hi Reader -

Many moons ago, I studied improv theater in New York City.

If you arent familiar with it, here’s how it works:

You walk onstage with four or five people.

The audience gives you one word.

And from that, your job is to build a full 10-minute theatrical production.

No script.

No props.

No plan.

In one of my first classes, I took the word “cabbage”…

“Hey, I’m a talking cabbage at a job interview.

“Hi hiring manager, you are a carrot talking to me.”

“Oh hey, there is ranch dressing in the break room.”

I thought it was funny.

The audience didn’t laugh.

My teammates looked confused.

And my teacher said:

She wasn’t wrong.

Then she said something that changed how I saw the whole thing:

…and…

Next time, I played it differently.

Same word: cabbage.

This time, it’s a kitchen.

A stubborn grandmother.

A distracted grandson playing.

A family recipe passed down—or lost.

We went one line at a time.

Listening to my partners. Building.

Adding gradually to what came before.

Not going crazy with improbable, impossible, unfunny premises.

And somehow…

it all made sense.

And it felt… MAGICAL…

to see a 10 minute play emerge from ONE word.

Not because it was wild.

But because it was grounded.

We built something that made sense within the truth of the world.

Sooo what does this all have to do with creative strategy?

I saw a post recently:

And look, I get the temptation.

But if you’ve ever run real spend through Meta, you know the reality:

19(heck, 20) of those formats will bomb.

You’ll burn time, money, and energy.

That’s cabbage-at-a-job-interview energy.

Most marketers try to reinvent the wheel.

New concept. New format.

New world.

Every time.

But the top 1%?

They don’t invent from scratch.

They build off what’s already working.

They start with one proven ad.

And they ask:

New hook.

New angle.

Different structure.

Same core concept.

And yes: they do chase net new concepts, the blue ocean stuff…

to pursue ideas that havent tested before, to try new things.

BUT not without nailing what is already working.

That’s why we built Brute Force AI.

It’s our internal tool to deconstruct what’s actually performing…

either in your own top ads,

or in the most common patterns we see in the Meta Ads Library.

No theories.

No wild guesses.

Just clear signals.

Real performance, reversed and rebuilt.

It’s improv for ads: we’ve trained the machine to ask:

And then keep building.

…which is how we get results like this…

If you are spending $50k a month, and want to start scaling effectively and profitably….

Hit reply with “IMPROV.”

We’ll show you how to unleash creative wins in a way that ‘bottles the magic’ of your current performers AND surfaces net new ideas.

Later,

Shamanth