CREATIVE AVATAR / 01
THE INTERROGATOR
Trusts no brief.
Finds contradictions, missing truths and suspiciously convenient assumptions before anyone starts making ads.
A CREATIVE COMPANY BUILT DIFFERENTLY
THE ENTIRE
AGENCY.
WITHOUT THE
ENTIRE AGENCY.
A creative department made from specialist AI Creative Avatars, proprietary creative systems and one very human CCO.
Strategy. Ideas. Interrogation. Creative disagreement. Memory. Rework. Judgement. All the useful bits of an agency, with considerably less agency around them.
Our creatives don’t sleep. Ever. This is fine. They’re software.
STRATEGIST
MOMENT MAPPER™
DEVIL'S ADVOCATE
MEDIOCRITY ALARM™
INTERROGATOR
CREATIVE DIRECTOR
THE ECD
CREATIVE MEMORY™
HUMAN CCOTHE BUCK STOPS HERE
NO LONG LUNCHES.
NO TIMESHEETS.
NO “CIRCLE BACK”.
NO 14-PERSON STATUS CALL.
01 / THE DEPARTMENT
THERE ARE
A LOT OF
PEOPLE NOT
WORKING HERE.
One AI doing every job is not an agency. It’s an intern with too much responsibility. So we built departments.
Each Creative Avatar has one job, one point of view and permission to disagree. Strategy, creative development, criticism, memory and judgement are deliberately separated so the work gets challenged instead of merely generated.
CREATIVE AVATAR / 02
THE STRATEGIST
Has follow-up questions.
Turns the brief into a proposition the creative department can actually do something with, without inventing evidence.
CREATIVE AVATAR / 03
MOMENT MAPPER™
Gets out more than the others.
Finds the moments, behaviours and contexts everyone else walked past.
CREATIVE AVATAR / 04
THE KILL ROOM™
Not sentimental.
Kills propositions that are generic, unearned or available to every competitor with the same PowerPoint template.
CREATIVE AVATAR / 05
CREATIVE DIRECTOR
Likes ideas. Hates explanations.
Turns strategic permission into creative territories with an actual idea inside them.
CREATIVE AVATAR / 06
DEVIL'S ADVOCATE
Professionally difficult.
Attacks promising ideas before your client, competitors, customers or an awards jury get the opportunity.
CREATIVE AVATAR / 07
MEDIOCRITY ALARM™
Beep. Beep. Beep.
Detects work that is perfectly competent and therefore extremely dangerous.
CREATIVE AVATAR / 08
THE ECD
Hard to impress. Correctly.
Forces convergence. Develop, rework, kill or send the work to Human CCO judgement.
CREATIVE AVATAR / 09
CREATIVE MEMORY™
Has receipts.
Keeps the learning, failures, decisions and scar tissue from previous rounds so the department gets smarter.
02 / THE AGENCY, MINUS THE AGENCY
WE FIRED
THE OVERHEAD.
KEPT THE
STANDARD.
The point isn’t to make creativity cheaper by making it worse. It’s to remove the organisational weight around the thinking.
THINGS WE DON’T HAVE
- Long lunches.
- Timesheets.
- Ping-pong tables.
- Internal reviews of the internal review.
- “Can we circle back?”
- A mysterious layer between you and the people doing the work.
- Creative teams mysteriously unavailable until Friday.
THINGS WE DO HAVE
- Strategy.
- Ideas.
- Creative disagreement.
- Memory.
- Standards.
- A Devil’s Advocate.
- A Human CCO.
24/7
OUR CREATIVE DEPARTMENT DOESN’T GO HOME.
Not because of toxic agency culture. Because it isn’t actually in an office.
03 / HOW IT WORKS
YOUR BRIEF
GOES THROUGH
A LOT.
Interrogated. Strategised. Mapped. Created. Attacked. Judged. Reworked. Judged again.
You only see what survives.
01BRIEFTruth in.
→
02DEPARTMENTSpecialists work the problem.
→
03HUMAN CCOOne route earns the right to continue.
→
04DEVELOPMENTThe chosen DNA gets pushed, not quietly replaced.
→
05SHIPHuman judgement before anything leaves.
UNDER THE BONNET
THIS ISN’T
A PROMPT
WITH A LOGO
ON IT.
Most AI creative tools are designed to produce something. Ours is designed to decide whether that something is any good.
MOMENT MAPPING™
Looks for human, cultural and behavioural openings worth creating around.
THE KILL ROOM™
Removes weak strategic permissions before they become expensive creative work.
DEVIL’S ADVOCATE
Tries to destroy the best ideas before the outside world can.
MEDIOCRITY ALARM™
Separates competent advertising from ideas worth remembering.
CREATIVE MEMORY™
Rejected work becomes scar tissue, not a forgotten prompt.
HUMAN CCO GATES
The machine can recommend. A human controls the creative lineage.
HUMAN. APPARENTLY.
THE BUCK STOPS HERE
04 / THE HUMAN
MACHINES CAN
GENERATE.
SOMEONE STILL
HAS TO JUDGE.
The CCO is not there to put a human-shaped sticker on AI output. The CCO controls what the agency believes is worth making.
When an idea is chosen, the machine develops that idea rather than quietly replacing it. When strategy needs to move, the CCO approves the move. When the work gets stuck, judgement returns to a human instead of pretending another hundred generations equals progress.
Machine speed. Human judgement.
NO “SENIOR TEAM WILL BE INVOLVED”.
NO 47-SLIDE DECK FOR A 6-WORD IDEA.
NO HOLDING COMPANY.
THE SENIOR TEAM IS INVOLVED.
05 / BUY THE AMOUNT OF AGENCY YOU NEED
ONE ANSWER.
ONE CAMPAIGN.
THE WHOLE
DEPARTMENT.
Agency thinking, productised. Start with the problem you have, not the organisational chart you don’t need.
01LIVE
ONE AD™
Find the one thing worth saying.
One selling problem interrogated until one strong advertising answer survives.
EXPLORE ONE AD →02VIRTUAL
ONE CAMPAIGN™
Find the idea big enough to travel.
One organising campaign idea built to behave across channels without becoming matching luggage.
EXPLORE CAMPAIGN →03VIRTUAL
ONE BRAND™
Find the thing worth building everything around.
A strategic organising idea for communication, behaviour, product and culture.
EXPLORE BRAND →04HUMAN DIRECTED
ONE CAMPAIGN:
DIRECTED™
The machine works. A CCO decides.
The campaign engine with senior human creative direction before anything leaves the building.
EXPLORE DIRECTED →05HUMAN DIRECTED
ONE BRAND:
DIRECTED™
Build the brand with a human hand on the wheel.
Proprietary brand thinking plus senior human challenge, development and judgement.
EXPLORE DIRECTED →06ONGOING
THE VIRTUAL
AGENCY™
An always-on creative department with a memory.
Your creative department without having to build one.
MEET YOUR AGENCY →THE VIRTUAL AGENCY™
THE WORK
OF AN AGENCY.
WITHOUT
THE THEATRE.
No long lunch required.