A library of ads and the kit behind them.

Both. We make the creative, which covers the ads, the variations and the kit they are built from. We can also run the campaigns, which covers the budgets, the audiences and the reporting. If your own team or an agency already buys your media, we hand the files to whoever runs the account.

Three things: the ads, their variations and the kit they come from. Superpower’s is the one to look at. Its ads take a lab result and make a story of it, each built on one question a person has about their health. Its kit holds result cards, biomarker chips, score rings and readouts of wearable and blood data, all drawn from Superpower’s own product UI, so the parts can be rearranged for a new angle.

The number is set in the scope, and it follows what you want to learn. Each angle gets the versions needed to test one clear difference, such as the opening, the proof or the format. We would sooner make a few versions that each test something than many that differ by accident. Because every ad comes from the kit, a later version reuses what is already made.

The ones your buyers use, settled before we start. Each platform has its own sizes and lengths, so the list of formats is part of the scope. Superpower’s ads are short-form pieces for paid social. Whether an angle runs as a still, as motion or as a short film depends on what it has to show.

Whoever buys your media runs the test, and we make the creative so the test can teach you something. Before anything is made we agree what each version is for: the customer question behind it, the one thing that changes and the outcome that counts. Reading the results sits with the people running the account.

It depends on the shape of the work. A defined creative project is quoted before we start. A monthly team, for creative that keeps going, costs from $10,000 to $30,000 a month. You can also begin with one week for $2,500, which we deduct from larger work that begins inside 60 days. What moves a quote is the number of angles, the formats and the size of the kit.

One week, if it is a first piece of work. Beyond that we fix a project’s dates with you before it begins. They depend on how many angles and formats are in scope, how big the kit is and how quickly claims get approved on your side. A monthly team works month to month.

A login to the product, your brand files and an account of what has been tried. With the product open we can build the kit from your own screens. The ads you have already run show us which angles are spent. Someone on your side should approve claims, because an ad makes a promise on the company’s behalf.

You do. The ads, the variations, the kit and the source files are yours, and your own designers or another agency can keep building from them. A kit is made so its parts outlast one campaign. Everything is handed over in your accounts, named so the next team can read it.

Yes. Refract is a Sydney studio that works between Sydney and New York. The project to look at is Superpower, which has raised a Series A. We built its creative system for paid social, and its case study shows the ads and the kit. We usually work with companies that have raised a seed or Series A round.