Stop guessing
what to film.
Somewhere in your category, a video format is quietly printing money right now. We find it, break down exactly why it works, and write the shot-by-shot brief. Then a few hundred everyday creators reproduce it — with your product in it.
Format analysis engine · reproduction briefs · creators at volume
The gap nobody fills
Format tools tell you what’s working but can’t make anything. Creator marketplaces can make anything but don’t know what’s working.
We do both halves.
Format in,
volume out
Detect
We watch your category and flag formats gaining traction before they saturate.
Analyse
Hook, pacing, framing, on-screen text, payoff beat — broken down into why it holds attention.
Brief
Turned into a shot-by-shot script a first-time creator can actually follow.
Make
Matched creators film it. One format across 80 people is 80 legitimately different ads.
Measure
Verified performance feeds back into detection, tuned to your product rather than the category average.
Why reproduction
beats originality
Formats travel, ideas don’t
A structure that works for a water bottle usually works for a serum. The format is the transferable asset — the product is a variable you swap in.
Timing is the whole edge
A format has a window. Get in early and you ride it; get in late and you’re the fortieth brand doing the joke.
Variance needs bodies
One format shot by 80 different people gives you a creative testing pool no agency can produce at the same cost.
What lands
in your inbox
The format teardown
Reference examples, the structural pattern, why it holds attention, and how saturated it currently is in your category.
The reproduction brief
Shot list, hook line options, timing marks, on-screen text, and the one beat that must not be cut. Written for someone who has never filmed an ad.
The finished volume
The same format across as many creators as you want — different faces, rooms, ages, body types. Filmed on their own phones.
Reproducing a format
is not copying a video
Format reproduction sits in a genuinely grey area, and we’d rather set the boundary out loud than find it in a takedown notice. What we will and won’t do:
- Yes: reproduce structure, pacing, hook pattern and shot sequence — the mechanics that make a format work.
- No: reuse another creator’s footage, voice, likeness, or scripted lines verbatim.
- No: imitate an identifiable individual, or generate synthetic media resembling a real person without consent.
- Always: licensed audio only, and AI-generated assets labelled at platform and caption level.
Not legal advice — IP and platform rules vary by market, so run your programme past counsel. But you won’t get a surprise from us about what was reproduced and how.
Format questions
Trend reports tell you a sound is popular. This identifies the structural reason a specific video held attention past three seconds, writes the brief that reproduces it, then puts it in front of creators who will shoot it this week. The difference is that something gets made at the end.
Yes — teardowns and briefs are available standalone if you have your own creator supply or an in-house team. Most brands start there and add production once they see the briefs are genuinely shootable.
Varies by category, but assume weeks not months. That’s the argument for volume: putting a format in front of 100 creators in days rather than one creator in three weeks means you’re inside the window instead of chasing it.
We reproduce structure, pacing, hook pattern and shot sequence — the mechanics that make a format work. We don’t reuse another creator’s footage, voice, likeness or scripted lines verbatim, and we don’t imitate an identifiable individual. Licensed audio only. IP and platform rules vary by market, so run any programme past your counsel.
Show us your
category.
Tell us the product and we'll come to the call with formats currently working in it — and what they'd cost to reproduce at volume.