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The Fume Engine

You make the decisions. The Engine does the work.

Tell Fume what you need, choose a direction, and approve what runs. The Engine plans, produces and adapts every creative on your Brand DNA, and absorbs the monthly model changes.

Talk to us The cycle
A long walnut table with printed campaign photographs in a grid under a glowing mushroom lamp at dusk.

One cycle

From a campaign need to creatives you can launch.

  1. 01

    Tell Fume what you need.

    Share the product, the brand material and the campaign need. Fume turns it into a brief you approve.

  2. 02

    Choose a direction.

    Three distinct creative directions, reviewed before anything is produced at scale. Real choices between ideas, not fifty versions of one.

  3. 03

    The Engine produces.

    Masters first, then meaningful variants (a new hook, angle or framing, never just a resize) and the channel formats, all on your Brand DNA.

  4. 04

    Every creative passes the Quality Gate.

    A named expert checks it against your Product Truth and brand rules. Our own corrections never use your revision rounds.

  5. 05

    You approve and launch.

    Creatives in your channel formats, with a record of who checked and who approved each one.

Brand DNA

The Engine runs on your Brand DNA.

Everything Fume knows about your brand, in one place you can see and correct. Feedback sticks, so you stop repeating yourself.

  • Brand rules

    Your colours, type, tone and the things you never do.

  • Product Truth

    The facts about a product that may never change: packaging, label, variant, colour, material, proportions, claims.

  • Taste map

    The light, the framing and the moods your team chooses again and again.

  • Creative memory

    What you approved, what you turned down, and why.

Brand DNA · Product Truth

Night serum, 30 ml

The facts every creative is checked against

Bottle
Amber glass, matte black dropper
Label
Cream paper, front and centred, never cropped
Colour
Serum reads golden, never orange
Never
Other sizes, a glossy dropper, hands that cover the label
Claims
Only the lines on the approved list

You can see and correct every line.

Formats

One direction, every format it needs.

A creative family in one look: the master, its variants and the sizes your channels ask for, for example 1:1, 4:5 and 9:16, with safe zones and legible text.

Still images are our standard. Short video comes only when a video type meets our product, rights and quality bar.

The app, in design

Where your team works with Fume.

What Fume needs from you, what is being made, what waits for your decision and what is ready to use. The app is in build; these are its designs.

Autumn launch · Direction A

Night serum

Quality Gate: 6 of 9 checkedBrief v2

    Why a managed engine

    We keep up with AI

    • You never operate a tool.

      No prompting, no model choices, no new subscriptions. You bring the need and make the decisions.

    • The models change every month.

      The Engine absorbs the changes, and your Brand DNA stays the same.

    • Ethics and the law, kept up too.

      We know where the lines are for AI in advertising, and we tell you what they mean for your ads.

    Bring one real campaign.

    We are taking on a small number of founding design partners. Tell us about your next launch, its date and its channels, and we will show you what one cycle delivers.

    Talk to us How a pilot works