Advertising
Advertising built with creators: concepts, production and cleared usage across the channels a brand actually buys.
We don't just make ads with creators, we make ads that survive the paperwork
Advertising made with creators is becoming the default way brands reach attention, and the discipline is being rebuilt around a simple fact: the creative now does the targeting. Meta's Andromeda retrieval engine narrows a pool of tens of millions of ads to the few thousand it considers showing someone, in under 300 milliseconds, reading the visual, audio and copy signals in a piece of work to decide who should see it. TikTok's Smart+ does the equivalent on its side. This means an advertising idea has to be conceived as a signal, not just a message, and it has to be cleared for paid use before it ships. We build advertising with that in mind: concepts developed with the creator, produced to the specification each placement needs, and licensed for the exact media the brand intends to buy.
How we work
The channels a brand actually buys now run through creator-native ad formats. On Meta, that is Partnership Ads, which run under the creator's handle with the paid partnership label and draw on signals from both accounts. On TikTok, it is Spark Ads, authorized through the Branded Content Toggle that also renders the required disclosure. On YouTube it is the Creator Partnerships product, formerly BrandConnect, now rebuilt around Gemini-powered matching and sitting inside Google Ads. We treat these as one connected surface, with the authorization codes, whitelisting permissions and usage terms documented before a campaign launches, not negotiated after a post performs.
- Concept and casting are developed side by side.
- Media plan and usage terms are matched before the shoot.
- Talent, music and location clearances are documented.
- Extensions are renegotiated, never assumed.
Where this is going
The forward view is that AI will generate an increasing share of ad variation, and that the scarce input becomes a distinctive concept and cleared, authentic creator material. Meta and TikTok both penalize creative sameness, so volume without variety loses money. We concentrate on the parts that machines do not supply: the idea, the rights, the measurement and the record. Every asset carries its provenance and its usage window, so that when a brand amplifies a creator's work, it knows precisely what it licensed and for how long.
How we help
Concept and production
We start with the idea, not the platform. Creators are in the room from the first draft, so the work sounds like them and still says what the brand needs it to say.
Production is run on one schedule with one set of approvals, from script to final cut, and every asset is logged as it is made.
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Usage and clearance
Every piece of work carries the terms it was made under: where it can run, for how long and in which markets. Extensions and renewals are a conversation, not a surprise.
Music, locations, likeness and third-party material are cleared before delivery, and the record travels with the file.
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Measurement
We report what a campaign actually did, using measures we can explain and repeat, and we tell you when the honest answer is that it is too early to say.
Results feed the next brief, so each campaign starts from what the last one proved.
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Our thinking
