Primer
Questions teams ask before booking bench time — answered in plain language.
The primer is not a contract and not a pitch. It is the FAQ we wish arrived with every brief: practical answers about rhythm, documents, and how a season runs at Kandahar Street.
How is a campaign engagement structured?
Engagements begin with a written commission letter naming shape, rhythm, attendees, and deliverables. Work moves through architecture, direction, orchestration, and launch comms as needed. Weekly written notes document each review. Amendments mid-season are written, not verbal. The letter lists document names explicitly so nothing is hidden inside a generic deck title. If a discipline is out of scope, the letter says so. If a client-side role is required at reviews, the letter names that person.
What does the first month look like?
The first month follows four firings: brief reading, direction shaping, orchestration and production, then launch and tempering. Within each week, Monday is for reading, midweek for shaping, Thursday for proofs, Friday for written notes. Shorter commissions compress but do not skip the proof ladder. You should expect a written note at the end of every week you are in an active season.
What should we prepare before the bellows hour?
Bring the brief, audience material, channel history, legal constraints, reference creative, and the name of whoever signs proofs. Incomplete material is acceptable; undecided sign-off is not. Send files one working day ahead for remote sessions. Include last season's work even if you consider it obsolete.
Do you produce final artwork files?
We supervise production and release approved files with version numbers. Execution may be in-house, with your suppliers, or with partners we do not name here. The deliverable is a held proof and release pack. We do not operate a print shop; we operate the proof ladder that precedes print.
Can we engage for one discipline only?
Yes. Architecture-only or direction-only commissions are common entry points. Each discipline still receives its named document and review gate. Combined disciplines are sequenced, not parallelised, unless the commission letter states otherwise.
How are reviews conducted?
Reviews use printed or PDF proofs shared at least one working day ahead. Mark-ups are written. Verbal approvals without a held proof are not accepted for release. Video reviews are fine when proofs were shared on time. Rush requests that skip the hold are declined.
What is the typical team on your side?
A studio director and senior writer attend most sessions. Production supervision adds a proof specialist when needed. Names are on the commission letter. You will not meet a rotating cast of juniors without notice.
Do you work with APAC teams outside Singapore?
Yes. Remote seasons are normal. Proofs are shared digitally; critical reviews may use video with physical proofs couriered for final holds. Time zones are handled by written notes and scheduled reviews, not constant chat.
How do you handle urgent timelines?
Urgency is managed by narrowing scope, not by skipping the proof ladder. We will say no if the timeline requires releasing unheld work. Launch runs exist precisely for teams with fixed dates and nearly finished assets.
Where should privacy requests be sent?
Email [email protected] with the subject line Privacy request. We respond within the timeframes stated on the privacy page. Include enough detail for us to locate any correspondence.
Is there public parking nearby?
Street parking is limited. We recommend Bugis MRT or a drop-off on Kandahar Street. Directions are on the Doorstep page. Bicycle parking is available along the shophouse row.
If your question is about reaching the studio, see Doorstep. If it is about data and cookies, see Privacy and Cookies.
The primer is updated when commission shapes change. Last reviewed August 2026.
Questions about written deliverables should reference document names from the home page list. Generic requests for "a deck" are refined in mail to a named output so expectations match.
FAQ answers here summarise studio practice as of August 2026. Signed letters override this page if they differ.
If your organisation requires vendor onboarding forms, send them after the bellows hour. We complete compliance paperwork only when a commission is likely.
Questions about media buying or rank guarantees are outside studio scope; we direct those enquiries elsewhere when appropriate without referral arrangements.