Creating ads

Creativesare planned in campaign setup or on the campaign. Setup proposes ready creatives from earlier flights for each persona and interest line, and generates only what is missing for that flight's objective and offer. Accepting the plan does not change which personas the campaign targets.

After an ad renders, Waverunner runs a Viewer check: it reviews the creative as that persona, using their Mindset (how they think and what they care about). You see a simple score and a first-person reaction on the ad; open the check for a score breakdown and suggested fixes when something needs a tweak. When an ad falls short, the platform can clean it up automatically within fair limits.

Static ads are generated from your business profile and each persona, then quality-checked automatically before they reach your gallery. Every ad is produced in the aspect ratios each platform needs (square and portrait for Meta feeds and reels, landscape for display), so one creative covers every placement.

Two video formats are generated per persona:

• TV spot: a broadcast-ready H.264 commercial that runs on streaming TV inventory.
• Vertical short-form: a 9:16 social video built for feeds and reels.

Every generation run can be steered, or left on autopilot. The "Generate ads" dialog takes:

• Creative brief: free-text instructions for the ad writer and art director ("Emphasize same-day service. Playful tone. Real people, not stock-photo vibes."). The brief applies to every ad in the run.
• Story structure, visual style, and angle: pin any of these and every ad in the run uses it. Left on Auto, each run deliberately spreads across different structures, styles, and angles and learns from delivery which ones work for each persona, favoring winners in later runs.

On any ad, generate variations spawns siblings that change exactly one thing (a new visual style, a new angle, or a new hook), which is the fastest way to iterate on something that is already working. Each ad also shows why it looks the way it does: the structure, style, and angle it was built from, plus the Viewer check when one exists.

Every creative has a chat editor. Tell it what to change in plain language. Before launch, the creative updates directly. On a live campaign, unlock Autopilot, give a reason, and a refresh creates a new serving version (the previous one stays in history):

• "Make the headline about free shipping."
• "Use a photo with people in it."
• "Try a more premium, minimal style."

Edits regenerate the affected variants; Autopilot also creates challengers when ads fatigue and pauses underperformers. Choosing Don't serve records a reason and stops live campaigns from serving that ad (allowing it again does not auto-resume). Old ads are never deleted after they have served.

Every generated ad is priced per unit: image ads $0.38, social video $6, TV spots $12, video edits $1.50, and paid first from your creation credit, then your wallet. New accounts start with $50of credit (enough for a Launch pack of one persona's images, social video, and TV spot), and running campaigns earns 10% of every campaign day back as credit, so active advertisers create at little or no extra cost. You always see the exact price before a batch starts, copy edits are free, and failed renders refund their units automatically.

For product catalogs, Catalog Video generates per-SKU videos from one approved look (separate from persona Launch packs). It is available in early access and metered with its own unit prices and fair-use caps.

Per-organization daily caps apply in every billing mode:

• 20 generation runs per day.
• 100 chat messages per day across assistants and editors.
• 2000 Catalog Video units per day (with Catalog Video early access).

Caps reset daily.

Ads ready? Launch a campaign. Selling products? Catalog Video.