Social Video + Captions
Client: Swello There (Spec) | Industry: Surfwear / Social Media
Swello There is a conceptual women’s surfwear brand imagined for the emotionally fluent, forecast-obsessed, meme-loving surfer girl. Think: coastal cool with a group-chat brain. This spec video brings that energy to life with shortform social content that’s timely, tonally sharp, and totally relatable.
The challenge
Create a voice-forward piece of content for a fictional surfwear brand that builds community, makes people laugh, and taps into that very real heartbreak of planning your day around a misleading forecast.
My approach
I concepted and wrote a Reels post using trending audio and meme-style captioning. The post featured:
A popular “kencana” sobbing audio, reframed for surf forecast betrayal
A visual tone that was low-effort, high-relatability (read: floor sitting, big feelings, trending crying filter)
A caption written in the voice of your funniest surfer friend, complete with emoji pacing and a touch of emotional oversharing
This style of post is designed to:
✔ Tap into platform-native humor and timing
✔ Mirror the way Gen Z audiences talk about their everyday frustrations
✔ Make the brand feel like part of the group chat, not just the grid
The result
A concept-driven Reel that proves how emotionally resonant, voice-led content can do more than just entertain. It builds brand identity and visibility without relying on a hard sell. With the product naturally worn in-frame, the post delivers soft branding and strong relatability. Swello There comes across as a surfwear label that understands its audience and knows how to show up where they scroll, laugh, and feel seen.
