A brief in. Concept directions out.
Tell it what you’re advertising and who to. It matches your brief against my reference library of 394 real campaigns and returns three or four creative directions to work from.
- 394 campaigns
- 17 persuasion mechanics
- 19 story frames
- 26 formats
Write a short brief.
Three short sections. The more specific you are about the product and who it’s for, the more specific the directions that come back.
Working on your brief…
This usually takes 20 to 40 seconds.
- MatchPicking the closest campaigns from the library
- CombineChoosing mechanics and frames for your audience
- WriteDrafting each direction
- CheckVerifying everything it cites
These are starting points.
A direction becomes a campaign when someone develops it, produces it and measures it properly.
How it gets to an idea.
Every ad uses a persuasion mechanic, a story frame and a format at once. The library tags real campaigns on all three, so a brief can be matched to combinations that have worked.
Match
Your brief is compared with the library, and the closest campaigns are picked by audience, objective and format, with a few outside picks for variety.
Combine
The model chooses mechanics and frames that suit your audience, and checks them against each format’s rules.
Write
Each direction gets an idea, a hook, sample lines and a visual note, with one deliberately less obvious option.
Check
Every technique and campaign it cites is verified against the library before you see it.
Fair things to ask.
What is it working from?
A reference library I maintain: 394 real campaigns, each tagged by the persuasion mechanic, story frame and format it uses, plus notes on when each technique works. The tool matches your brief to the closest campaigns and builds directions from the same combinations.
Are these finished ads?
No. They’re concept directions: an idea, a hook, a few sample lines and a note on what it looks like. They’re for briefing a creative team or testing your own thinking, and they need a person to develop them.
Why does it name other brands’ campaigns?
To show the principle working somewhere real. The tool borrows the principle only. It’s told never to reuse another brand’s line, character or look.
What does “proven” mean beside a campaign?
That there is public evidence it worked, such as an effectiveness award or a very long run. Campaigns without that label are in the library as good examples of a technique, with no claim about results.
What happens to my brief?
It’s sent to Anthropic’s Claude to generate the concepts and isn’t stored by this site. Leave out anything confidential.
Want the campaign, not just the concept?
I plan it, build the pages and creative, run the media and measure what it did. Tell me what you’re trying to sell.