Creative Intelligence Model

Decoder^1.0

Turn any paid ad into a system you can run.

Decoder — the first Creative Intelligence Model from Heista

See the formula inside
every paid ad.

Decoder extracts the invisible structure behind any paid ad and turns it into a creative system you can rebuild for your brand.

The hook type. The beat sequence.
The psychology. The visual playbook.
Every structural decision inside the ad.

This ad scaled for 87 days.

Now you can see why.

Live interactive formula decode

6 beats. 23 seconds. Curiosity Spike hook.
Loss Aversion psychology.

The difference

Structure, not surface.

Every tool in 2026 works at the surface. Ad libraries save screenshots. Analytics measure performance. AI platforms describe what they see. No tool, no model, no platform extracts the structural formula underneath a paid ad. Decoder is the first that does.

Swipe file

IMG

Save this testimonial ad

IMG

Good hook, UGC style

IMG

Nice product reveal

Surface-level. No structure. Cannot be rebuilt.

Decoder

0:00

Authority Hookcontrarian claim

0:03

Contextcredibility through specificity

0:08

Discovery Momentproduct as resolution

0:22

Identity Hookviewer self-alignment

Structural. Timed. Rebuildable.

That is the difference between saving an ad and owning the system behind it.

What becomes possible

Every ad you see becomes
a system you can run.

Scaling Ad

Decoder

Ad Formula

Ad Creation

01

Steal the system, not the surface

That ad running for 90 days has a formula underneath it. Decoder shows you the formula so you can rebuild it for your brand.

02

Find what wins in your category

Decode 20 ads in your vertical. See which hooks, formats, and psychology keep showing up. Run the structures that scale.

03

Brief with the formula

Hand your team the decoded system. Beat structure, psychology map, visual playbook. The brief writes itself.

04

See what watching misses

5 structural beats. 12 cuts. 4 active persuasion mechanics. In 30 seconds. You will never catch that by watching.

05

Decode first, then generate

Before the next script, brief, or AI video. Decode what already worked. Build from the system, not from scratch.

06

Feed any generation pipeline

Decoded formula into script. Script into Arcads, Kling, or any AI video tool. Generation from structure, not a blank prompt.

The PatternMap

Every ad has a structure. Decoder finds the beat sequence, names each section, and shows you why they appear in that order.

Story Start

Relatability Setup

Inefficiency Pain

Feature Cascade

Before/After Proof

Cost/Benefit Shift

Redirect

0:00

0:04

0:12

0:18

0:30

0:37

0:44

0:47

0:00

Story Start

0:04

Relatability Setup

0:12

Inefficiency Pain

0:18

Feature Cascade

0:30

Before/After Proof

0:37

Cost/Benefit Shift

0:44

Redirect

The hook that stops the scroll

Decoder identifies the hook type, how long it holds, and how it operates. Named from a fixed taxonomy, not guessed.

Story Start

Hook type — named, not guessed

3.2s

Hold duration

Decision point

Opens an information gap the viewer needs resolved. Attention held by withholding, not shouting.

The visual playbook

Every cut classified. Framing, camera, movement, lighting, energy. The production guide you hand to a creator and say: shoot it like this.

0.0s

close-up product

0.0s – 0.8s

0.8s

talking head

0.8s – 1.3s

1.3s

close-up product

1.3s – 1.9s

1.9s

talking head

1.9s – 2.4s

2.4s

close-up hands

2.4s – 3.4s

3.4s

talking head

3.4s – 3.9s

3.9s

close-up hands

3.9s – 5.1s

5.1s

talking head

5.1s – 6.0s

6.0s

close-up hands

6.0s – 7.4s

7.4s

talking head

7.4s – 8.0s

8.0s

close-up hands

8.0s – 8.6s

8.6s

product in hand

8.6s – 9.9s

9.9s

talking head

9.9s – 10.5s

10.5s

close-up face

10.5s – 11.8s

11.8s

talking head

11.8s – 12.6s

12.6s

b-roll lifestyle

12.6s – 13.5s

13.5s

talking head

13.5s – 14.2s

14.2s

b-roll lifestyle

14.2s – 15.0s

15.0s

talking head

15.0s – 15.6s

15.6s

close-up hands

15.6s – 17.5s

17.5s

talking head

17.5s – 19.0s

19.0s

close-up face

19.0s – 20.7s

20.7s

talking head

20.7s – 21.6s

21.6s

close-up detail

21.6s – 23.3s

23.3s

talking head

23.3s – 23.8s

23.8s

close-up detail

23.8s – 24.6s

24.6s

talking head

24.6s – 25.5s

25.5s

close-up hands

25.5s – 26.3s

26.3s

talking head

26.3s – 27.2s

27.2s

product in hand

27.2s – 28.5s

28.5s

talking head

28.5s – 29.0s

29.0s

product in environment

29.0s – 29.9s

29.9s

talking head

29.9s – 30.5s

30.5s

b-roll lifestyle

30.5s – 31.4s

31.4s

talking head

31.4s – 32.1s

32.1s

unboxing

32.1s – 33.1s

33.1s

talking head

33.1s – 33.7s

33.7s

close-up product

33.7s – 35.8s

35.8s

talking head

35.8s – 37.0s

37.0s

product in hand

37.0s – 39.0s

39.0s

talking head

39.0s – 40.0s

40.0s

b-roll lifestyle

40.0s – 42.0s

42.0s

talking head

42.0s – 43.1s

43.1s

b-roll lifestyle

43.1s – 43.8s

43.8s

talking head

43.8s – 46.0s

46.0s

product in hand

46.0s – 47.9s

BeatFramingCameraCutsPacing

Curiosity Spike

Close-up / THHandheld7Fast

Curiosity Spike

Close-up / THHandheld7 cutsFast

Problem Frame

TH / Close-upMixed8Fast

Problem Frame

TH / Close-upMixed8 cutsFast

Pain Amplifier

B-Roll / THLocked6Medium

Pain Amplifier

B-Roll / THLocked6 cutsMedium

Discovery Moment

Close-up / THHandheld13Rapid

Discovery Moment

Close-up / THHandheld13 cutsRapid

Social Proof

TH / UnboxingMixed6Medium

Social Proof

TH / UnboxingMixed6 cutsMedium

Reframe

TH / B-RollLocked5Medium

Reframe

TH / B-RollLocked5 cutsMedium

Urgency CTA

Product in HandHandheld1Hold

Urgency CTA

Product in HandHandheld1 cutsHold

Every ad has three coordinates.

Format. Angle. Psychology. The three dimensions that define why an ad works. Decoder extracts all three and turns them into a formula you can run with your brand, your product, your voice.

The psychology driving conversion

Which persuasion principles fire in each beat. Where loss aversion kicks in. Where social proof stacks. Named, timed, mapped to the structure.

Problem Frame

Loss AversionStatus Quo Bias

Frames inaction as losing

Pain Amplifier

Sunk CostSocial Comparison

Escalates cost of staying

Social Proof Stack

BandwagonAuthority Bias

Reduces risk of switching

Model specification

Decoder 1.0

Creative intelligence model. Trained on structured ad data.

1,868+

Paid ads decoded

structured dataset

1,350

Parameters per decode

output

Schema

Validated before it ships

quality gate

<60s

Decode time

any ad up to 120s

Hook classificationThe exact mechanism. Curiosity Spike, Benefit Drop, Identity Call, Pattern Interrupt. Named from a fixed taxonomy.

Beat sequence5-9 structural beats per ad. Each timed, classified by subtype, tagged with behavioral principles.

Linguistic DNAPer-beat sentence structure as reusable shells. Grammatical shape, word slots, cadence, POV.

Psychology mapWhich psychological mission drives the ad. Which cognitive biases fire. Which beats trigger them. Mapped to timestamps.

Platform behavior68 platform-native modes across TikTok, Reels, Shorts, and Facebook. How the algorithm reads the creative.

Formula fingerprintCreative format + marketing angle + psychology mission. The DNA of the ad in three coordinates.

Visual playbookEvery cut classified. Framing, camera, movement, lighting, energy, transitions. Director-level production intelligence.

Structural similarityWhere this ad sits relative to every other decoded ad. Which formulas cluster. Which patterns scale.

Executable frameworkA compiled creative system. Run it with your brand, your voice. The framework IS the prompt.

Compounding intelligence

Schema validation

Every decode is checked against a strict output schema — required fields present, every classification drawn from a fixed enum, beat timings in order. Output that does not pass does not ship.

Formula clustering

Decoder identifies which ads share the same formula. You see what patterns cluster together, which structures repeat across winners, and where the gaps are.

Vertical depth

More ads decoded in your category means better pattern detection, more accurate hook type classification, and stronger recommendations for what to build next.

Decoder

A new kind of
ad intelligence.

Ad Analytics

Decoder

Ad Creation

Ad Analytics

You know which ads are running. In your own account you know the spend, the impressions, the days active. You can see which ones did the work. But you cannot see how they were built.

Decoder

The layer in between. Decode how it is built. Extract the formula. Then generate scripts, hooks, and concepts from the decoded structure.

Ad Creation

Scripts, hooks, briefs, and ad concepts built on a decoded structure. Not from a blank prompt. From a formula a real paid ad already ran.

The Ad Decoder

Every winning ad has a formula.

See the whole engine: how a decode is built, what comes back, and what you can do with it.

Explore the Ad Decoder