A preview of what happens behind the scenes when we run performance optimisation on your upcoming campaign. Brandform creative sets the platform; AI adapts and extends it across every format, channel, and audience the media plan calls for. The examples on this page use a made-up sample brief - they are illustrative, not creative ideas for your own brand.
← Back to handbookThe approach, in one paragraph
Two-track creative model. Client is presented with creative templates in line with the approved creative platform (brand identity, palette, typography, hero key visual, master ad template, key messages, approved pillar copy). Brandform may adapt and extend that approved platform via AI for optimal reach and performance across formats, channels, and audience variants within the planned media. Client retains the right to flag any specific creative execution comprising AI-compiled content for removal if deemed not brand-aligned; Brandform will action removal within one business day of written escalation. Where Client requests Track 1 creative platform building (the brand-led foundation work) from Brandform, such work is out-of-scope under clause 3 and quoted separately as Additional Services under clause 5.
This wording also appears in clause 3 of your Master Services Agreement.
Track 1
The brand-led foundation. Built by the Brandform creative team and signed off by you before any media spend goes live.
Track 2
The performance layer. AI generates the variations the algorithms need to find the right buyer on the right channel.
To make this page tangible we have invented a sample property brief - "Salo Scarborough", proposition "Happiness Built In". It is a stand-in for any real project. Your own campaign would start with the equivalent inputs from Brandform's creative team, signed off by you before any media spend goes live.
Made-up project for illustration only. Replace each tile with the equivalent from your own brand and platform.
Proposition
Happiness Built In
Design-led apartments where small daily moments compound into a more fulfilling life. The single line every channel ladders back to.
Brand platform
Warm minimalism
Sand, terracotta, sage. Serif headlines. Generous white space. Lifestyle photography, not floorplans.
Hero asset
Master film + key visual
A 30-second brand film plus a hero key visual. Both produced by the Brandform creative team; both approved by you in writing before launch.
Key messages
Three pillars
Spaces that breathe. Light that follows you. A neighbourhood that walks. Each pillar is a permission slip for AI to write supporting copy on-brief.
Audience layers
Three lifestyle cuts
Downsizers, lifestyle upgraders, established buyers seeking calm. AI tunes the supporting copy by layer; the proposition does not change.
What stays fixed
Everything above
Brand marks, palette, typography, proposition, key visuals, and pillar messages do not move. AI works within them, never around them.
Nine AI capabilities we put to work on every Brandform Performance campaign. Several are Meta's own Advantage+ creative tools (the full menu is set out below); we pair them with our own constraint and prompt layer. Tap any card to see how the same input gets extended. The visuals here use the sample brief above - on your campaign these same techniques run against your own approved platform. None of them invent the brand; they extend a brand that has already been signed off.
Format adaptation
One approved key visual rendered into every canvas the media plan calls for - square, vertical, horizontal, and channel-specific aspect ratios in between.
Canvas expansion
Hero photography extended into the full canvas the placement requires, without re-shooting. Brand mood and lighting preserved; new pixels generated only at the edges.
Happiness, built in.
Spaces that breathe.
Light follows you.
A walkable life.
Headline variants
One proposition, many supporting headlines. Each one tuned to a pillar message and an audience layer, every variant ladders back to the line you approved.
Tonal variation
Warm dawn versus cool dusk. Same hero, different time of day, tested in parallel to learn which mood the buyer responds to. Designed to stay inside the approved palette; flag-and-remove applies where any output strays.
Channel-native composition
A Meta feed asset is not a YouTube pre-roll is not a Reel. The same brand recomposed for each placement's safe-area, motion behaviour, and dwell.
Register your interest.
Right-size to the coast.
Step up. Slow down.
A quieter way to live.
Audience-tuned body copy
Body copy and call-to-action language adapted per audience layer. A downsizer reads a different opening line to a first-home-upgrader, even though the platform is identical.
Motion from a still
Meta's Add animation lifts an approved still into a short video - a slow pan, zoom, or drift - so a static hero earns the dwell that Reels and Stories reward. The crop, framing, and brand mood hold; only movement is added.
Headline & CTA overlays
Meta can lift an approved headline onto the image and pair a key phrase with the call-to-action button. We supply the words and brand type; the platform places them. Anything that lands wrong is flag-and-remove.
Licensed soundtrack
For Reels and Stories, Meta can add a track - AI-generated or from its licensed library - so a silent placement still lands with sound on. We pick the mood that fits the brand; tracks that jar are flagged and pulled.
These techniques layer on top of, and extend, the AI creative tools that platforms like Meta now ship inside Ads Manager. Meta calls its set Advantage+ creative; the full menu of what it can apply, and which toggles we leave on, constrain, or switch off, is set out below. We pair platform-native AI with our own constraint and prompt layer so every output on your campaign stays inside the platform Brandform's creative team set up front - designed to stay within it; where any output strays, the flag-and-remove process in clause 3 of your MSA applies.
A live preview of the kind of variant spread that runs against a campaign at any one time. Try the controls - same approved platform, different format, channel, audience, and supporting copy. On your campaign, this same spread runs against your own creative platform, typically hundreds of permutations per live concept. The mocked-up sample brief is here so the interaction is concrete; the technique is what carries across.
Salo Scarborough
Happiness, built in.
Design-led apartments by the coast. Register now.
Register interestsaloscarborough.com.au · Coastal apartments
Happiness, Built In - Salo Scarborough
Design-led 2 and 3 bedroom apartments by the coast. Register your interest today.
The line is clean. You sign off your platform; AI works the permutations on top of it across your live campaign. The benefit is reach and performance the manual approach cannot match; the safeguard is the removal commitment below.
You approve, once, up front
One sign-off covers everything ladder-able back to it. Approved in writing before any spend goes live.
AI extends, in flight
We cannot pre-approve every permutation. A live campaign generates hundreds of variants across formats, channels, and audiences; sending each one for sign-off would defeat the speed and reach the model exists to deliver. Approval happens at the platform level instead, and you retain the right to flag and remove any specific execution that lands wrong.
If any specific AI-compiled execution feels off the platform, flag it. There is no debate, no defence of the variant; it comes down.
Step 1
You spot the variant
Anywhere - in feed, in a report, on a screenshot from a colleague.
Step 2
Flag it to your account contact
Slack, email, or in your weekly check-in. A link or screenshot is enough.
Step 3
We remove it
The specific execution comes out of rotation across every channel it is running on. No discussion needed.
Step 4
We learn from it
The pattern feeds back into the prompt and constraint set so the next batch does not repeat the issue.
A single named account contact, plus a dedicated channel. Both introduced at kick-off and listed in your handbook.
The dedicated Slack channel set up at engagement start is the fastest path. Email and your weekly check-in are valid fallbacks - whichever surface gets the flag in front of us first is the right one.