Brand Tone

Passionate & Enthusiastic, Authentic & Grassroots, Informative & Dedicated, For the Fans, By Fans

Brand Values

• •Appreciation of Punk Rock History & Influence
• •Perseverance & Dedication (Echoing the Band's Ethos "Achieve ALL")
• •Authenticity
• •Community
• •Quality Storytelling

Best Practices

• •Speak the Language of the Fans: Use terminology and references that resonate with the punk rock community and fans of Descendents/ALL. Show you're one of them.
• •Maintain Enthusiasm: Let the genuine passion for the subject matter shine through in all communications. Avoid overly corporate or detached language.
• •Prioritize Authenticity: Be transparent and honest. Share behind-the-scenes insights or personal connections to the material when appropriate.
• •Foster Community: Actively engage with comments and messages. Encourage discussions and sharing of experiences related to the bands and the film. Make fans feel like part of the "FILMAGE" family.
• •Stay True to the Documentary's Spirit: Ensure all copy reflects the core themes of the film – perseverance, the love of music, and the unique story of these influential bands. Keep the focus on the legacy and impact of Descendents/ALL.

Social Perception

Highly Regarded by Fans, Critically Well-Received (Mostly), Seen as a Passion Project, Educational for Newer Fans, Respectful Tribute

Copy Examples

• •Website/Social Media Post (Promoting a streaming offer): "Relive the energy. Rediscover the angst. Dive deep into the story of punk legends Descendents/ALL. 'FILMAGE' is raw, real, and ready for your screen. Rent or buy your digital copy today and see why it's a must-watch for every true music fan!"
• •Product Description (for a T-shirt): "Wear the legacy. This isn't just a T-shirt; it's a badge of honor for those who get it. Inspired by 'FILMAGE: The Story of DESCENDENTS/ALL,' it’s for the fans who know every lyric and every riff. Grab yours and keep the punk spirit alive."
• •Email Newsletter Snippet (Announcing bonus content): "You thought you knew it ALL? We’ve dug even deeper into the archives! Exclusive 'FILMAGE' bonus footage, including extended interviews and unseen live clips, is now available. This is the stuff the die-hards live for. Don't miss out!"
• •Social Media Engagement Question: "Watching 'FILMAGE' for the first time or the tenth? What's the one Descendents/ALL moment in the doc that gives you chills every single time? Share your thoughts below – let's talk punk history!"
• •Advertisement (Targeting punk music fans): "Beyond the music. Into the story. 'FILMAGE' chronicles the 30+ year journey of Descendents/ALL – the triumphs, the struggles, the coffee. Featuring interviews with the bands, Dave Grohl, Mark Hoppus & more. If you love punk, you need to see this."