For press, partners and marketing

Press & brand kit

Everything needed to describe, quote or create for Sir & Cap without getting it wrong. Free to use for editorial coverage and approved collaborations. Questions go to hello@sirandcap.com.

Boilerplate

Copy as written

One line

Short

Two cats conduct a serious field study of the human species. One believes in humans. One does not.

50 words

Medium

Sir & Cap is a deadpan animated short comedy. Cap, a hopeful young Bengal in a flat cap, is sure every café, locker and laundromat was built for the two of them. Sir, a tweed-wearing tabby, knows better and writes it down. The world rarely agrees with Cap. Sir rarely leaves his side.

100 words

Long

Sir & Cap is an animated short-form comedy published on TikTok, YouTube Shorts and Instagram. Two cats run an ongoing field study of humans, whom they call the Providers. Cap does the fieldwork and believes, sincerely, that the world means well. Sir keeps the notebook and has stopped expecting much. Each case lasts under thirty seconds: Cap explains what an ordinary place is really for, something perfectly normal happens, and Sir writes one line. Most weeks Cap is gently let down. Sometimes Sir quietly does something kind. The tone is dry, the look is warm, and nobody is ever laughed at for who they are.

The characters

Canon, never varies

Portrait of Sir, a silver-grey tabby in herringbone tweed, olive waistcoat and burgundy tie, holding a leather notebook. — Sir · Lead Observer · Green

Portrait of Cap, a golden-brown Bengal in an oversized checked flat cap and rust-red varsity jacket. — Cap · Field Operative · Red

Sir: Founder of the study and keeper of the notebook. Compact silver-grey tabby, round full cheeks, green eyes, the taller and broader of the two. Herringbone tweed jacket with leather cuff patches, olive knitted waistcoat, cream shirt, narrow burgundy knitted tie. Calm, soft, precise British voice, flat, without emphasis. Unconvinced by humans. His rare soft moments are the emotional payoff of the show.
Cap: Field operative. Slimmer golden-brown Bengal, large amber eyes, smaller than Sir. Oversized checked flat cap, rust-red varsity jacket with striped cuffs over a cream shirt, natural fur below the jacket. Soft, warm, gentle voice with a light Italian-American lilt. Sincere, never childish. Believes humans mean well. Wrong most weeks, never cynical.
Relationship: Not partners, not a buddy act. Two colleagues running one study. Sir states, Cap interprets. Sir is the grown-up, Cap is the one the audience worries about. The rare moment Sir looks after Cap is the reason people stay.
Humans: Called the Providers. Appear only as a hand, a back or a blur, always behaving normally. Classified by behaviour into Subject types such as The Host, The Recipient or The Keeper.

Key visuals

The two together

Sir upright with his notebook on the green sofa, Cap asleep on his shoulder, smiling. — Key visual, landscape 16:9

Cap asleep against Sir’s shoulder, rain on the window, Sir holding his notebook with a sketch of Cap. — Key visual, portrait 9:16

Tone of voice

Dry on top, warm underneath

The show speaks like a research report written by someone who cares more than they let on. Short sentences. Declarative. Understatement over exaggeration. Captions are written from inside the story, from the characters’ point of view, and never describe what happens in the video.

Sounds like us

One to five words, or one emoji, when the image carries it
Quote the line people will copy: “It had my size.”
Clinical vocabulary for small things: case, subject, evidence, field study
Verdicts in treats: “Two out of five treats.”
Close with “Field study continues.”
British spelling for Sir: behaviour, colour

Don’t

Not us

Exclamation marks, caps lock, hype words
Baby talk or cutesy spelling
Explaining the joke or narrating the video
Jokes about bodies, looks, age, origin, accents or politics
Real brand names or product plugs inside the story
Making Cap stupid. He is sincere, not silly.

Caption pattern: Line one: the quotable line or the emotional beat. Line two: “Subject type: The [Type]. [X] out of five treats.”
Example: It had my size. 💔
Subject type: The Recipient. Two out of five treats.
Example: He left it warm.
Subject type: The Keeper. Five out of five treats.
Motto: Observe · Document · Comprehend
Bio line: Sir keeps the notes. Cap keeps the faith.
Closing line: Field study continues.
Hashtags: #sirandcap #aicats #catsoftiktok #aicomedy (Instagram: #sirandcap only)

Visual identity

Colour, type, look

Field red#C4452A · Cap

Tweed green#4E6B3F · Sir

Paper#F7F2E8 · Ground

Ink#221E18 · Text

Night#070705 · Dark mode

Colour code is fixed: green always means Sir, red always means Cap. Never swap them.

Display · Big Shoulders Display, Black, uppercaseTwo cats. One believes.

Text · Inter, Regular and SemiboldA field study of your species, conducted without permission.

Labels · JetBrains Mono, Medium, uppercase, wide trackingCase 003 · Parcel lockers, night

Look: Photorealistic plush animation. Real cat proportions, detailed fur, large expressive eyes, small tailored clothing. Warm cinematic light, shallow depth of field, subtle film grain. Never cartoonish, never dark or desaturated.
Framing: Vertical 9:16, locked-off camera, the cats fill the frame. One warm light source against a cooler room is the signature contrast.
Scale: Cat-sized in a human-sized world. A parcel locker is a wall, a café table is a plateau.
Studio set: Warm wood-panelled room late at night, dark green velvet sofa, a large CRT monitor showing grainy black-and-white security footage.
Logo: Gold ring with both heads and Sir’s notebook. The ring version works as a profile picture without text; a plaque version with “SIR & CAP” is used for banners. Do not recolour, stretch or add effects.

Positioning

Why it is different

Category: Animated animal comedy for short-form video
Different because: Most animated pet channels have one cute character who experiences things. Sir & Cap are two, they speak, and they have opinions. The engine is a relationship, not a setting, so it works anywhere.
Audience: The sarcastic scroller who narrates strangers in their head and shares with “this is me”. Fans of animated animal channels who want a sharper tone. Comedy fans who value clear characters, continuity and running jokes.
Emotional promise: You will laugh at the Providers, then feel protective of Cap, then feel better when Sir does something kind and pretends he didn’t.
Collaborations: Only in-world and only with partners who can take being observed. The cats do not endorse, they observe. No drop-shipping, no crypto, no generic affiliate offers.

Assets

Right-click to save

All visuals are AI-generated and labelled as such. Please keep the AI label when republishing video, and do not alter the characters’ costumes or colours.