Hi Reader

I was walking through San Francisco’s Embarcadero BART station after work.

Music echoed through the tunnel - played on an iPhone.

There was a couple dancing on the train platform.

Beautiful. Fluid. Effortless.

​

The woman in the couple looked familiar.

Ah - I'd met her in my tango class - where I was a rookie.

She was an advanced dancer helping with our beginner class.

​

Then the woman looked up: and waved. She recognized me: “oh hey!"

The next moment, she asked: "Would you like to dance with me for the next song?”

​

Um WHAT?!!

​

I was a total beginner at the time. Awkward. Painfully shy.

considering quitting this whole dancing thing.

My brain screamed: “Uh, I just came from the office. There are strangers watching. This is weird.”

​

She killed me softly: “Come on, it’s just strangers watching.”

Something clicked.

Screw it.

I smiled back.

“Sure, let’s do it.”

We danced. Right there. In front of everyone.

I was awkward. My beginner-status didnt disappear.

BUT it felt SO freeing to not care - and STILL go for it.

​

It felt like breaking through a barrier I didn’t know I had.

And it reminded me of something I now say often..

​

Sometimes your breakthrough lives inside what feels awkward. Vulnerable. Risky.

Your team is probably sitting on concepts that feel too raw, too personal, too weird to run.

​

You know the ones:

“What if people judge us?”

“What if this looks unprofessional?”

​

But your audience?

They’re not looking to be impressed.

They’re looking to feel something.

​

Just like that dance moved everyone who stopped to watch (even when done by a beginner).

​

That’s the approach we take to ad creative.

We start by immersing ourselves in the world of your customers.

We ask: what would feel true to them: even if it feels a little risky to you?

Because time and again, we’ve seen:

We find deeply human ideas - amplified with AI. And we see that...

...they convert. And unleash scale, ROAS and performance.

If you spend $50k+ a month and you want to uncover the “risky” ideas your audience will actually love….

Reply with “DANCE” And I’ll show you how we test high-risk, high-reward creative that your users can’t stop watching.

Later,

Shamanth

​

​

​