CARMELA
GIRAUDO




Brand

Top White (fashion / DTC)

Context

During the cultural peak of Challengers, tennis aesthetics became a dominant trend across social media (fashion,      lifestyle, and content formats).

The brand identified an opportunity to launch a tennis-inspired capsule collection, despite not being positioned as a sportswear label.

Problem

How do we leverage a trending sports aesthetic without losing brand identity, which is rooted in a more feminine, styled, and aspirational universe?

Insight

The audience wasn’t engaging with tennis from a performance perspective, but rather from a lifestyle + aesthetic fantasy:
  • “Tennis as a vibe”, not a sport
  • Aspirational, playful, slightly ironic femininity
  • Strong coexistence of trends: sport + beauty + leisure

Creative Direction

“Tennis, but make it girly and unserious”

Instead of adapting to sports codes, we leaned into contrast:
  • Overdressed looks in a sporty environment
  • Non-functional behavior within a “performance” space
  • Humor + aesthetic tension

Execution — Video 01 (Hero Concept)

https://www.instagram.com/topwhite.ar/reel/DCPJ_rNxGnX/?hl=es-la

Concept:
Two models styled in elevated, feminine outfits placed in a tennis court — but instead of playing, they:
  • sunbathe
  • drink canned cocktails
  • casually exist in the space

Hook logic:
Visual contradiction → “this is not what you expect on a tennis court”

Tone:
  • playful
  • ironic
  • aesthetic-first

Brand alignment:
Instead of becoming “sporty”, the brand reinforces its identity through styling and attitude.

Collaboration Layer

Partnership with Ginita Drinks

Strategic role:
  • Enhances lifestyle positioning
  • Adds trend relevance (ready-to-drink culture)
  • Builds a more complete “summer fantasy” narrative
















Execution — Video 02 (Content Variation / Performance Angle)

https://www.instagram.com/topwhite.ar/reel/DCUv1O0R_X8/

Concept:
Leverage the rise of:
  • skincare routines
  • sun care awareness
  • tutorial-style content (high-performing format)

Hook:
Tutorial-driven entry point (familiar, native to platform)

Twist:
Blends beauty routine logic with fashion/lifestyle narrative within the same tennis-inspired universe.


































Creative Strategy Behind Variation


We intentionally developed two content directions:
  1. Aesthetic / Scroll-stopping (Video 01)
    • Focus: attention + brand world building
    • Strength: visual differentiation
  2. Native / Performance-driven (Video 02)
    • Focus: relatability + retention
    • Strength: familiar format (tutorial, skincare, routine)

This allowed us to:
  • test different entry points (visual vs informational hooks)
  • expand audience reach
  • adapt to platform-specific behaviors

Key Learnings

  • Cultural trends perform best when reinterpreted through brand DNA, not copied literally
  • Contrast (sport vs girly) creates strong scroll-stopping power
  • Native formats (tutorials, routines) are essential for performance scalability
  • Hybrid storytelling (fashion + lifestyle + beauty) increases engagement depth


PH: Peter Puffer
Film: Genaro Scochet
Model: Guadalupe Gomez Moreno y Manuela Gomez Moreno

Carmela Giraudo 
Instagram