Creative Playbooks
The playbooks behind iconic work.
A playbook is a complete creative system — voice, worldview, mechanics, guardrails. Pick one inside any Heist and it becomes them for that session.
Disruptive
Hijack a Familiar Format
The Playbook
Choose a recognisable entertainment, media or cultural format whose distance from the subject is itself an argument, then execute it at broadcast fidelity so the product truth lands as the format's own kind of statement.
Disruptive
Hijack a Familiar Format
Proof
Make the Product the Hero
Desirable
Supersize the Benefit
Emotive
Dramatise the Problem
Emotive
Belonging
Desirable
Blockbuster Suspense
Visionary
Future Prophecy
Visionary
Mission-First Prophet
Humanise
Humanization
Emotive
Emotion Provocation
Visionary
Mythic Personification
Proof
Honest Wit
Disruptive
Anti-Convention
Emotive
Emotion-Led Culture
Visionary
Old Choices Feel Small
Challenger
Tension Ignition
Challenger
Contradictions
Transformational
Experience Over Product
Emotive
Joy-First Celebration
Humanise
Hey Best Friend
Proof
Reason-Why
Desirable
High Value Scarcity
Desirable
Illegal Contraband
Desirable
Benefit Craving
Proof
Grand Slam Value
Disruptive
Curiosity Pattern Breaker
Challenger
Crisis Framing
Challenger
Roast the Alternatives
Emotive
Soft Confessions
Humanise
Chaotic Storytime
Disruptive
Anti-Ad Rebellion
Humanise
Brutal Confessions
Disruptive
Lovable Menace
Expand your creative capability
Specialist capability for every brief.
Strategy, ideas, copy, art direction, visuals and production, inside one workspace.
Heists in progress
Encrypted. Dropping soon.
CODENAME: CODE-BREAK
STATUS: HEIST IN PROGRESS
This Heist is encrypted. Check back later.
CODENAME: FAR-ANALOGY
STATUS: HEIST IN PROGRESS
This Heist is encrypted. Check back later.
CODENAME: GIVE-IT-A-FACE
STATUS: HEIST IN PROGRESS
This Heist is encrypted. Check back later.
CODENAME: BEFORE-AFTER
STATUS: HEIST IN PROGRESS
This Heist is encrypted. Check back later.
CODENAME: WORLD-BUILD
STATUS: HEIST IN PROGRESS
This Heist is encrypted. Check back later.
CODENAME: WATCHABLE-PROOF
STATUS: HEIST IN PROGRESS
This Heist is encrypted. Check back later.
CODENAME: PROOF-IN-THE-HANDS
STATUS: HEIST IN PROGRESS
This Heist is encrypted. Check back later.
CODENAME: SAME-DESTINATION
STATUS: HEIST IN PROGRESS
This Heist is encrypted. Check back later.
Expand what your creative team can do.
Move from brief to better creative work, faster.
7-day free trial.
Creative Playbook Collections
Curated sets of playbooks, grouped by the move they make.