotional storytelling or rawness, and no comprehensive strategy.

Luli X Atlas

I'd rather redirect the work than spend $4K or more pointed at the wrong goal — I need a strategy-led partner who can build my founder brand, turn real moments into content assets, and manage the fuller ecosystem rather than a fixed number of videos.

Luli X Atlas

Rayne added as secondary account manager, assisting when Jil is OOO.

Luli X Atlas

It is still 8 videos for luli ... I think we need to reduce to 4. And revise the package to pivot on founder content development.

Luli X Atlas

Aren't either of you able to pick up these marketing tactical matters like writing captions? I would appreciate some help and initiative here.

Luli X Atlas

Noticed the team has stopped posting static and carousels — would suggest posting statics and carousels in line with us to raise engagement and ensure the feed looks like a range of content, not too much videos

Luli X Atlas

Client to send updated founder story material — beyond the reason behind building Luli — covering the closing of one of the stores and the reasons for launching other business ventures.

Luli X Atlas

Jovalene sent a document, LULI_Atlas_Scope_Conversation.pdf, as the basis for the scope discussion in the 24 July meeting.

Luli X Atlas

"I have 2 radio interviews next week ... Cna938 and money FM. We should do a posting on it" — following the format of a referenced past IG post.

Luli X Atlas

Jovalene has two radio interviews next week — CNA938 and Money FM — and wants a post about them, in the style of a referenced Instagram post.

Luli X Atlas

"I have 2 radio interviews next week ... CNA938 and Money FM. We should do a posting on it" — following the format of a referenced Instagram post.

Luli X Atlas

Most B-roll is shot in raw S-Log; if Atlas is asked to edit or colour-correct clips before handover, additional charges apply.

Luli X Atlas

"I need the raw videos. I can't be sending them the ig" — raw footage requested for a SWDA award submission, deadline next day.

Luli X Atlas

Send the collaborator the current script first and fix the production date regardless of any script changes she wants

500 guests are expected at the event, so the design has to stay simple and readable

The collaborator wants a conversation because she wants to change the direction, and is unavailable until Friday

Feed plan alternates video and carousel posts — "some is video then some is carousels then some is video then carousel"

"Mmm no eh, we don't take any pics, just videos" — stills from videos won't be HD or consistent, so suggested the in-store team take photos for print instead.

Luli X Atlas

"I don't really watch a lot of social media.. but I'm coming from story-telling angle" — re-shared a previously sent founder story brief.

Luli X Atlas

Asked for further reference examples beyond the Amacha one, and preferably references that are not from LULI's competitors.

Luli X Atlas

Asked for references beyond the Amacha one, and specifically "perhaps something not from our competitors as well too".

Luli X Atlas

ITAC visual direction is clean, aesthetic, product-focused static and carousel posts — distinct from Luli's 'hardcore promo' look — because the target audience is different.

Minimise on-camera founder/talking-head content for ITAC; content should be product- and technology-focused, with founder storytelling reserved for LinkedIn and later phases.

CHI matters because exhibiting alongside the National Healthcare Group gives a credibility badge, supporting a heavier push into B2B as a route to consumers.

Next three months are a soft launch focused on user testing and data gathering; aggressive marketing pushed to Q4, with a September product launch (pre-orders being taken now).

The machine is already on hand and its appearance won't change — the September date is only for adding the Wi-Fi module; capsules are not final but a mockup version can be requested.

Jovalene is unimpressed with the confirmed capsule design and worried the machine and capsules can't reach the high-end aesthetic of competitors like the 'morning coffee' brand.

Marketing narrative leads with the technology and 'building something behind the scenes' anticipation, not a full product showcase; product reveal comes later.

CHI event content should capture audience reactions and experience — people scanning, drinking the tea, their facial expressions — not the product itself, and must not be posted as Luli or ITAC brand content yet (founder's own account, or a collaboration post).

For CHI, Jovalene will keep it casual — photos and a few clips, no high-budget production — since it's the soft-launch phase.

Jil to check with Nigel, Jing Kai and Alex whether a videographer can be sent for a two-hour CHI shoot, and revert; any edited video would be quoted separately.

Website imagery must be real photography, not AI mockups.

Any work beyond the current standard monthly retainer with Atlas — including the CHI event and other upcoming events — falls outside the package and requires a new proposal and separate quote.

Budget is very tight — Jovalene has no set budget for extra work and needs to be fiscally prudent, so posting frequency may drop from the ideal 3 posts/week to 2 or even 1.

ITAC is a separate track from Luli: a mix of images and videos, with proposed phases of product lifestyle shoot, event coverage, hero product video, ads, and a monthly retainer of 3 posts/week (8 video creatives + monthly calendar, ~$5k before a ~15% bundle discount).

To manage cost, start small and potentially omit video production initially, focusing on product images and designed posts using a mix of AI, actual product photos and stock imagery.