easy trick to make a metric f**k ton of winning AI video ads

In this video, I want to talk about one very, very simple video concept that can help you make and generate a metric fuck ton of cash using video ads. And really, the whole purpose of this is it's going to help you come up with unlimited video ad ideas, like actually unlimited, and it's going to make you better and way sharper at looking at what's working inside of an account, whether it's your account or a client's account, identifying the patterns and gaps And then being able to execute across the board. This is the same kind of stuff that we teach inside of our mentorship, inside of our Creative Cartel, inside of Genesis, all those kinds of things. If you don't know who I am, I'll link this somewhere, but my name is Luke Iha. My business partner and I have generated over $100 million each with our copy. We run a community. I think we're at 412 creative strategists, marketers, and brand owners inside of Genesis. We also have something called the Creative Cartel where we work with a lot of brands or creative strategist in brands such as this. And this is a wall of some of our recent wins. I'm at $17K, number one biz investment. Anyways, I'll link this below so you guys can see this and check us out, check out our pedigree. But everything I'm gonna teach you is the same type of stuff that I teach inside of our mentorship, inside of Genesis, inside the Creative Cartel. It's the same stuff that I see working all the time, and I guarantee that nobody else is talking about what it is that I'm gonna share. Okay. Now, inside of our community, we break down every ad into 2 simple things: messaging times creative. And I'm gonna start here because I think basically creative strategy is insanely simple. Creative strategy is looking at what's working within your account and looking at what's working in competitor accounts and what's working in the market and then doing more of that. That's basically it, okay? So you're really looking at patterns that you're seeing. So a pattern is just, here's an element inside of an ad that I think is significant, right? Not just because it has periods, but because something in here seems to be moving me. I feel it moved me, therefore it must be moving other people. That's a pattern. I see a lot of these types of patterns. I'm going to do more of that pattern, okay? The other thing you're looking for are gaps, meaning I've seen other brands, or, or I can think about this segment or this persona and I see a gap, so I want to fill in that gap. So all you're doing is you're looking for patterns and gaps, and then you're creating new ads based on that, or variations or iterations based on that. Now, the degree to which you're able to identify gaps and patterns is going to be limited by how clear your thinking is. Okay, so it's almost like it's also going to be limited by how granular your thinking is. So it's almost like, uh, imagine an interior designer goes into a home, and let's say that you're not trained for this. And so you go into a house and you're like, oh, the walls are red, right? Like, I can only see red, blue, green, right? I'm looking at it, it's like a box of 12 crayons. But this interior designer can come into the house and they could be like, oh, this is fuchsia, this is magenta, this is coral, this is cyan, right? They're looking at all of these different types of colors because they're able to see it with so much more depth. So literally the way that they're seeing colors, the way that they're seeing the design is way more sophisticated because it's more nuanced. So as a creative strategist, the degree to which you're able to identify the patterns of winners and the potential gaps is gonna be limited by how clear your thinking is. The other analogy I like to use is it's like grammar or vocabulary. So you wanna understand the grammar of an ad, meaning what are the essential building blocks and elements that make an ad work, So that when you're looking at an ad, you can easily deconstruct it. When you're looking at an ad account, you can easily identify the patterns, and then you can build based on those building blocks in whatever direction you want, right? It's like Legos. You can take your Legos and build whatever creation you want. You could follow the plan, right, and just build whatever, you know, castle or car that they have designated for you, or you can use your imagination and take those building blocks and build anything that you want. So what we teach inside of our community is making sure that our creative strategists are like really, really clear with what are the essential building blocks, what's the grammar of an ad, so that then they can go and deconstruct an ad to find patterns and then reconstruct it. I know that's pretty abstract. I'm gonna make it really tangible, but hopefully this makes sense, okay? So, the first place I start with is every ad is made up of messaging and creative, okay? We'll do other videos on what the components of messaging are and then what the components of creative are, But we're gonna focus right now in underneath creative. So creative is basically your image or your videos, okay? And then underneath videos, we have what we call the CAST system, okay? Now this is the concept that I'm gonna teach you because if you understand CAST system, you understand the DNA or the essential building blocks of any single video and you'll understand it with sophistication that most people will not, which is gonna allow you again to identify patterns and gaps to create new winners. So like deconstruct it and then also be able to come up with an endless supply, endless creativity in terms of the things that you can make. All right. So I want to start by, let's look for example at this. So here's a tweet with some different video styles. So let's see. Okay. So here's a claymation style. OK. Which is cool. This is from Mars Men. So we got a little claymation style. You could look at— here's a monk history lesson. Okay, so you can see again, this is linked. It's tons of different formats and styles in here. And pretty much every top creative strategist that I know knows that when you just get a winning message, so like a winning ad, and then you multiply it times tons of different formats, do a podcast style or Pixar style or claymation style or something else like that, right? Now, the reason why this concept, that which is what this video is about, is so important is because if you just come out and say, oh, make a Pixar ad, or make a podcast ad, or make an animation ad, okay, this will do you some good. You will have success doing this, but you are going to be limited by your vocabulary, right? If you just see things as a Pixar ad, and don't really understand all the different components within it, you're gonna be super limited by, again, understanding your patterns and gaps and being able to create new things. So that's why I teach inside of Genesis this concept called the CAST system. Okay? So this is super, super, super important. So CAST system stands for conceit, actor, style, terrain, and setup. Okay? For conceit, you can basically understand that as format. Most people call this format, but I like the word conceit because it gives me a nice acronym. Okay, it could have been FAST, but anyways, I like conceit, and we'll explain that a little bit. So this is the DNA of every ad, and the core idea is that every video ad that you look at, you should instantly be able to identify what's the conceit, who's the actor, what's the style, what's the terrain, and what's the setup. Okay, and just with these elements alone, you should be able to describe and create any type of video imaginable. So what is the conceit? This is the most— probably the most important one, is most people confuse styles, like a Pixar style, with the conceit. The conceit is more like the overall frame of the video. So the conceit is gonna describe, is this like one person? Is it a monologue? Is it a dialogue? Is it sort of like, let's say, like VSL B-roll or basically a narrative? So, the claymation one that we just saw for Mars Men was basically a narrative describing, and then there were scenes that were happening in the background. The other one we saw was a monk, and that was a one person talking directly to the camera. A dialogue might be a podcast one. So, again, you can break down the conceit into different things, but this is where you'll find like podcast ad. Street interview, speaking on stage. You will look at, let's say, like a newscasting. You could do a newscast. You could do yapper. You could do talking to camera, podcasts. Okay, so all of these— we already have podcasts— but all of these in here are the type of conceit. This is the overall framework. This is also where skits and things will come in here. Now, there's a lot of creativity to be found in terms of conceit. If you looked at any of the new styles that have emerged and sort of taken off, a lot of those are things like songs. Another one I think was like, what, Thumb Wars, right? Or some kind of skits that people do. Other ones like song ads. We already talked about that. Damn, my brain's not working today. So, songs, Thumb Wars, skits, the newscast one. That's a new conceit. If you're able to understand these, it's super powerful because all you got to do is have a list like this and a list of ones that you've seen, throw them into AI and say, give me more examples of these. So these are things like types of media formats, right? If you look at Primal Storm, for instance, they have like UFC, um, like basically like UFC tale of the tape or UFC like interviews or boxing matches, right, to kind of dramatize 2 different things going at each other. So if you have a huge list of this, it's so easy to throw this in AI and say, give me a ton more of these. And it also allows you, when you're looking at winning ads, you can say, oh, I see this kind of conceit, like Primal Storm, of people boxing or kind of like, you know, comparing Mars Men to Primal Storm or comparing Primal Storm to TRT, right? These sort of like antagonistic competitive conceits are awesome. So what are some other ones? Dating shows, pop the balloon, other types of whatever. Like, there's a lot of things that you can do once you're able to identify, oh, this conceit of this competition thing is working really, really well. Okay, so you'll notice the patterns and you'll be able to find new opportunities and gaps because you'll be able to ask the best questions to AI. Okay, really powerful. Underneath that, you have the actor. Okay, and the actor is going to be made up of like, who is this person, and then how would you describe them? So this is basically like role slash demographic. Right? You could have a Black actor, you could have an Asian actor, you could have a man, you could have a woman, someone old, someone young. Those changes actually are significant, right? I've seen this work time and time again where you can take a winning ad and just swap out who the actor is. It's huge, okay? And honestly, if you give them big tits, that's, that's also a major pattern that we discovered, okay? So there's tons of things you can do to change the actor, and then you can also kind of change like who they are. Are they the founder? Are they like a customer? Are they a disgruntled customer, right? So you can think about the actor and you can keep the same exact script, right? You could have a podcast ad with the same exact messaging and you just rotate. Oh, now it's a founder, now it's a Black guy, now it's a young person, now it's an older lady, right? And you can rotate out that actor and it actually can make a significant difference, okay? It needs to be informed on your taste and your judgment, but that's really powerful, okay? So the actor is things like demographics, And then basically who they are. So what kind of authority are they? Are they a doctor, right? Are they whatever? Okay, you can swap those things out. And again, once you understand that this is a lever that you could play around with, you can ask AI, give me every possible authority figure, give me every possible demographic that might appeal to this, give me every possible blank, and it will give you that. And now you can start to create these endless combinations. Let's do a street interview with this person. Let's do a speaking on stage with this person. You're never going to run out of ideas. Literally never, right? And we're only on 2 letters. The next one is the style. So this is things like, again, Pixar, 8-bit, wireframe, claymation, okay? Now a lot of times what people do is they just are swiping. Oh, claymation is working, let's do claymation. Oh, Pixar is working, right? But you guys can get way more sophisticated with this. You can look up every possible style that ever has existed, okay? And make a list of hundreds of these and start pioneering new styles. Because the reason that, like, new creatives work is because it's just something people haven't seen before. Okay? I don't think there's anything inherent about claymation that makes, you know, guys who want higher testosterone, they're like, oh, I love claymation. It's just they've never seen an ad like this before. Okay? So, it likely in the algorithm space, it gets shuffled into a new part in the algorithm, right? Because visually it's different. And again, even though the Meta algorithm is kind of a black box, There is data out there that suggests that the visual and the video is a really important component. So when something looks visually different, probably it's getting served in different ways. But the other thing is that people are just looking at it and engaging with it because they haven't seen it before. And AI makes this possible in a way that was not the case before. So we're entering an amazingly creative era of advertising. It's fucking awesome. So instead of just waiting for someone else to discover it, go and talk to AI and find out tons of different styles that have never even existed before. It's so easy, okay? The next one is terrain. So, this terrain is basically environment. So, is it inside, outside? Is it nighttime? Like, is it in the kitchen? Blue kitchen, red kitchen, right? This is a smaller variable that you're probably not gonna wanna, like, really optimize or test all the time, but it is important, right? And it is something that you can play around with. Put 'em in fucking space. Do something with them, right? And then the setup is a lot more of, like, kind of the visual arrangement. Right? So is it a split screen? Do you have like a character overlay? So like a sort of like a Dr. Pickle, like in the corner talking. Are you, do you have inserts? So for example, you could have a podcast ad and then halfway through you could have an insert in the middle of the screen that shows the mechanism. You can have different types of styles. You can do hook stacking, right? Of tons of different styles. So the setup just kind of combines a lot of those features together and it is important. Right now, what's awesome is you can start to blend these things together. So you could, for instance, have, uh, let's say you have speaking on stage is your conceit, right? And then let's say that, uh, you wanted to have, uh, like an Asian man who's like a chiropractor, a specific type of doctor speaking on stage, right? So now we're playing with the actor And we're playing with that. And let's say that we want to make it like a claymation style, which is awesome. And then let's say that on the bottom, we want a young UGC relatable character in bottom right talking and reacting. So now we have tons of things going on. We have someone speaking on stage with an authority figure, and it's in claymation. And then you have a realistic-looking person on the bottom. Who's kind of reacting and talking back, and they're a different demographic, right? Or let's say, for instance, it's the founder who's in the bottom right, who's talking about these types of things. And then you could play with the terrain, and the split screen, and the captions. You could put inserts of the mechanism. So there's a lot of things that you can do. Now, do you need to get this granular and test every single combination? No, because it's infinite combinations, which is awesome, because it means you'll never run out of ideas. Right now the new problem becomes, how do you know what to test? And this is where you start to develop your intuition, intuition and your judgment and your taste, right? Like, hey, is there a gap in this demographic that we could target? How could we come up with a new style that's going to look different, right, and catch people's attention? What is the interaction of the founder in the bottom right versus the person speaking on stage? Okay, there's infinite combinations, which is again why your unconscious and your taste and your judgment as a creative strategist becomes so much more important. Okay, so it's really, really, really, really powerful. I honestly don't know if I have much more than that other than this is how you can find endless AI video concepts. You just put in the examples of the ones I showed you and the ones that you guys can find on Atria or Foreplay or wherever, and then you say, give me a ton more of these, right? And then when you're analyzing ads with AI, you tell it to follow this process and to analyze and break down specific ads according to according to those details. So give— tell me the conceit, tell me the actor, tell me the style, tell me the terrain, whatever. You can even put this in your naming convention for the ad if you wanted to get super granular. Now AI is going to be able to detect patterns that you may not see. It'll be like, oh, the conceits are kind of all in this family, right? They're all kind of similar formats. I'm noticing this pattern with the actors, or this combination, right? And that's when you really start to get amazing data that allows you to, to make stronger and better predictions. Okay, so hopefully this video was helpful. Um, that's pretty much all I've got. There's things below if you guys want to hop on our email list. We do free trainings all the time, so you can hop on that. We just did a webinar yesterday. There's also probably going to be a place down below to book a call if you want to get access to Genesis, where we teach all of these types of things. We're sharing our insights, sharing our data all the time. And then we also have AI tools such as Exodus, which are really powerful for building ads. You can build every type of static ad that you want. You can use all of the same bots in here. We have over 100 different AI marketing bots, which are insanely powerful. Let's see. You can see some funny shit in here from our webinar. We get a little goofy. But it's become super easy to swipe things. This is me trolling my business partner. Anyway, this is a really cool tool. So, you can also get access to that. And then if you opt in below, you can get access to documents like this and everything else that I teach. The last thing is I'm gonna figure out a way to do this. I know it's been a long while since I made the video, but I basically have a list of questions and topics that I really want to cover. So like the Poetry of Copy, the CAST system, which that's done, what is strategy, every ad is a mixture of this, what's working now, a bunch of specific questions around pricing and rates. Bonus structure stuff that comes directly from our community. But put down below like what topics you want to see, what questions you want me to answer, and then I can just add this to the list and just start to knock all this out. So appreciate your attention as always and look forward to seeing you in different videos. Peace.