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.
Desirable
Supersize the Benefit
The Playbook
Isolate the single benefit the product is genuinely bought for, then build the whole piece at ten times its true scale — in size, duration, quantity, consequence or devotion — until one plain claim becomes an image the audience can redraw from memory.
Desirable
Supersize the Benefit
Disruptive
Hijack a Familiar Format
Emotive
Dramatise the Problem
Proof
Make the Product the Hero
Emotive
Belonging
Desirable
Blockbuster Suspense
Visionary
Future Prophecy
Visionary
Mission-First Prophet
Humanize
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
Humanize
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
Humanize
Chaotic Storytime
Disruptive
Anti-Ad Rebellion
Humanize
Brutal Confessions
Disruptive
Lovable Menace
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Heists in progress
Encrypted. Dropping soon.
CODENAME: WATCHABLE-PROOF
STATUS: HEIST IN PROGRESS
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CODENAME: GIVE-IT-A-FACE
STATUS: HEIST IN PROGRESS
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CODENAME: WORLD-BUILD
STATUS: HEIST IN PROGRESS
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CODENAME: CODE-BREAK
STATUS: HEIST IN PROGRESS
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CODENAME: FAR-ANALOGY
STATUS: HEIST IN PROGRESS
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CODENAME: BEFORE-AFTER
STATUS: HEIST IN PROGRESS
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CODENAME: PROOF-IN-THE-HANDS
STATUS: HEIST IN PROGRESS
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CODENAME: SAME-DESTINATION
STATUS: HEIST IN PROGRESS
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Creative Playbook Collections
Curated sets of playbooks, grouped by the move they make.
