BARLOW × LOVR · Ads brief

Creative brief · Internal

BARLOW ads brief

For

The LOVR design team

Job

Seven video cuts for the first Meta flight. The edit is done. You add the captions, the branding and the end frame.

Date

13 September 2026

Same on every cut

The rules.

Captions
White, sentence case, Area Normal Semi Bold. Two lines at a time, four to six words, timed to the words. They sit in the lower third of the frame, centred, never over a face, and never in the bottom fifth where the Instagram buttons cover them. They sit on the dark fade that is already in the file. No box behind them.
Branding
The BARLOW wordmark appears once, on the end frame. Not at the start, not in a corner. Where a cut names a place, the white project title box from the Figma goes on at the open for two seconds: the project name big, the suburb bottom left, BY BARLOW bottom right, three thin white lines around it. Shown right.
How every cut ends
The person finishes their sentence, hold on them for half a second, cut to black. On the black: the BARLOW wordmark in cream, centred, nearly the full width. Under it, one small line: Enquire. Gold Coast. barlowbuilding.com.au. Nothing else on the frame. Three seconds, then it ends.
Sizes
Two files per cut: 9:16 at 1080 x 1920 for Reels and Stories, 4:5 at 1080 x 1350 for feed. Keep the sound. Do not add music over the talking.

The project title box, from the Figma. This is the only branding that goes on the picture.

Cut 01 of 07

The standard.

What it is

Chels to camera about what Barlow should be remembered for. 28 seconds, plus a 15 second version.

First line

“I hope Barlow is remembered for raising the standard for what people expect from a builder.”

Captions

From her first word to her last, as the rules.

Branding on the picture

One small white line under the captions when she first appears, for three seconds: Chelsea Barlow, Director. Nothing else.

How it ends

She finishes “...expect from a builder.” Hold on her face for half a second. Cut to black, the wordmark, the enquire line. Three seconds.

Source in Drive

Legacy interview · Culture interview

Cut 02 of 07

Culture.

What it is

Chels on the team, with the team shots already cut in. 30 seconds, plus a 15 second version.

First line

“Culture has always been so important to Barlow.”

Captions

From her first word to her last, as the rules. Where the team shots play, the captions keep going over them.

Branding on the picture

Same small white line when she first appears: Chelsea Barlow, Director. Nothing on the team shots.

How it ends

She finishes her last line. Hold half a second. Cut to black, the wordmark, the enquire line. Three seconds.

Source in Drive

Culture interview

Cut 03 of 07

The hard site.

What it is

Sam on the Coolangatta site and the clay under it. Opens on the plans. 30 seconds.

First line

“The site in Coolangatta is on a highly reactive clay.”

Captions

From his first word to his last, as the rules. Spell Coolangatta with two Os and two Ls.

Branding on the picture

The project title box over the plans in the first two seconds: COOLANGATTA big, ON SITE bottom left, BY BARLOW bottom right. Then it fades and nothing else goes on the picture. No project name, the project is not announced yet.

How it ends

Sam finishes his last line on site. Hold half a second. Cut to black, the wordmark, the enquire line. Three seconds.

Source in Drive

Namiya interview 2

Cut 04 of 07 · Held until Reece Keil says yes

Namiya.

What it is

Sam on Namiya and working with Reece Keil. 30 seconds. Dress it now so it is ready the day Reece says yes. It does not run before that.

First line

“Namiya, designed by Reece Keil, is another milestone project for Barlow.”

Captions

From his first word to his last, as the rules. Type Reece Keil by hand, the auto captions get it wrong.

Branding on the picture

The project title box in the first two seconds: NAMIYA big, COOLANGATTA bottom left, BY BARLOW bottom right. Then nothing until the end.

How it ends

Sam finishes his last line. Hold half a second. Cut to black, the wordmark, the enquire line. Three seconds.

Source in Drive

Namiya interview 1

Cut 05 of 07

The client call.

What it is

The Zarma family’s voicemail to Chels the morning they moved out, playing over pictures of the house. 32 seconds. The master is landscape; reframe it to 9:16 and 4:5.

First line

“We’ve seen many other homes after Zarma and they’re just not the same.”

Captions

Every word, as the rules. It is a phone recording, so the captions are the only way most people will hear it.

Branding on the picture

One small white line in the first three seconds: A voicemail from the Zarma family, the morning they moved out. Nothing else on the pictures.

How it ends

The voicemail ends. Hold the last picture of the house for one second with no sound. Cut to black, the wordmark, the enquire line. Three seconds.

Source in Drive

Zarma call reel, 4K master

Cut 06 of 07

Why we are different.

What it is

A Barlow team member to camera, with shots from the brand film and the culture shoot cut in. 30 seconds. His audio has been lifted already.

First line

“I think the level of detail and the customer journey is very different.”

Captions

From his first word to his last, as the rules.

Branding on the picture

One small white line when he first appears: his name and his role at Barlow. Chels confirms the name. Nothing else.

How it ends

He finishes his last line. Hold half a second. Cut to black, the wordmark, the enquire line. Three seconds.

Source in Drive

Week 4 Thursday reel

Cut 07 of 07

Brand film.

What it is

The brand film, starting from the first spoken word instead of the logo. 30 seconds, plus a 15 second version.

First line

“At Barlow, thoughtful design becomes a lived experience.”

Captions

On the voiceover, every line, as the rules.

Branding on the picture

None. No wordmark at the start, no title box. The houses are the branding until the end.

How it ends

The voiceover finishes on its last line. Hold the last house for one second. Cut to black, the wordmark, the enquire line. Three seconds. The old film ended on the wordmark with no ask; this one ends with the ask.

Source in Drive

Brand film, vertical, no logo, with track · Brand film, clean, no track no logo

Delivery

How it comes back.

Files
Two per cut, 9:16 and 4:5, named BARLOW_cut01_30_9x16_v1.mp4 and so on. Fourteen files for the seven, plus the four 15 second versions.
Where
Post to the Figma AD SETS page with the Drive link in a comment, as now. The full size raw cuts are in the Drive folder RAW CUTS 12 SEP 2026.
Review
Nathan checks them in Ads Manager. Chels approves once, in Figma. Then they go live on Nathan’s word.
Questions
Nath, nath@lovr.agency.

Prepared by LOVR · Nath Thompson · 13 September 2026