AI HU Contact

department of 'but why though?'

CREATIVE
CONSULTANCY

Ideas, strategy, direction. The thinking before the spending.

humans with taste+AI with manners

We help you figure out what your ad should say. Then we make it for you.

01

Campaign ideas & concepts

The hook people repeat at dinner. Three routes per brief: safe, brave, and the one that gets us uninvited.

  • Campaign platforms and taglines
  • Film and content concepts, scripted
  • Launch ideas that survive a group chat

the same brief, three routes. tap one.

briefLaunch a new instant coffee to people who think instant coffee is a crime.

pick a route. we already know which one you'll pick.

02

Brand strategy & positioning

Who you are, who you're for, how you talk, and the one corner of the market nobody else is standing in. Strategy without a forty-slide deck nobody reads. Usually a page. Sometimes a napkin.

  • Positioning and brand platform
  • Tone of voice, with real examples
  • Naming, when the name is the problem

drag your brand to where it lives

Serious & premiumBanks. Watches. People who say "heritage" a lot.
Funny & premiumThe rarest corner, and the hardest to copy. Our favourite.
Serious & everydayDetergent. Insurance. Pleasant music over a sunrise.
Funny & everydaySnacks, apps, anything with a mascot. Loud, loved, easy to copy.
premiumeverydayseriousfunny

Drag the dot. We'll tell you the truth.

03

Creative direction

The hundred small decisions that make work look expensive. Including saying "no", nicely.

  • Art direction for shoots, films and content
  • Visual systems and brand worlds
  • Reviews, with honesty you can actually use

DIRECTION SHEET · examplev4, final, actually final

The feeling
Like the good part of a wedding. Warm, late, slightly too loud.
Light
One source. Low. Warm. If you can see two shadows, start again.
Palette
Three colours. A fourth needs a permission slip.
Casting
People who look like they have opinions about restaurants.
Never
Lens flares. Sunsets as a personality. Anyone laughing at salad.

approved, with notes. there are always notes.

how an engagement goes

  1. Day 1The workshopTwo hours, real questions, no slides. We leave knowing what you're actually trying to fix.
  2. Week 1The strategyOne page. Who you are, who it's for, what to say. Signed off before anything gets made.
  3. Week 2Three routesSafe, brave and uninvited. Scripts, boards, mock-ups. You pick, we push it further.
  4. Week 3+Make itWe produce it in our studio, or hand it to your team with a direction sheet and our number.

A shankh doesn't
blow itself.

Neither does a brand. Tell us what you're launching and we'll make enough noise that your competitors ask who did it.

Every brand that "just needs a reel" actually needs a reason. We find the reason. The reel is the easy part.

next departmentAI video studio
START A PROJECT