Your next winner won’t be a variant of your last one.
AI made creative production infinite. You can make a hundred versions of your best ad by lunch. That doesn’t help if your test budget can’t run them all, and most would teach you nothing new. So we spend it on genuinely new concepts, using AI to break down every ad in your account and your category to see what’s already worn out.
Two kinds of new ad, with two different jobs:
Variants: stretch a winner.
Same idea, new hook, color, voiceover or cutdown. Variants squeeze out incremental gains and extend a proven ad’s life once it starts to fatigue. They rarely tell you anything you didn’t already know.
Concepts: find the next winner.
A new reason to buy, a new angle on the problem, a new format or messenger. Most miss. The ones that hit reach buyers your current ads never touched.
We judge creative on the signal that predicts revenue.
Higher in the funnel, conversions are too sparse to call a test quickly. So we find the proxy metric that tracks with new customers for your business. If TikTok video completion rate predicts net new customers better than platform-reported conversions, completion rate is what we optimize toward.
We break every ad down.
AI tags each asset by hook, format, offer, angle, messenger and proof, in your account and across your category’s ads.
We brief what’s missing.
Strategists write new concepts against the angles and formats your category hasn’t already worn out.
We test to learn why.
Concepts get their own budget and run against the KPI that predicts your revenue, so every result explains why something won.
We make it however it wins.
A creator network, AI production, or our own designers, editors and animators, chosen per concept by what the idea needs.
Anyone can make the 96th version. We’re paid to find the first one.
Creative and media review results together.
Most brands brief creative once a quarter while the media team guesses what to test next. Our creative strategists and paid social team review results together, and what wins in-feed shapes the next brief. Concepts that prove themselves graduate to your brand campaigns, streaming TV spots and search assets with the data behind them.
