Texas retail, June 15 – 30. World Cup in Dallas & Houston the same month. 90 posts in 30 days, produced in batch waves, gated to an editorial bar, approved once a week.
Three posts a day to IG (mirrored to FB), planned a month out, rendered a week ahead. Robb's total involvement: one ~20-minute approval session per week.
Hero · Story · Flex — 90 posts across June 15 – July 14.
Each week rendered, gated & approved before it starts. W1 lands June 13.
Bottle fidelity → Brand congruence → Scroll-Stop. Fail any = never reaches the feed.
Weekly package: frames + captions + music + 3-wide grid preview. One yes.
Every post must do at least one: Belong (look like the tequila Texans already drink) · Thirst (make someone thirsty) · Locate (say where to buy it). Does none? It dies.
Same model, same bottle, same scene. Left: standard AI render. Right: the realism stack now locked into every render — 35mm film language, two named light sources, prompted imperfections, film grain as the final pass.
The grid reads as one family. Every asset — AI, real capture, graphic — grades into one world.
No brown — ever. No color washes. Warmth only where a real light source motivates it (tungsten, TV glow). Gold appears as a very minor accent at most; text on assets is white/cream, never gold.
Anton ALL-CAPS for on-image social text (locked) · Instrument Serif editorial accents · Inter utility. Logo = the real Icon-Large lockup, always composited, never AI-rendered. Bottle always from canonical reference sets.
Motifs that repeat: candlelit-amber key light · mesquite + copper surfaces · one caption-card system · one closing-slide format · the agave-star mark.
Real launch capture polished into the kit (Relight → Upscale → grain). AI fills environment-only scenes. Hard rule: no AI humans drinking or holding drinks, ever.
Vivid serve shots + Cinema Studio pour loops. Rocks glass, Tajín rim, pale-gold pour, named real cocktails. Prime boost material — hits the editorial bar hardest.
Scene-led: the idea lives inside the photograph; the Anton type layer is composited after. Flat type-on-gradient posters are dead. Carries the Fútbol Summer series.
Real Jalisco photography first (533+ frame library; AI never renders people on the farm). Bottle-as-design-object from the locked family anchors.
Match-day scenes and watch-party carousels on verified fixture dates. Never FIFA marks, never "World Cup," never crests. USA + Mexico colors together — never Mexico alone.
| City | Verified June fixtures |
|---|---|
| Dallas · AT&T | Jun 14 (NED–JPN) · 17 (ENG–CRO) · 22 (ARG–AUT) · 25 · 27 — plus the Jul 14 semifinal |
| Houston · NRG | Jun 14 (GER–CUW) · 17 · 20 · 23 · 26 |
Every slot is specced — pillar, concept, job. World Cup content is ~15 of 90 posts; the rest is cocktails, origin, lifestyle, availability and a July 4th moment. Full slot-by-slot detail lives in CONTENT-PLAN-30DAY.md.
| Wave | Week | Arc | Highlights | Rendered by |
|---|---|---|---|---|
| W1 | Jun 15–21 | Arrive loud | Both paid heroes live Jun 15 · first real shelf shots · MATCH DAY Jun 17 + 20 · Paloma carousel | Jun 13 |
| W2 | Jun 22–28 | Embed | MATCH DAY Jun 22 / 25 / 27 (Argentina twice) · watch-party recipe carousel · where-to-find v2 | Jun 19 |
| W3 | Jun 29–Jul 5 | Own the summer | July 4th hero + Independence Paloma · month-one marker · knockout match days | Jun 26 |
| W4 | Jul 6–14 | Deep Texas | Bar-cart carousel · ranch sunset hero · SEMIFINAL DAY: DALLAS finale | Jul 3 |
Slot 1 = HERO (scroll-stopper) · Slot 2 = STORY (carousel/video) · Slot 3 = FLEX (real capture, match day, where-to-buy). Jobs: Belong · Thirst · Locate. Real launch capture swaps into FLEX slots as it arrives.
| Day | Slot 1 · Hero | Slot 2 · Story | Slot 3 · Flex |
|---|---|---|---|
| Mon 15 | PAID HERO IMAGE "Now in Texas" — bottle-as-design-object [B/L] | Origin carousel: Highlands agave → Tequila bottling → Texas shelf [B] | Scene-led "TEXAS, MEET SANTOS DIOSES" [B/L] |
| Tue 16 | Paloma serve scene — Tajín rim, grapefruit [T] | PAID HERO VIDEO loop + Huapango [B/L] | Real shelf shot #1 (Total Wine / Spec's) [L] |
| Wed 17 | MATCH DAY scene — Dallas ENG–CRO + Houston [B] | Cocktail recipe carousel: the Paloma [T] | Where-to-find mini: 3 store callouts [L] |
| Thu 18 | Reposado neat scene — rocks, bar wood [T] | Video loop: slow pour over ice, 6s [T] | Real launch-account pour [B/L] |
| Fri 19 | Ranch Water scene — Topo, lime, porch light [T] | Origin carousel #2: the jimador's field (real Jalisco) [B] | Scene-led "WEEKEND'S CALLING" [T] |
| Sat 20 | Cantarito-style serve, citrus stack [T] | Video loop: agave field drift (real footage) [B] | MATCH DAY: HOUSTON (NED–SWE) [B] |
| Sun 21 | Bottle-as-object, morning light [B] | Where-to-find carousel v1: shelf + bar + map [L] | Real capture: weekend moment [B] |
| Day | Slot 1 · Hero | Slot 2 · Story | Slot 3 · Flex |
|---|---|---|---|
| Mon 22 | MATCH DAY: DALLAS (ARG–AUT) scene [B] | Cocktail carousel: Ranch Water, the Texas serve [T] | Scene-led "NOW POURING IN TEXAS" + stores [L] |
| Tue 23 | Backbar hero — bottle among the top shelf [B/L] | Video loop: Tajín rim build, hands-free [T] | MATCH DAY: HOUSTON (POR–UZB) [B] |
| Wed 24 | Patio table after the party — env scene [B] | Origin carousel: barrel room, reposado rest [B] | Real account feature #2 [L] |
| Thu 25 | MATCH DAY: DALLAS (JPN–playoff) watch-party [B] | Video loop: grapefruit squeeze slow-mo [T] | Scene-led "FÚTBOL & TEQUILA, TEXAS STYLE" [B/T] |
| Fri 26 | Paloma pitcher scene — group serve, no people [T] | Cocktail carousel: batch Palomas for the watch party [T] | MATCH DAY: HOUSTON (CPV–KSA) [B] |
| Sat 27 | MATCH DAY: DALLAS (JOR–ARG) — the big one [B] | Video loop: bottle hero rotation, 8s [B] | Real capture: Saturday night out [B] |
| Sun 28 | Sunday-slow scene: neat pour, brunch light [T] | Where-to-find carousel v2 (expanded) [L] | Scene-led "SUNDAY SERVED SLOW" [T] |
| Day | Slot 1 · Hero | Slot 2 · Story | Slot 3 · Flex |
|---|---|---|---|
| Mon 29 | Knockout-round scene (city per bracket) [B] | Origin carousel: Hecho en México, made for Texas [B] | Real shelf/account capture [L] |
| Tue 30 | Pool-evening serve scene [T] | Video loop: condensation macro on rocks glass [T] | Scene-led month-close "ONE MONTH IN TEXAS" [B] |
| Wed 1 | Backyard table scene — summer dusk [T] | Cocktail carousel: summer spritz-style serve [T] | Knockout MATCH DAY (per bracket) [B] |
| Thu 2 | Bottle + ice bucket, party prep [T] | Video loop: cooler pack-out for the lake [B] | Real capture flex [B] |
| Fri 3 | JULY 4TH EVE hero — red-white-blue table [B/T] | July 4th cocktail carousel: the Independence Paloma [T] | Scene-led "LONG WEEKEND LOADED" [T] |
| Sat 4 | JULY 4TH hero — porch, bunting, rocks pour [B/T] | Video loop: golden-hour porch pour [T] | Real capture: the 4th in Texas [B] |
| Sun 5 | Recovery-brunch serve scene [T] | Origin carousel: estate story, 670 hectares [B] | Where-to-find mini refresh [L] |
| Day | Slot 1 · Hero | Slot 2 · Story | Slot 3 · Flex |
|---|---|---|---|
| Mon 6 | Hill Country porch scene [B] | Cocktail carousel: neat + Tajín, the purist serve [T] | Real account feature [L] |
| Tue 7 | Backbar hero v2 — Dallas skyline through window [B] | Video loop: label macro from REAL photography [B] | Scene-led "ASK FOR IT BY NAME" [L] |
| Wed 8 | Quarterfinal-window match scene (per bracket) [B] | Origin carousel: from piña to pour [B] | Real capture flex [B] |
| Thu 9 | Date-night scene: two glasses, low light [T] | Video loop: two-glass clink, 5s [T] | Where-to-find: bars edition [L] |
| Fri 10 | Weekend-load-in: bottle + limes + Topo [T] | Cocktail carousel: build-your-bar-cart cards [T] | Scene-led "FRIDAY IN TEXAS" [T] |
| Sat 11 | Ranch sunset hero — silhouette against gold [B] | Video loop: field drift v2 (real footage) [B] | Real capture: Saturday [B] |
| Sun 12 | Slow-Sunday serve [T] | Origin carousel: the ceramic bottle as craft object [B] | Scene-led "MADE TO BE OPENED" [T] |
| Mon 13 | Semifinal-eve scene: Dallas gets the world [B] | Cocktail carousel: watch-party batch build [T] | Where-to-find refresh [L] |
| Tue 14 | SEMIFINAL DAY: DALLAS hero — the biggest match Texas hosts [B] | Video loop: stadium-city energy + type [B] | Real capture: semifinal night [B] |
Two "Now in Texas" heroes (1 image + 1 video w/ the owned Huapango track), statewide 21+, interest-stacked: premium tequila, Total Wine, Spec's, cocktails. Live June 15.
Sniper reserve. Any post top-decile at 48h gets flagged with a one-line boost rec. Nothing boosts without Robb's yes.
Always-on spend after June. The 48-hour check runs daily; organic carries the feed.