Making got easy. Standing out didn’t.

Out of ideas?

Start at take zero.

Take Zero takes you through three short acts. A dry guide and honest critics, built on real creative techniques, ask the questions that push you past your first idea. You write every card.

Start act one See how it works

Invite-only beta. No invite yet? Join the first players

Where are you right now?

Zero at his desk, chin in his hand, next to a jar labelled Obvious ideas and a stopwatch.

Take Zero · invite-only beta

Your first idea is everybody’s first idea.

Ask a chatbot for ideas and you tend to get the likeliest ones, the same ones anyone with your brief gets. Take Zero works another way. In a round on a brief, the obvious goes in the jar, a card from far away pushes you off it, and critics test what you make. The AI provokes. You decide.

Same brief, two ways

Illustration · I have a brief · Marketing & brands

Asking a chatbot

Give me ideas for a coffee brand ad

Try this prompt in any chatbot, then compare what you get with the round on the right.

Chatbots tend to give the likeliest ideas, and everyone with this brief asks for the same thing.

A round of Take ZeroShortened from three acts

Act one · Read the brief

You

The brief: an ad for a coffee brand.

ZeroYour guide

“What does the brand need people to do?”

You

Try the new cold brew.

Act two · Find the angle

JarThe obvious, set aside

A cosy morning, steam rising from the cup. A smiling barista.

Into the jar: everyone’s first idea

CardFrom far away

Night shift

ZeroYour guide

“Night shift. Whose? Where’s the cup?”

Act three · Pitch it

You

An ad that only runs from midnight to 6 am. “For whoever’s still up.”

RookDoes it answer the brief?

Works: a time limit is easy to remember. Problem: the brief says get people to try the cold brew, and your line never mentions it. Fairly sure. Plus: what if the cold brew only exists after midnight?

You

Cold brew sold only from midnight to 6 am, and advertised only then.

You keep

Cold brew sold only from midnight to 6 am, and advertised only then.

Your idea. You wrote every card.

Couldn’t I just prompt a chatbot to interview me? You can. Under the hood Take Zero is the same kind of AI. What it adds is the steps, already built: three acts, the jar, the cards, the critics. Zero and the critics provoke and ask; at the end of an Act Zero can offer a version of his own, which you take, edit or ignore. Film & TV, writing, creators and marketing. Cards you mark private never leave your device. This round is an illustration, not a recording.

See how Take Zero works Try it with your own first idea Join the first players

A round, on this page

Get past the obvious.

The obvious idea arrives first, for everyone, and it feels like yours. So in Take Zero you drop it in the jar on purpose. Then you collide what’s left with something far away.

Zero

“Tap the obvious ones. I’ll hold the lid.”

The Cliché Jar · 0 of 6

Honest notes. Never a score.

Critics each test one thing and give one note and one plus. No fixes, no ratings. You decide what to keep.

NellOriginality

Has it been done? What is only yours?

“I’ve seen this forty times this year.”

Their plusThe gap only this work could fill

Cut. That’s act one.
Act two: every format.
Cut. That’s act one.
Act two: every format.

Act twoAvailable now

Your in. Every format out. Still layered.

Once the idea is a finished design, Adapt reads the file you already made, works out what each layer is, and lays it out again for every size the campaign needs. PSD or AI back, with live type and vectors. No template to build first.

Try Adapt How Adapt works

1920×1080 · illustration, not a screenshot

Rook: “Every size, by Thursday. The layers, please.”

Still layered.

Text stays text

Point and paragraph type come back live, in their own fonts.

Vectors stay vectors

An .ai file comes back as an .ai file, paths and artboards intact.

Groups stay groups

Smart objects, masks and groups keep their place in the stack.

Before you upload

Hem asks what could go wrong.

So do we. Four things to know before your file goes anywhere.

How we handle files See what Adapt supports

Your files
Encrypted in transit and at rest, stored and processed in the EU. Deleted on your schedule: an hour after you finish, after 24 hours, or after 30 days.
Your work
We do not train any model on your files. This is in our terms, not just on this page.
Your fonts
If a font is missing, Adapt stops and tells you. It will not substitute one silently.
What doesn’t work yet
We publish the full list of file features Adapt handles, degrades, or rejects, including the ones that fail quietly.