solutions/ad variants
One brief. Hundreds of on-brand ads.
We take one campaign brief and turn it into hundreds of versions of the ad. Your brand rules are applied before anything is made.
1 brief × 10 markets × 5 audiences × 4 messages × 3 formats = 600 variants
The problem
Why does an ad stop working after three weeks?
Ads wear out. One that performs in its first week has usually faded by the third. The people running the channel then ask for fresh versions, and they ask faster than a team can make them by hand. The ad platforms also favour advertisers that give them many versions to test.
Asking for versions one at a time never closes that gap. A variant programme starts with a grid instead. List the markets, the audiences, the messages and the formats you want to cover. Multiply them out and you have the full set. Then produce the set in one run.
The split
What stays fixed and what changes?
Every Creative Workflow sorts the parts of an ad into three groups. The brand team agrees the split before the first ad is made. That agreement is what lets hundreds of ads go out without hundreds of reviews.
Locked
Never changes
- Logo
- Product, exactly as photographed
- Legal wording and disclaimers
- Brand fonts and colours
Controlled
Chosen from an approved list
- Headline and message
- Closing line and offer
- Presenter
- Setting
Generative
Made by the model
- Scene
- Framing
- Movement
Locked parts are placed from your files. They are never generated. Controlled parts are chosen from lists your brand has approved. Generative parts are where the AI models do their work, inside the limits the first two groups set.
Templates vs variants
Why do template tools fall short?
The first wave of tools solved volume with templates. They kept one layout and swapped the product photo and the headline. The result is a hundred copies of the same ad, and audiences tune them out almost as quickly as one. A real variant changes what happens on screen while keeping the brand exactly the same.
| Template swaps | Generated variants | |
|---|---|---|
| What changes | Headline, product photo, background colour | Scene, framing, presenter, format, message |
| What stays the same | The layout | The brand: logo, product, claims, fonts |
| How it looks to the viewer | The same ad again | A new ad |
| Review effort | Low, because nothing important changed | Low, because the rules were applied before the ad was made |
How it works
How does a run work?
One clear brief.
The campaign goal, the facts about the product, the approved claims, the brand rules and the grid you want to cover.
Generation across the grid.
The workflow sends each cell of the grid to the AI model best suited to it and produces the whole set. The product stays exact in every one.
Checks on every ad.
Brand, product, claims and channel requirements are checked automatically. Then a person judges which ads are good.
Ship, measure, make more.
The directions that perform become the seed for the next batch. Tired directions are retired.
The hard part is choosing and coordinating the models and enforcing the rules. Generating pictures is the cheap step. The work is producing five hundred ads a brand team will approve. The logo, the product and the claims have to be exactly right in every one.
What does your team do? Your strategists design the grid. Your creatives set the visual directions and judge the results. Your channel managers decide which ads get budget. The part that disappears is the hand production of the forty versions between the first and the last.
Inchcape was spending more than eight hours on each new version of a Maxus ad. Now the content studio uploads one photo of the car. The Instant Studio workflow sends back localised video versions in minutes, with the language, the location and the background changed for each market.
Read the casePlaybook
50 ad variants from one brief: how brands produce creative at scale.
Let's get started
Bring one campaign.
We produce the first grid.
We scope a fixed-price pilot, put your brand rules into a Creative Workflow and produce the first grid of ads against them.