Building Elovi’s creative advantage
How I turned competitive research and brand context into a repeatable process for creating ads.
Sonny PatelInternal tool liveSeptember 30, 2026Turning a useful competitor ad into an Elovi ad meant repeating the same work: understanding the idea, writing a brief, applying our brand, and reviewing the result. I built Elovi Creative Studio to keep that process in one place, from reference ad to reviewable creative.
The first useful output was a set of complete ads I could inspect and refine. That made the gaps visible: the tool needed to preserve what was interesting about each reference while using Elovi’s products, offer and language.
The workflow starts with a shortlist. For each reference, the studio identifies the message, visual structure and offer details that give the idea its shape. A pricing comparison and a lifestyle scene need different briefs.
The brief records what to retain, what to adapt and what to leave out. For a pricing-led ad, that might mean keeping the clear comparison while replacing the products, prices and outcome claims with Elovi’s own offer facts.
An early version kept turning different references into similar two-vial layouts. The problem was in the planning instructions: they pushed the same composition even when the source idea called for something else.
I changed the planning step to examine the reference’s scene, product count, typography and layout before deciding what to create. Headlines, benefit lists and price badges became choices the concept had to justify. The studio now plans the whole ad, with the reference shaping the composition.
Brand context stays consistent across those variations: approved product images, logos, offer details and reviewed language. Each medication must remain paired with its correct price. These are inputs the tool carries forward, so I do not have to rebuild the brand brief for every draft.
A polished image still needs a person to check its wording, product details and overall message. The review view puts the saved reference, creative brief and generated output together so I can judge whether the result matches the idea.
From an approved direction, I can request square, feed or story formats using the same saved plan and brand context. New generations are deliberate; revisiting a draft does not automatically spend more on another attempt.
I built and iterated on the studio with Codex. Much of the product work was inspecting real outputs, finding the assumptions behind a weak result, and changing the workflow or instructions accordingly.
Competitor research supplies ideas, not proof of performance. An ad in circulation does not tell us whether it acquires customers profitably, and these creative experiments do not yet establish that for Elovi.
Today, the internal tool gives me a repeatable path from reference to reviewed creative. The next step is to bring results from Elovi’s own campaigns back into the process, so future briefs can draw on what we have actually learned.