Gradient to estimate impact

A gradient broadly groups how the ad should work. More complex ads can trigger a stronger “Aha moment” or the famous “click in the head.”

In the next step, these broad categories can be further broken down into specific effects (highlighting, emphasizing, opposing, etc.).

The tool is still in development but can already significantly simplify work by making visual communication tangible in a new, argumentative way.

The four example ads in detail

They are all mockup ads, for an fictitious furniture retailer.
All images are created with image-generation tools.

Presence

Show a typical product or service.

Connection

Connect a typical product with a seasonal theme.

Metaphor

Convey a deeper sense of your products or the experiences of your products, e.g. different views based on different target audiences.

Brainteaser

A riddle or puzzle, which the viewer has to figure out.
In this case, the answer is given with a hint.