Creatives that treat advertising like a science.
Performance creative is a system, not a brief.
Creative briefs were built for a world where a single hero ad ran for a quarter. That world is gone. The algorithm reprices attention every day, and the only way to keep up is to ship, measure, and compound.
We’re producers, editors, strategists, and software builders working as one forward-deployed creative team. We built the creative intelligence system we wished existed when we were running paid, and now we deploy it inside our clients’ orgs.
You don’t control who sees your ads anymore.
Advantage+, Performance Max, and Smart+ now decide delivery. The targeting levers you used to own are inside a black box. The creative itself is the only variable left to move.
Brands who win aren’t spending more. They’re learning faster, building a compounding creative intelligence layer that gets smarter with every test. The gap isn’t budget or production volume. It’s structured knowledge.
creative variations top apps ship every month
Source · Appsflyer
hit rate on shipped ads. The rest is wasted spend.
Source · NewForm Data
lower CPA when brands test diverse formats
Source · Meta
Content is the targeting.
The old moat was audience data. Privacy changes and platform ML collapsed that moat into the platforms themselves. The algorithm decides delivery now. Creative became the last variable under your control. Which means you need creative intelligence.
moat = audience data
moat = creative intelligence
If creative is the targeting variable, the company that builds the best creative intelligence layer wins. That is what NewForm is: the Creative Intelligence Co.
Meet the cofounders.
22 y/o, Stanford math major. Published an advanced calculus textbook at 16. Former consumer operator and content creator with 100M+ impressions.
Ran and sold a coral farm in college, traded spot-market electricity, and oversaw over $250M of tech financings in his last role.
Former VC-backed founder and CTO of multiple AI companies. Started building AI products back in 2019.