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The Evidence Lite

Most creative work contains an implied strategy.

The Evidence works backwards from finished creative to surface the strategic framework the work implies. Upload existing activations, brand assets, or competitor work and decode the positioning, audience assumptions, and sector conventions embedded in them.

Watch the video walkthrough →

01Creative Input

Describe the creative work and upload the assets. Activation screenshots, print ads, storyboards, video scripts. The more detail you provide, the sharper the decode. The AI analyses both your description and the uploaded materials together.

Screenshot: Employer Threader Evidence: Creative Input step showing Adidas activation description with two uploaded activation screenshots marked as Extracted

02Decoded Strategy

Eight strategic fields reverse-engineered from the creative: the real problem, sector convention, audience tension, position claimed, employer brand direction, exclusions, organising thought, and brand attitude. Each field maps to a tool in the cascade and carries a confidence rating.

Screenshot: Employer Threader Evidence: Decoded Strategy showing eight fields including The Real Problem, Category Convention, Audience Tension, and Position Claimed, all rated HIGH confidence

03Strategic Synthesis

The full decoded strategy in a single statement, with an 80% confidence score and every field from organising thought to brand attitude. Export the complete decode as a Word document. Use it to map competitor strategy, stress-test your own work, or walk into a pitch with intelligence the client did not ask for.

Screenshot: Employer Threader Evidence: Strategic Synthesis showing Organising Thought, Brand Attitude, 80% HIGH Strategic Confidence score, and Decoded Strategy gold box with Save, Copy, and Export buttons

04The Drift Check New

Import your locked pitch and the Evidence compares the strategy your creative implies against the strategy you committed to. Six fields, including the exclusions. Each aligned, partial or divergent, with a note explaining exactly what moved, and a recommendation that commits to one action: pull the creative back, update the strategy through the cascade, or accept the divergence deliberately. Download the whole check as a client-ready report. The Readiness Check finds the objections. The Drift Check finds the drift. Requires a pitch completed through the cascade (Pro).

Employer Threader Evidence Drift Check comparing creative against a locked promise: a divergent organising thought with the locked thought alongside it, a partial exclusions row with an explanation of what strains, and a strategic recommendation to pull the work back to the line