23 ways to make the next ad

Pick the format.Then make it yours.

Browse real ads, find the structure that fits your message, and copy the exact recipe into your AI. Xylo brings the brand context, production guidance, and real assets behind it.

7 video formats 12 image formats 5 testing systems

Every example is shown for format reference. Nothing publishes without review.

product_herostat_calloutus_vs_them

Fast starting points

Launch a hero

cinematic_commercial + faceless_broll_vo

Buy signal cheaply

static_sprint + hook_isolation

Answer objections

faq_objection_card + review_card

01 / Video formats

Seven structures built for motion, sound, and scroll.

These are the current people-light formats Xylo recommends for AI production. Press play when you want to inspect one. Every example here was generated with Seedance 2.0.

01 / split_screenvideoSeedance 2.0

Split screen

Two simultaneous people-free panels : old way vs new way, problem vs product, or two product benefits.

Best when

two visual streams genuinely reinforce each other : the old way vs the product's new way, problem texture vs solution texture, or two complementary benefits.

Avoid when

when either panel alone carries the message (density without purpose reads as noise).

Use this exact formatOpen prompt

Create one Split screen concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["split_screen"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

02 / faceless_broll_vovideoSeedance 2.0

Faceless B-roll + voiceover

No presenter : atmospheric product and lifestyle shots carried by a voiceover and visual storytelling.

Best when

always a candidate : no persona consistency problem, no hand/label manipulation, and product references can ground cinematic scenes. The default exploration format for a brand with product photography.

Avoid when

when the library shows voiceover_broll saturated; messages that truly require a human face for trust.

Use this exact formatOpen prompt

Create one Faceless B-roll + voiceover concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["faceless_broll_vo"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

03 / podcast_host_readvideoSeedance 2.0

Podcast host-read

A podcast-style setting : mic, casual room : where the "host" works the product into conversation like a sponsor read.

Best when

warm/retargeting audiences (the borrowed-authority frame works best on people who already know the brand); considered purchases that benefit from a longer, conversational sell.

Avoid when

pure cold TikTok (podcast frame reads slow there); brands whose buyers do not consume podcasts.

The fictional host is the one synthetic-person exception in Xylo's current format library.

Use this exact formatOpen prompt

Create one Podcast host-read concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["podcast_host_read"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

04 / listicle_tipsvideoSeedance 2.0

Listicle / tips

"5 things..." : numbered value delivery where the product is one honest entry.

Best when

education-hungry categories; audiences that punish hard selling; top-of-funnel where value-first earns the pitch.

Avoid when

retargeting (they already know : sell); offers with urgency (the format is slow by design).

Use this exact formatOpen prompt

Create one Listicle / tips concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["listicle_tips"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

05 / kinetic_text_hookvideoSeedance 2.0

Kinetic text

Animated text IS the video : words moving to a beat over color/b-roll.

Best when

the message is stronger than any visual you could generate (a price, a stat, a dare); fast offer tests; accounts with zero usable visual assets beyond a logo.

Avoid when

products that sell on how they look (show them instead); long arguments (this is a 7-word-per-beat format).

Use this exact formatOpen prompt

Create one Kinetic text concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["kinetic_text_hook"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

06 / comparison_walkthroughvideoSeedance 2.0

Comparison walkthrough

The videoized comparison table : old way vs new way, or you vs the category, feature by feature.

Best when

consideration-stage buyers actively comparing; switcher campaigns; categories where the differences are concrete (price, speed, what's included).

Avoid when

when differences are subjective ("better design") : comparisons live on verifiable rows. Compare to "the old way," never a named competitor.

Use this exact formatOpen prompt

Create one Comparison walkthrough concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["comparison_walkthrough"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

07 / cinematic_commercialvideoSeedance 2.0

Cinematic commercial

A product/environment-led, multi-shot art-directed brand film : Director-mode territory.

Best when

launch heroes, brand campaigns, premium positioning : moments that justify multi-shot production. This card is a POINTER: the full shot-timeline → generate → stitch workflow lives in knowledge({topic:"video_ad_production"}) (Director mode). Load that; do not improvise multi-shot production from this card.

Avoid when

everyday testing volume (systems cards handle that : this format is expensive per variant and slow to iterate); accounts still hunting for a winning angle (find it with cheap formats first, then dress it cinematically).

Use this exact formatOpen prompt

Create one Cinematic commercial concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["cinematic_commercial"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

02 / Image formats

Eleven ways to make a square stop the scroll.

Real ESAS examples show the structure, not a mandatory visual style. Your AI should rebuild each format from your own brief, assets, proof, and offer.

Old way versus ESAS fragrance comparison ad

01 / us_vs_themimage

Us vs them

Two-column static: the category's way vs your way.

Use this exact formatOpen prompt

Create one Us vs them concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["us_vs_them"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

02 / stat_calloutimage

Stat callout

One huge number that makes the argument on its own.

Real inputs required

• A real, sourced number (customers served, hours saved, star rating, study result the brand can cite). A generated statistic is a fabricated claim : pull from the brand profile, reviews, or ask.

Use this exact formatOpen prompt

Create one Stat callout concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["stat_callout"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Required real inputs: A real, sourced number (customers served, hours saved, star rating, study result the brand can cite). A generated statistic is a fabricated claim — pull from the brand profile, reviews, or ask.. Ask me for anything missing before production.
Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

03 / review_cardimage

Review card

A real customer review, designed for the feed.

Real inputs required

• A real review or comment, verbatim (comment archive, review platform, post-purchase surveys). Writing a "review" is fabricating a testimonial : prohibited, full stop. Anonymize the reviewer unless permission exists.

Use this exact formatOpen prompt

Create one Review card concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["review_card"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Required real inputs: A real review or comment, verbatim (comment archive, review platform, post-purchase surveys). Writing a "review" is fabricating a testimonial — prohibited, full stop. Anonymize the reviewer unless permission exists.. Ask me for anything missing before production.
Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

Discovery set to full-size fragrance progression

04 / before_after_staticimage

Before / after static

The transformation in one split frame.

For fragrance, this honest version compares trial and full-size states instead of implying a physical result.

Real inputs required

• Real before and after references: never generate either state, and personal-appearance transformations are platform-restricted even when real.

Use this exact formatOpen prompt

Create one Before / after static concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["before_after_static"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Required real inputs: Real before and after references: never generate either state, and personal-appearance transformations are platform-restricted even when real.. Ask me for anything missing before production.
Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

Fragrance strength objection answered in a square ad

05 / faq_objection_cardimage

FAQ / objection card

The blocking question, asked and answered in the ad itself.

Use this exact formatOpen prompt

Create one FAQ / objection card concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["faq_objection_card"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

06 / offer_cardimage

Offer card

The deal, stated plainly: what, how much off, until when.

Use this exact formatOpen prompt

Create one Offer card concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["offer_card"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

07 / product_heroimage

Product hero

The product, beautiful, centered, with one line : the format a single good product shot unlocks.

Use this exact formatOpen prompt

Create one Product hero concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["product_hero"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

Discovery kit checklist and offer breakdown

08 / checklist_bundleimage

Checklist / bundle breakdown

"Everything you get" : the offer itemized with checks.

Use this exact formatOpen prompt

Create one Checklist / bundle breakdown concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["checklist_bundle"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

Five-card clean fragrance carousel story, card 1 of 5

Five-card clean fragrance carousel story, card 2 of 5

Five-card clean fragrance carousel story, card 3 of 5

Five-card clean fragrance carousel story, card 4 of 5

Five-card clean fragrance carousel story, card 5 of 5

Swipe or scroll through 5 cards

09 / carousel_storyimage

Carousel story

A swipe sequence with a narrative spine : each card earns the next swipe.

Use this exact formatOpen prompt

Create one Carousel story concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["carousel_story"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

10 / meme_staticimage

Meme static

A native joke image the audience would share : the ad that does not look like one.

Use this exact formatOpen prompt

Create one Meme static concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["meme_static"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

11 / comparison_table_staticimage

Comparison table

The full feature grid : you vs 2-3 alternatives.

Use this exact formatOpen prompt

Create one Comparison table concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["comparison_table_static"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

03 / Testing systems

Formats make ads. Systems make learning compound.

These recipes organize formats into repeatable production and testing loops. There is no fake thumbnail because the output is a workflow, not a single piece of media.

01 / testing_machinesystem

The testing machine

The standing weekly loop: library → formats → variants → staged → learn → remember.

THE LOOP (every cycle):

Use this exact formatOpen prompt

Create one The testing machine concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["testing_machine"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

02 / hook_isolationsystem

Hook isolation test

Same body, 3-5 different hooks : the highest-information test per dollar.

fix everything after second ~3; produce 3-5 openings on DIFFERENT hook tactics (pull the tactic list from the taxonomy : question vs bold_claim vs problem_callout vs pattern_interrupt, not four wordings of one tactic). Read results on hook rate FIRST, then confirm the winner didn't tank downstream (a bait hook shows high hook rate + dead CVR).

Use this exact formatOpen prompt

Create one Hook isolation test concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["hook_isolation"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

03 / matrix_333system

3-3-3 concept matrix

3 concepts × 3 hooks × 3 formats : structured diversity for algorithmic delivery.

pick 3 CONCEPTS (distinct angles from the taxonomy's messaging_angles : e.g. problem_solution / social_proof / comparison) × 3 HOOKS per concept (distinct hook tactics) × spread across 3 FORMATS (e.g. one faceless, one kinetic, one static : pull from the account's winner + exploration mix). That is 9 concept-hook pairs across 3 formats, not 27 assets : each concept-hook lands in its best-fit format.

Use this exact formatOpen prompt

Create one 3-3-3 concept matrix concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["matrix_333"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

04 / static_sprintsystem

Static sprint

A fast batch of 5-10 statics across different image formats : cheapest full-funnel coverage.

one sprint = one product/offer through 5-8 DIFFERENT image format cards (product_hero + review_card + us_vs_them + faq_objection_card + offer_card is the classic spread). Same offer, different format-psychology : the sprint tests which PROOF STYLE this audience buys.

Use this exact formatOpen prompt

Create one Static sprint concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["static_sprint"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

05 / comment_to_creativesystem

Comment → creative

Mine the stored comment archive for objections and language; answer them as ads.

creative({action:"comments"}) on the account's top media_keys → cluster: OBJECTIONS ("does it work with X?", price pushback) / DESIRE LANGUAGE (the customer's own words for the benefit : steal these verbatim for hooks) / CONFUSION (what the ads failed to explain).

Use this exact formatOpen prompt

Create one Comment → creative concept for my brand.

First read accounts({action:"read_brief", params:{sections:["brand_profile","brand_assets","winning_ads"]}}). Then load the full recipe with knowledge({topic:"ad_formats", params:{formats:["comment_to_creative"]}}) and follow its WHEN, NOT, SKELETON, PRODUCE, VARY, and FAILS guidance exactly.

Use the real brand, product, logo, and proof assets the brief provides. Never fabricate reviews, testimonials, statistics, results, or UI.

Stage everything for my review.
Do not build or publish any ads.

Found the structure? Put your brand inside it.

Copy the prompt into your AI or connect Xylo and ask for the format by id. Your saved context and real assets do the rest.

Start creating How generation works