xAI - Creative Systems for Scale
Traditional creative workflows aren’t built for the speed and scale AI products demand.
We built a system that could generate, transform, and test creative in parallel—treating variation as a core part of the process, not an afterthought.
The System
Using Twigeo’s proprietary software, we designed a modular system where each node represents a controllable input—image, motion, copy, or sound.
This allowed us to quickly generate and iterate on a wide range of creative directions.
Outputs
The system enabled us to rapidly produce and test variations across formats, styles, and messages—compressing what would normally take weeks into a much shorter cycle.
Application
Creative was deployed across tailored landing experiences, where messaging and audience segments were tested in parallel.
This connected the creative system directly to performance outcomes.
In the Wild
The work extended beyond testing environments, contributing to how the product showed up in culture.
