Dew Theory: 400 ad variants a month, one editor’s eye

The challenge

Dew Theory was launching in six markets with a two-person brand team. Paid social demanded hundreds of variants a month; the founders refused to let the brand sound like everyone else.

What we did

1. 01

   Our writers built a voice system: twelve rules, forty example lines, a list of words the brand never uses.

2. 02

   Generative tools produced variants within those rules, in six languages, for every placement.

3. 03

   An editor approved or rejected every asset. Rejections fed back into the rules each week.