SKIMS email examples: a 12-email new product launch flow

Paste the prompt into Claude, ChatGPT, Cursor or any AI with Nitrosend MCP connected, and swap in your own brand.

invent and launch a brand new skims product, 12 emails, using nitrosend.

# SKIMS · THE NEW PRODUCT — THE BRIEF

BRIEF FROZEN 24 Jul 2026 (v1). Format: Claude Opus 5 vs Claude Fable 5, each model in its own session, each creating its OWN asset library. Both models receive this document verbatim. No edits after this stamp.

Concept demo. Not affiliated with SKIMS. The product you invent is fictional and every image is concept work; keep a disclaimer with the asset. Never fabricate a real person’s endorsement (see the endorsement rule below).

## The assignment (read this like I’m briefing you across a desk)

Invent a completely new product for SKIMS — not a colourway, not a line extension with a new name, a genuinely NEW product — and launch it in twelve emails. I want to be wowed by the creativity of it: out of the box, but unmistakably SKIMS.

Earn the invention first. **Phase one is deep research**: their current lineup end to end; their recent product launches specifically — what they launched, WHY they launched it, who fronted it, and exactly how the launch mechanics ran (drops, waitlists, the campaign imagery, the viral moments). Your new product should read like the next move only someone who deeply understands this brand would make. **Phase one is also hard-core asset creation**: build your visual world while you research — moodboards into finished campaign imagery, not after the strategy but as part of it.

You are the creative director and the copywriter. The product, its name, the campaign idea, every image, every word — all yours. Ship the version you’d defend in the room with Kim and Jens in it.

## What we’re making

A complete twelve-email Nitrosend **flow** — the launch campaign for your invented product — with this exact dramatic structure (this is the format, not the concept):

- **Emails 1–5: the tease.** Lead-up. Cryptic, escalating, gorgeous. The brand is clearly up to something; nobody knows what.
- **Email 6: THE LAUNCH.** The full reveal. The biggest screen of the series.
- **Emails 7–12: the sell.** Now it exists: how it fits the rest of the line, the campaign faces wearing it, the drop mechanics, the wear-it-with, the restock energy. Selling, but at this brand’s altitude.

## The craft bar (this is the whole point)

**LVMH-quality design. High fashion, not retail. Catwalk energy — even though it’s an on-brand SKIMS product.** Think campaign book, not category page: oversize hero gifs, massive type ON the heroes, monumental restraint. If a screen would pass at a mid-size DTC brand, it fails here. Arrestingly beautiful or start again.

## Brand truth (grounding, not orders — verify and extend it with your own research, never invent facts beyond it)

- SKIMS: founded 2019 by Kim Kardashian with Jens and Emma Grede. Solutions-first body-wear: shapewear, Fits Everybody, Seamless Sculpt, Cotton, loungewear, swim, mens. Official underwear partner of the NBA, WNBA and USA Basketball. NikeSKIMS is live. Launch culture: limited drops, waitlists, celebrity-fronted campaigns, products engineered to go viral.
- Palette and register: skin-tone system (the famous nude spectrum), warm neutrals, monochrome sets; photography is body-first, sculptural, editorial.
- Voice: confident, direct, body-positive, a little knowing. Product names are functional-iconic.
- Registered HQ for the footer: 3400 S La Cienega Blvd, Los Angeles, CA 90016, USA.
- **Research phase is mandatory and comes first**: verify all of the above against the current web, and go much deeper on their recent launches before you invent anything.

## The endorsement rule (hard)

Study their real celebrity playbook in research — that’s brand truth. But in the emails themselves, never fabricate a specific real person’s endorsement, name, or likeness. Cast your campaign with invented faces (your generated imagery), or reference the campaign PATTERN (“fronted by the faces of the season”) without naming real people. Concept-demo disclaimer travels with every email.

## The only hard rules

- **Exactly 12 emails**, built as one Nitrosend flow with entry + exit logic, in the tease/launch/sell structure above.
- **Timing: 60 seconds between every email.** (Demo cadence for the on-camera run, not a real schedule.)
- **Every email carries a full-bleed hero image directly under the header.** No typography-only screens.
- **MOST heroes are ANIMATED — at least 8 of the 12, always including email 1, email 6 (the launch), and email 12.** You create them yourself (keyframe chains, assembled loops). Seamless loops, legible first frame, email-safe under 3MB each.
- **Headlines live ON the hero images — huge.** Poster-scale type worked into the photography as art direction, not captions under it. Mandatory on email 1 and email 6; default everywhere it serves.
- **Design for a TALL, THIN phone frame.** Each email is one narrow pane of a side-by-side film: heroes PORTRAIT or square (4:5 to 1:1, never landscape strips), full-bleed, display type sized to stop a thumb at 480px and still read when the pane is half a phone screen wide.
- **CTAs are designed objects, not defaults.** Tease-phase CTAs may withhold (that’s the game); launch and sell CTAs invite like a fashion house, never like a discount banner.
- Single column, mobile width ~480px. Flawless on a phone.
- **The footer is a designed object, not boilerplate**: recreated brand lockup (never a lifted logo file), the real registered HQ address, social row, preferences, visible unsubscribe, concept-demo disclaimer — styled to the email’s own system.
- The only offers that exist are ones your research verifies as real brand mechanics (waitlists, drops, restock alerts). No invented discounts.
- **Animated assets must use the ORIGINAL blob CDN URL — never a URL with a `/large/` (or any variant) path segment.** Stills may use either.

## Your materials — you create them

There is NO shared asset pool. You research, direct, and generate your OWN complete asset library — every still, every animated hero — inside your own working repo (`skims-opus/` or `skims-fable/`, whichever you are). Generate with GPT Image 2 (keyframe edit-chains for animation), assemble animated loops yourself, research from the live web, and host everything you use on the Nitrosend CDN (via `nitro_ingest`) so it renders in-email. Your asset library is part of what’s being compared.

## Why this brief is deliberately loose

We’re running the same open brief through different models — the invented product and the creative decisions ARE the experiment. Two brilliant, different answers beat two safe, similar ones. Don’t wait for permission.

## Flow naming (required, exact)

Append your model name to the flow title so it’s identifiable in the Nitrosend Flows UI on camera: `"<your flow title> - Opus 5"` or `"<your flow title> - Fable 5"` — whichever you are.