Agency · Xolour
How an agency rebuilt its entire offering around AI
Xolour eliminated film crews, built a new proposition delivering high-budget creative to small brands, and flipped from outbound selling to inbound demand, by rebuilding its whole creative operation around ImagineArt.
- 0 film crews
- Largest cost line removed
- Pitch to delivery
- Whole pipeline on one platform
- 3-person core
- Plus project-based freelancers
The Challenge
A crowded market, high overheads, nothing to differentiate on
Xolour ran as a traditional advertising agency, and the constraints were structural rather than creative. Film crews and freelancers were the single largest expense. Traditional production was hard to sell into a saturated market. And because every agency produced work the same way, the output itself was hard to tell apart.
The offering to clients was never new, lots of competition, large overheads and budget limited our creativity.
The Decision
One platform instead of a subscription per format
ImagineArt was chosen for the interface and for having multiple models behind one login, which removed the need for a separate subscription per content format. The agency treated it as a change of operating model rather than a new tool in the existing one.
It now runs across the whole project lifecycle: concept imagery for the pitch deck taken into first client meetings, rapid visual iteration during concepting before anything is committed, and final brand advertising produced end to end without a crew.
The Results
Cost removed, a new proposition, demand inverted
Film crews and on-location production, the largest expense category in the business, are gone from the model entirely.
Small-budget brands now get visual quality that used to require a major production budget, which became the agency's new pitch.
AI-led creative proved materially easier to sell than traditional production.
The agency stopped pursuing clients and started being approached by them.
I can now bring high-budget adverts to small brands, and that has become our new USP.
