Precision
Social algorithms changed the rules. Generic, one‑size‑fits‑all creative doesn’t just underperform anymore — it disappears. So we stopped making ads and started building a system that makes them.
The idea
Precision is a modular, AI‑assisted creative and production approach that builds campaigns out of interchangeable parts — visuals, headlines, CTAs, offers — then assembles and targets them dynamically across every channel and audience.
The scale
A single shoot day for the latest iPhone generated 20+ personalized videos. That was the pilot. Our latest brief, shot over three days, will net more than 200 variations — each tailored to the specific person, platform, and moment it’s built to reach. Paid social, display, email, in‑app, organic. English and Spanish.
Why it matters
Precision‑produced campaigns outperform what came before them on every metric we track. For any brand trying to stay relevant in a fragmented, algorithm‑driven landscape, speaking directly to each audience with content built specifically for them isn’t a nice‑to‑have. It’s the new baseline.
What I did
Built the system with my team and sold it into a client organization that now produces social and broadcast video differently because of it. More personalization, same high‑end production, fewer dollars. Each brief teaches the next one.