The Lab
False confidence, one invented drink, and a save at the end.
A content & marketing agency, Leicester UK
Not a feed. A show: an original format, a face people recognise, and a plan that turns views into people walking through your actual door.
Joe & Co, Smoky’Z, Froyoberry and seven more brands already run on a show.
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Brands we work with
Ten brands. Ten different shows.
Restaurants, venues, trade and packaging. Different doors, same method.
Joe & CoArtisan coffee
Smoky’Z GrillPiri piri & grill
Spicy Wok ExpressIndo-Chinese & grill
FroyoberryFrozen yoghurt
Hunger CodesRestaurant marketplace
The PearlWedding venue
IstanbulTurkish restaurant
Leicester InteriorsInteriors
BuildwellConstruction
Amico PackagingPackaging supplier
The problem with most content
Most local businesses post because they were told to. Same three angles of the same product. Same stock caption. A feed nobody was waiting for, liked only by people who already knew the place.
We build the opposite. A show has a name, a face, and a reason to come back next week. So does every format we make.
The method
One funnel. Three stages. No guessing.
01
Digital: be found, be understood
The foundation everything else stands on.
A site that loads fast and says what you actually do. Reviews, local search, and the answer an AI assistant gives when someone asks where to go tonight.
02
Social: tell the story, grow the audience
Named formats, shot on a real schedule.
One hero shoot a month, cut into everything your feed needs for the next four weeks. Never a generic showcase, always a series with a title.
03
Live: make it real, make it sell
Offers, events and loyalty that convert the audience.
Booking flow, launch mechanics, in-store moments and seasonal pushes built to turn the audience Social grew into people through your door.
The loop closes. What happens in Live becomes proof for Digital and content for Social, every month it runs.
How we work
Two rules. No exceptions.
01
Every format has a name.
Never a showcase of the menu. Every recurring series gets an original title before a single frame is shot, something an audience recognises before your logo even shows up.
Every brand gets one: "Especial Presents ___".
02
People buy from people.
One consistent, recognisable face carries every format. Nobody follows a brand for a nice photo of a product. They follow a person they've started to trust.
Same face, every episode, on purpose.
The format engine
A few of the shows we've built.
Every client gets an original mechanic built around their actual problem, not a copy of someone else's series.
Berrylicious
Free branded taste-pots taken across the whole city, every lid a QR code.
Grill Talk
A locked-off hot take with the grill running behind it, free motion for free.
The Blindfold
Guess the flavour, win a week of free dessert.
Counter Confessions
One tripod, one rant, zero cuts, the hook is entirely verbal.
The Reorder
"Have you been before?" Candid till-side proof, caught, never staged.
In the feed
What a show looks like when it runs.
Real posts from the brands we work with. Different food, different faces, one recognisable feed.
Images from our clients’ public Instagram feeds.
Who this is built for
If people walk through a door, this is for you.
Venues & hospitality
Restaurants, cafes, bars and event spaces. You don't need more likes, you need more covers, more nights, more return visits.
Local trade & ventures
Construction, interiors and service businesses sitting on years of finished work nobody's seen. We turn the archive into the pipeline.
Growing brands & startups
Fast-moving companies that need a system, not a single viral clip: consistent output, a real face, and a funnel that compounds.
Multi-location groups
One format, proven once, run everywhere it applies. Consistency across sites without losing the local flavour.
How it starts
From call to content, one straight line.
01
Discovery call
Recorded, no exceptions.
We ask about the business, not just the content: history, the product to push first, and who's comfortable on camera.
02
The plan
A same-day recap, while it's still warm.
What we discussed, what it costs, and what the first month looks like, restated in writing before the conversation goes cold.
03
Onboard
Seven days, before the clock starts.
Audit, goals and a content plan agreed with you, not assumed for you, before your first invoice is due.
04
Shoot day
One real day a month.
One hero shoot, cut into everything your feed needs for the next four weeks. AI fills the expensive gaps, never the camera itself.
05
Review
Nothing goes live unreviewed.
Every piece is checked internally, then by you, before it ever reaches your audience. No exceptions, no surprises.
06
Live
Posted, tracked, reported.
Results feed straight back into next month's plan. The loop from the method above runs for real, every cycle.
The menu
Priced like a menu, not a ladder.
Three tiers. Every tier includes everything below it, and every module can move between them. Foundation proves it works. Growth is where most brands land.
Foundation
The clean start
£599/month
- 2 short-form videos a week, 8 a month, fully edited and captioned
- Supporting imagery from the same shoot, ready for grid and stories
- 1 shoot day a month
- Dedicated client portal: calendar, comments, approvals
- Built for Instagram, TikTok and Meta
Recommended
Growth
The one we push
£749/month
- Everything in Foundation
- 3 videos a week, 12 a month, plus dedicated weekly B-roll
- Longer monthly shoot, built for new product or menu releases
- Meta & TikTok ad support (ad spend separate, from £100/mo)
- One original branded series with its own landing pages
- A dedicated brand Companion AI, built on Claude
Partner
The full build
£1,249/month
- Everything in Growth
- Scaled cadence: every 2 days, or daily where it earns it
- Dedicated engagement loops and groups around the brand
- In-event, product and new-menu support
- Community building, not just content aimed at one
- A dedicated newsletter, plus giveaways and collaborations
Every tier flexes. Ad management, an extra video block, extra shoot time or event coverage price separately, ask what fits your business.
The engine behind it
AI doesn't replace the camera. It removes the expensive part of using one.
One real shoot day becomes a month of cutaways, B-roll and angles that used to take six. Growth and Partner brands also get a Companion AI, built on Claude, that knows the business inside out: it captions content and holds the brand voice, sitting right inside your portal next to the calendar.
Especial's one non-negotiable rule: nothing reaches your audience without a human reviewing it first. No exceptions.
Engagement, first six monthsIndexed: month 1 = 100
Illustrative data
- Reach41.2K+212%
- Saves & shares3.4K+340%
- Profile visits8.9K+176%
- QR scans612new
| Month | Index |
|---|---|
| Month 1 | 100 |
| Month 2 | 128 |
| Month 3 | 171 |
| Month 4 | 224 |
| Month 5 | 301 |
| Month 6 | 388 |
Let's build your show
Ready to stop posting and start a format?
Tell us about the business. We'll tell you the format, the face and the first shoot day, before you sign anything.
hello@especial.agency