Tito Brand Book

How Tito's videos look, one chapter at a time. Made for the editors and Eddie.

Chapter 01

Color

47 frames · 22 settings · 7 LUTs · FX3A, S‑Cinetone

Looks

Pick a look to see it on every frame. Move over a frame to compare raw and graded, click to open it large.

LUTMatched Jump to setting

Leaving the house

Outdoor

Leaving the house, C0020, raw — C0020+0.4 EV

Rolls-Royce outside

Outdoor

Rolls-Royce outside, C0294, raw — C0294+1.1 EV

Rolls-Royce outside, C0294, graded with Outdoor — C0294+1.1 EV

Rolls-Royce outside, C0297, raw — C0297-0.2 EV

Rolls-Royce outside, C0297, graded with Outdoor — C0297-0.2 EV

Rolls-Royce outside, C0300, raw — C0300+0.3 EV

Rolls-Royce outside, C0300, graded with Outdoor — C0300+0.3 EV

Rolls-Royce inside

Golden

Rolls-Royce inside, C0295, raw — C0295+0.6 EV

Rolls-Royce inside, C0295, graded with Golden — C0295+0.6 EV

Back seat

Warm

The house

Outdoor

Haircut on the terrace

Outdoor

Haircut on the terrace, C0283, raw — C0283+0.1 EV

Haircut on the terrace, C0283, graded with Outdoor — C0283+0.1 EV

Living room

Warm

Living room, C0499, graded with Warm — C04990.0 EV

Home office

Warm

Home office, C0497, graded with Warm — C0497+1.1 EV

Home office, C0513, graded with Warm — C0513+1.1 EV

Working on the terrace

Outdoor

Working on the terrace, C0501, raw — C0501+0.3 EV

Working on the terrace, C0501, graded with Outdoor — C0501+0.3 EV

Office lobby

Warm

Office meeting

Warm

Office meeting, C0030, raw — C0030+0.3 EV

Office meeting, C0030, graded with Warm — C0030+0.3 EV

Late night working

Night

Late night working, C0765, raw — C0765-0.2 EV

Late night working, C0765, graded with Night — C0765-0.2 EV

Late night working, C0772, raw — C0772+0.8 EV

Late night working, C0772, graded with Night — C0772+0.8 EV

Late night working, C0778, raw — C0778+0.3 EV

Blue hour

Night

Drive-thru, afternoon sun

NewSunlit

Drive-thru, afternoon sun, C0317, graded with Sunlit — C0317+0.3 EV

Driving the Rolls

NewSunlit

Driving the Rolls, C0439, graded with Sunlit — C0439+0.3 EV

Kith, overcast

NewSunlit

Kith, overcast, C0330, graded with Sunlit — C03300.0 EV

Kith, overcast, C0329, raw — C0329-0.2 EV

Kith, overcast, C0329, graded with Sunlit — C0329-0.2 EV

Canyon stop

NewCoast

Canyon stop, C0350, graded with Coast — C0350+0.3 EV

Canyon stop, C0454, graded with Coast — C0454-0.2 EV

Malibu sunset

NewSunlitDusk

Malibu sunset, C0364, graded with Sunlit — C0364+0.3 EV

Malibu sunset, C0354, raw — C0354-0.2 EV

Malibu sunset, C0354, graded with Dusk — C0354-0.2 EV

Malibu sunset, C0357, raw — C0357-0.2 EV

Malibu sunset, C0357, graded with Dusk — C0357-0.2 EV

Rodeo Drive, blue hour

NewDusk

Rodeo Drive, blue hour, C0475, graded with Dusk — C0475+0.4 EV

Rodeo Drive, blue hour, C0469, raw — C0469-0.2 EV

Rodeo Drive, blue hour, C0469, graded with Dusk — C0469-0.2 EV

Rodeo Drive, blue hour, C0473, raw — C0473+0.4 EV

Rodeo Drive, blue hour, C0473, graded with Dusk — C0473+0.4 EV

Gas station at night

NewNight

Gas station at night, C0385, graded with Night — C0385+0.3 EV

DTLA at night

NewNight

DTLA at night, C0243, graded with Night — C0243+0.6 EV

DTLA at night, C0246, raw — C0246+1.1 EV

DTLA at night, C0246, graded with Night — C0246+1.1 EV

Thrift store

NewWarm

Thrift store, C0095, graded with Warm — C0095+0.3 EV

Thrift store, C0059, graded with Warm — C0059+0.5 EV

How these were made

Every frame is a still from the original 4K clip in the Drive, shot in S-Cinetone. Exposure was set once per clip (the EV next to each frame) and stays the same when you switch LUTs, so you see only what the LUT changes.

Settings marked New come from the Malibu, Rodeo Drive, DTLA and thrift store folders.

In the edit

Exposure and white balance per clip first, then the LUT on top.
S-Cinetone and normal 709 clips take the plain file. S-Log3 clips take the _SLog3 file, which replaces Sony's s709 LUT.
If skin gets too golden on a clip, lower the LUT to 70 to 90%.

Chapter 02

Type

Greg runs six text styles. Each has one job and one place on screen. The fonts are matched against his reels at full resolution, and every style is shown on Tito's graded footage.

Fonts

On Mac and iPhone this page shows the real fonts. Elsewhere it falls back to the closest free ones.

Nobody Talks About
the Boring Years

Hooks

PoppinsBold

Weights: Bold
Get it: In the kit · Google Fonts

Same font as Greg's hooks, with a 4 px black outline.

Nobody sees the work behind it.

Captions, big words

SF Pro DisplayHeavy · Heavy Italic

Weights: Heavy, Heavy Italic
Get it: Free from Apple · developer.apple.com/fonts

Apple's license is written for app design, so for paid videos it's a grey area. Free stand-in in the kit: Inter Display ExtraBold, tracking +10.

so we started testing everything

Transcripts

Helvetica NeueMedium Italic

Weights: Medium Italic
Get it: Built into every Mac · Windows: Arial Italic

Yellow #EFC232 with a thin dark outline. Only for transcripts.

Nobody claps for the early mornings.

Serif lines

Times New RomanRegular

Weights: Regular
Get it: Built into Mac and Windows

Tracking −25. Tinos in the kit is a free twin.

Text colors White #FFFFFF · everything Yellow #EFC232 · transcripts only Outline black, 4 px on hooks

Styles

Sizes are for a 1080 × 1920 timeline. Tracking in Premiere units. Click a frame to see it large.

Hook

The claim. First thing on screen, alone, for about 3 seconds.

Greg

TitoC0350, C0329 · sample copy

Tito, C0350, matched LUT, with the hook style — TitoC0350 · sample copy

Tito, C0329, matched LUT, with the hook style — TitoC0329 · sample copy

Use forEvery video that opens with a statement: talking head, walk-and-talk, podcast clips.

Font: Poppins Bold
Size: 80 px · line spacing 93 px · tracking −10
Lines: 2, up to 85% of the width
Position: Centered at 53 to 60% height, always below the chin
Color: White. 4 px black outline on busy shots, soft shadow on calm ones
Case: Title Case or sentence case
Timing: 0 to 3.4 s, then a hard cut to captions
Push-in: Nest the first shot with the hook and logo, then scale the nest from 100 to 112% over the 3.4 s. Linear, anchored in the center. Footage and text grow together

Logo tag

Who is talking, without a title.

Greg

TitoC0019, C0537 · sample copy

TitoC0019 · sample copy

TitoC0537 · sample copy

Use forThe first 3 seconds of a talking head or podcast clip, together with the hook.

Logo: UNLEASH logo, white PNG from the kit, 320 px wide. No shadow
Arrow: Greg's arrow from the kit. Size, aim and spacing: The arrow
Side: On the side of his head with more space
Title: None. Only the logo, so nobody asks about titles
Timing: 0 to 3.4 s with the hook, inside the same push-in

Captions

What he says, one phrase at a time.

Greg

TitoC0302, C0024 · sample copy

Tito, C0302, matched LUT, with the captions style — TitoC0302 · sample copy

Tito, C0024, matched LUT, with the captions style — TitoC0024 · sample copy

Use forEverything spoken after the hook.

Font: SF Pro Display Heavy
Emphasis: One key word in Heavy Italic
Size: 52 px · tracking 0
Length: One line, 3 to 6 words, cut on natural pauses
Position: Centered at 50 to 55% height, below the chin
Color: White, very soft shadow
Case: Sentence case

Transcript

A voice from a podcast or interview, played over b-roll.

Greg

TitoC0385, C0501 · sample copy

Tito, C0385, matched LUT, with the transcript style — TitoC0385 · sample copy

Tito, C0501, matched LUT, with the transcript style — TitoC0501 · sample copy

Use forClips where the audio comes from a conversation and the picture is something else.

Font: Helvetica Neue Medium Italic
Size: 51 px · tracking −25
Color: #EFC232, thin dark outline and shadow
Position: Centered at about 60% height
Length: One or two lines, phrase by phrase

Serif line

One quiet thought over a montage.

Greg

TitoC0364, C0127 · sample copy

Tito, C0364, matched LUT, with the serif line style — TitoC0364 · sample copy

Tito, C0127, matched LUT, with the serif line style — TitoC0127 · sample copy

Use forLifestyle montage with music and no talking.

Font: Times New Roman Regular
Size: 54 px · tracking −25
Position: Centered at about 52% height
Color: White, no outline
Case: Sentence case, ends with a period
Timing: Whole line at once, holds 2 to 4 s

Big word

One word per beat, filled with sky.

Greg

TitoC0294, C0297 · sample copy

Tito, C0294, matched LUT, with the big word style — TitoC0294 · sample copy

Tito, C0297, matched LUT, with the big word style — TitoC0297 · sample copy

Use forFast montages cut to music.

Font: SF Pro Display Heavy
Size: 115 px · tracking −10
Case: Lowercase
Fill: A moving sky clip inside the letters (track matte). Clouds make it white, clear sky makes it blue
Motion: Wipes in left to right, one word per cut or beat
Position: Centered at about 54%, over the subject

The arrow

Traced from Greg's reel and redrawn as a clean file. Same shape, same spacing.

Greg's label and arrow, from his reel — Gregfrom his reel

TitoUNLEASH-arrow.png

Spacingsame as Greg's label

Size: 100%, never scaled
Color: Pure white, no shadow
Side: Logo on his right? Flip it
Timing: First frame to the cut

Common mistakes

✕Scaled up

✕Chalk or brush arrow

✕Tip on his face

Interview reels, first 8 seconds

Tito's and Greg's reels from the Personal Brand doc, on one timeline.

Tito nowcurrent reel

Greginterview reel

Tito's interview reel with the new text system — Tito targethis own words

0.0 s

ClaimName tagCaptions

Tito now

Greg

Target

012345678

Claim first

Greg's claim stays alone on screen for 3.4 seconds. Tito's reel starts the transcript at 0.25 seconds, so the claim never lands as one sentence.

Slow push-in

While the claim is up, Greg's whole shot grows from 100 to 112%, text included. Measured frame by frame: 3.6% per second, straight line. At 3.4 s it cuts to a still angle.

Phrases, not words

Greg shows 4 to 6 words at a time. Tito's reel shows 1 or 2, which is harder to read and feels rushed.

Logo, not a name tag

The monospace tag with the red bar stays for almost 6 seconds and reads like a news channel. The logo tag shows only with the claim.

Claim from the doc: “The biggest difference between OF in 2025 & 2026”. Captions use what Tito actually says.

Formats

What goes on screen, in order, for each kind of video.

Talking head

Tito to camera, seated or standing.
Claim and logo for 3 s, then captions in phrases.

See the styles

Walk-and-talk

Moving shot, Tito talking.
Claim for 3 s, then captions.

See the styles

Podcast clip

Conversation audio over b-roll.
Claim for 3 s, then the yellow transcript.

See the styles

Montage

Music only, no talking.
One serif line for the whole clip, or one big word per beat. Never both.

See the styles

Rules

Same frame, only the text changes. Left is what to stop, right is the target.

TITOUAN URLIUNLEASH
The biggest
✕Words from 0 s
The Biggest Difference
In OF 2025 vs 2026
✓Claim, 0 to 3 s
01
Claim first
The claim stays alone for about 3 seconds. The transcript starts after it.
HELPING AN OF CREATOR
6X THEIR EARNINGS
EPISODE 002: BTS OF THE BEST OFM AGENCY IN THE SPACE
TITOUAN URLIUNLEASH
two of taking
✕Four at once
Helping a Creator
6x Their Earnings
✓Hook and logo
02
Two at most
Never more than two text elements on screen at the same time.
between being
✕1 or 2 words
between being an OnlyFans manager
✓A full phrase
03
Phrases, not words
Captions are 3 to 6 words, cut where he pauses.
so much easier
✕Under the caption
Last year it was so much easier.
✓Mid-frame
04
Out of the bottom third
Instagram's caption and buttons cover it. Keep text between 14% and 65% height.
Nobody sees the work.
✕Red box
Nobody sees the work.
✓White, soft shadow
05
No colored boxes
White text with a soft shadow. Yellow only for transcripts.
NOBODY TALKS ABOUT
THE BORING YEARS
✕All caps
Nobody Talks About
the Boring Years
✓Title Case
06
No ALL CAPS
Title Case for hooks, sentence case for captions.

Chapter 03

Video concepts

What each of Tito's five verticals should look like, with the reels to copy from. Click a reel to watch it.

Basics

From the reels in the Personal Brand doc. Hit as many as the shoot allows.

01
Movement
Something in the frame moves: the car, a walk, a push-in. Seated talks get angle switches instead.
02
Self-filmed, or the real camera
If someone else films him, it's the camera. The phone only when he films himself.
03
Soft background
Shallow depth of field in every shot, f/1.4 to 2.8.
04
A setting people remember
The desert, a rooftop, the pool. No plain rooms.
05
Clean sound design
Subtle effects and a clean music bed. If a sound feels cheap or like a meme, leave it out.
06
No cap
Whenever he can, above all in interviews.

Verticals

Text styles link to Chapter 02.

Interview

Referenceclick to watch

Shoot: Two cameras, medium and close. f/1.8 to 2.8. Seated, in a setting people remember. Setup in Chapter 04.
Edit: Angle switches and push-ins in the first seconds. Fewer once the viewer is in.
Text: Hook and Logo tag for 3.4 s, inside the push-in. Then Captions.

Self-filmed

Referenceclick to watch

Transformation

No reference yet

Motivation

Referenceclick to watch

Titosample copy

Tito at the window at blue hour, with a serif line — Tito

Behind the scenes

Referenceclick to watch

Titosample copy

Camera and export

Same settings every time.

Camera

S-Cinetone, then the plain LUT. S-Log3 footage takes the _SLog3 LUT.
4K 30p, shutter 1/60. B-roll 60p or 120p.
f/1.4 to 2.8. ND filter outside.
White balance by hand, per location.
Lav mic on everyone who talks.

iPhone

4K 30 fps.
HDR video off, so it matches the graded footage.
Tap and hold on his face to lock focus and exposure.
Clean the lens. Light in front of him.

Export

H.264 MP4, 1080 × 1920, 30 fps, about 15 Mbps.
Audio AAC, around −14 LUFS.
Instagram: "Upload at highest quality" on.
One LUT per video, the one for that setting.

Leaving the house

Rolls-Royce outside

Rolls-Royce inside

Back seat

The house

Haircut on the terrace

Living room

Home office

Working on the terrace

Office lobby

Office meeting

Late night working

Blue hour

Drive-thru, afternoon sun

Driving the Rolls

Kith, overcast

Canyon stop

Malibu sunset

Rodeo Drive, blue hour

Gas station at night

DTLA at night

Thrift store

PoppinsBold

SF Pro DisplayHeavy · Heavy Italic

Helvetica NeueMedium Italic

Times New RomanRegular

Hook

Logo tag

Captions

Transcript

Serif line

Big word

Claim first

Slow push-in

Phrases, not words

Logo, not a name tag

Talking head

Walk-and-talk

Podcast clip

Montage

Claim first

Two at most

Phrases, not words

Out of the bottom third

No colored boxes

No ALL CAPS

Movement

Self-filmed, or the real camera

Soft background

A setting people remember

Clean sound design

No cap

Interview

Self-filmed

Transformation

Motivation

Behind the scenes

Camera

iPhone

Export

Two angles that look different

Talk to a person, not the lens

Light from the side

Background far and soft