The Challenge
Huella Services, a creative intelligence and technology enterprise, wanted to enter a market that wasn’t short on tools but was deeply short on belief.
Marketers had already experimented with “AI-powered” advertising platforms. What they found instead were automation layers bolted onto broken systems: fragmented workflows, manual creative production, slow iteration cycles, and intelligence that stopped at reporting.
But to win, it needed to overcome four fundamental challenges:
01
AI fatigue and low trust
A market sceptical of AI claims after years of marginal gains and black-box optimisation tools
02
Creative scale as the real bottleneck
Performance depended on variation, but variation demanded time, cost, and operational overhead, trapping teams between intent and execution
03
Intelligence that stopped at insights
Most platforms delivered dashboards, not action leaving the execution burden on already stretched teams
04
No category language or borrowed credibility
AIgnite wasn’t just a better tool. It was a different operating logic, with no existing category or brand equity to lean on
To succeed, AIgnite needed to be launched not as a product announcement, but as a clear, credible alternative to how advertising intelligence had worked so far
The Solution
We treated AIgnite’s launch as brand creation, narrative design, and market education working as one system.
Our rule:
If the product is intelligent, the launch must be too
Brand built from first principles
- Positioning: AIgnite was positioned as an ad intelligence platform, not an optimisation tool
- Core idea: One strong creative idea should be enough if the system behind it is intelligent
- Narrative Shift: Intelligence reframed from reporting outcomes to shaping execution at scale
- Messaging Focus:
- Speed without chaos
- Scale without brand dilution
- Performance without creative burnout
- Audience: Written for senior marketers responsible for systems, not tactics, grounded in how advertising actually works inside organisations
Founder-led credibility architecture
Built a differentiated founder narrative system:
- Product logic
- System design
- Business impact
- Origin story
Avoided amplification and hype in favour of depth and intent
Result: AIgnite felt less like a tool being sold, and more like a system being deliberately built by people who understood advertising’s constraints firsthand
Designing the launch moment: AIgnite Supper Club @ iMedia Goa
We didn’t launch AIgnite on a stage.
We launched it around a table.
iMedia Brand Summit Goa offered access to the right audience but not the right format. Conferences optimise for exposure, not understanding. Stages create audiences, not conversations.
The Supper Club was designed as a deliberate counterpoint:
- Intimate instead of expansive
- Experiential instead of presentational
- Conversational instead of persuasive
This reframed AIgnite’s presence at iMedia from sponsorship to stewardship, hosting the conversation rather than competing for attention.
“One Ingredient, 100 Ways”: Making the product tangible
At the heart of AIgnite is a simple belief:
great advertising doesn’t come from endlessly producing new creatives, it comes from building one strong idea and letting intelligence drive adaptation.
The Supper Club theme, “One Ingredient, 100 Ways,” became the lived expression of this logic.
- One core idea → many intelligent expressions
- Display, native, video
- Different formats, layouts, emphases
- No dilution of brand coherence
AIgnite’s launch was not about announcing a product. It was about introducing a new operating logic for advertising intelligence.
How the experience was built
- Open-air seaside setting to remove conference visual language
- Culinary journey designed around transformation and contrast
- Minimal scripted programming to allow organic discussion
- Founder presence as participants, not presenters
- Abstract, branching visual motifs reflecting one-to-many intelligence
Guests didn’t need slides or demos. They experienced the product philosophy, through the progression of courses, conversations, and contrasts.
Impact
AIgnite’s impact wasn’t defined by a spike in attention but by how it was understood.
- Clearly differentiated from optimisation tools and performance add-ons
- Engaged senior marketers at a system-level conversation, not a feature-level pitch
- Established early credibility through founder-led clarity and restraint
- Entered the market with a clear philosophy, a clear problem, and a clear direction
By building the brand from scratch, translating product logic into lived experience, and choosing understanding over hype, AIgnite entered the market with trust: trust in the thinking, the builders, and the reality it was designed for.
