The Art of Looking Expensive (When You’re Really Not)

How to create luxury social content

May 07, 2025

If you’ve been rocking with us for a while, you know we’re big believers in lo-fi, scrappy content that just works.

But this week we’re flipping the script, highlighting the creators and brands proving that high production still has a place if you know how to use it right.

Wisdom Kaye

@wisdm8

Replying to @Richmond okeke YOU GUYS ARE DRIVING ME MAD

What Happened: Wisdom kicks off his videos with iPhone replies to comments, then cuts to full-blown editorial reveals — think RED cam, perfect lighting, fashion week vibes. The one above hit 84 million views.

The Fathers Take: It works because it’s platform-native first, premium second. He earns attention with the hook, then rewards it with polish.

This is the new creative edge: generalists who can concept, shoot, and package in a way that feels both real and cinematic.

Montes Sauce

What Happened: Montes sauce is dropping mini movies on the timeline. Think New York mob vibes, fast cuts, and recurring characters plotting their next menu item like a heist.

The Fathers Take: This is premium production, but built for social: scenes change every few seconds, the hook hits instantly, and the whole story wraps in under 90 seconds. That’s why it works.

Mospoke & IWC

@iwcwatches

The rhythm of watchmaking continues, Day & Night. IWC Watchmaker, Florian Salzer assembles the Portugieser Hand-Wound Tourbillon Day & ... See more

What Happened: IWC posted a 7-minute microscopic deep dive into watchmaking. Mospoke showed leather wallets being stitched and shaped with the care of a sushi chef. Both brands used tight shots, slow pacing, and ASMR-level sound to turn craftsmanship into content

The Fathers Take: When you’re selling premium, show why it’s premium. Mospoke makes $200 wallets feel like $1,000 just through production quality. Every stitch, scrape, and snap becomes a reason to trust the product. The same goes for IWC.

Final Sermon

From Montes to Mospoke, the message is clear: high production still works, but only when it’s built for the scroll.

We talked about all of these examples and more in depth on our pod below:

Blessings,

The Brandfathers