How do you stop performance creative from eroding the brand?

Your brand guardrails go into the brief before anything is generated: mandatory visual elements, tone of voice, disallowed claims, format specs. Enforcement happens at the brief, not just in review, and a specialist catches anything that slips through. Volume and brand discipline coexist when the brief is tight.

What is the difference between this and using Midjourney or ChatGPT directly?

Brief structure and feedback loop. Unguided generation produces outputs that look creative but carry no performance hypothesis. We generate inside a structured brief that names the hook, the audience, the proof element and the success metric, so each variant is a testable unit. Performance data from each cycle on Meta and TikTok writes back into the brief for the next round, so the pattern library keeps paying off instead of starting from zero.

Is the creative produced entirely by AI, or are humans involved?

Both, depending on format. Statics and copy variants are largely AI-generated and specialist-reviewed. Video, UGC direction and hero brand content are made by human production teams working off the brief. AI handles volume and iteration; people handle craft and the judgement calls it cannot make.

How do you handle creative rights and IP for AI-generated assets?

Everything produced under your retainer is owned by your brand. AI-generated images use licensed models and ship as final assets with no restrictions on commercial use. We document how every asset was made, and source files and generation records hand over to you at the end of each quarter.

Enough creative, fast enough, to keep your paid accounts fed with winners.

We generate hooks, scripts and statics at the volume paid media needs, with a specialist reviewing and shipping every variant. Winning ideas feed straight back into the next brief, so each round builds on the last instead of resetting every month.

WHAT WE SHIP

Variant production, brief to test-ready

From your Creative Strategy brief we generate hook variants, headline permutations, format adaptations and copy-length tests, at least twelve per concept. Each one carries its hypothesis, so results stay easy to read on Meta and TikTok.

Hook testing, every week

We generate first-three-second variants, run them at low budget on Meta and TikTok, and score them on thumb-stop and view rate before committing to full production. Winners feed the pattern library and shape the next brief.

UGC scripts, brief to creator, fast

We write UGC scripts straight from the performance brief, with a named hook, call to action and duration set for the placement. Creator briefing no longer waits on manual copywriting.

Brand guardrails, locked in before anything ships

Colour, logo treatment, tone of voice and disallowed claims are locked before generation starts, not fixed in review. A specialist still catches the edge cases, so nothing drifts off-brand.

Every result feeds the next brief

Winning hooks, proof points and formats write straight back into the next brief, so the pattern library compounds and every round starts from signal, not a blank page.

Every asset shipped to platform spec, not resized after the fact

Aspect ratio, safe zones, caption placement and file specs are built into the brief per platform and per placement, Reels, Stories, TikTok For You, PMax asset groups, so nothing ships as a resized afterthought. Assets that fail spec get caught before they go live, not after they've already burned impressions in a cropped, unreadable format.

PERFORMANCE CREATIVE · IN PRODUCTION

Creative from signal and insight. Built to perform, in your brand's DNA.

Hooks, formats, and proof elements tested in market. A live sample of recent creative shipped through our brief intake and creative production workflows.

Ksubi

Brand reel

Belle Bloom

Camel coat

Connor

Scout bomber

Emma Lewisham

SPF · poolside

Belle Bloom

Plaid blazer

Connor

Stirling shacket

Ksubi

Skate denim

Emma Lewisham

Serum stack

Lioness

Jacket · 360°

Belle Bloom

Oversized coat

Connor

Nomad denim

Vine

Floral maxi

Ksubi

Brand reel

Belle Bloom

Camel coat

Connor

Scout bomber

Emma Lewisham

SPF · poolside

Belle Bloom

Plaid blazer

Connor

Stirling shacket

Ksubi

Skate denim

Emma Lewisham

Serum stack

Lioness

Jacket · 360°

Belle Bloom

Oversized coat

Connor

Nomad denim

Vine

Floral maxi

Emma Lewisham

Crème

Connor

Danny bomber

Ksubi

Street at dusk

Belle Bloom

Grey blazer

Connor

Berkshire coat

Emma Lewisham

Bathroom range

Connor

Tailored suit

Connor

Nomad denim · black

Menswear

Street style

Product

Turntable

Menswear

Leather composition

Emma Lewisham

Crème

Connor

Danny bomber

Ksubi

Street at dusk

Belle Bloom

Grey blazer

Connor

Berkshire coat

Emma Lewisham

Bathroom range

Connor

Tailored suit

Connor

Nomad denim · black

Menswear

Street style

Product

Turntable

Menswear

Leather composition

ACCOUNTABILITY

What changes when we run it.

800+

Creative variants tested per year

Across Meta, TikTok and PMax placements

Static variants shipped per month

Per retainer, brand-guardrail enforced

24h

Specialist review turnaround

Brief to ad-ready, daily cadence

VARIANTS / HOOKS / SCRIPTS / GUARDRAILS / SIGNALVARIANTS / HOOKS / SCRIPTS / GUARDRAILS / SIGNALVARIANTS / HOOKS / SCRIPTS / GUARDRAILS / SIGNALVARIANTS / HOOKS / SCRIPTS / GUARDRAILS / SIGNALVARIANTS / HOOKS / SCRIPTS / GUARDRAILS / SIGNALVARIANTS / HOOKS / SCRIPTS / GUARDRAILS / SIGNAL

PROOF

Brands that prove performance creative.

500%

Bed Threads

home

500% growth within the first year.

A homewares brand outgrowing its own stack. We rebuilt the storefront, scaled paid and lifecycle in lockstep, and ran peak periods across three markets without buckling.

View case study

Sustained paid acquisition lift

Ksubi

fashion

Scaling a global denim house through paid and creative

A heritage Australian denim and streetwear label expanding paid acquisition into the US, diversifying into short-form video commerce, and rebuilding the measurement layer underneath it all.

View case study

Acquisition held, creative scaled

Esmi Skin Minerals

beauty

Acquisition and creative rebuilt to keep pace with category growth

A skincare brand with strong category momentum needed acquisition and creative moving in lockstep with peak trading cycles. The work centred on prospecting efficiency and a sharper creative engine.

View case study

Multi-year peak-on-peak lift

Lioness

fashion

Trend-led fashion scaled through relentless creative cadence

A trend-led contemporary fashion label built on weekly range launches, relentless creative iteration, and a paid media operation tuned for both hype moments and steady acquisition.

View case study

OBJECTIONS

Common questions.

These are the questions clients ask before signing. Honest answers below.

KEEP EXPLORING · ELEPHANT ROOM PLAYBOOK

Every service. One playbook.

Three pillars. One operating model. Pick your next move.

TALK TO THE TEAM

Talk to a strategist, not a salesperson.

A response within one business day.

50+brands

$750M+GMV

10+years