Meta needs new creatives every week. We make them at scale.
Meta's algorithm doesn't reward your best ad forever. It rewards new concepts. Gravta delivers a constant stream of high-quality Facebook and Instagram ad creatives.
Meta's ad engine, Andromeda, decides which ad each person sees on Facebook and Instagram — in milliseconds — by predicting which creative is most likely to make that person act.
Your creative is the targeting signal.Strong new concepts open new pockets of buyers.Tired creative teaches the algorithm the wrong thing.
Gravta is a full-stack video strategy studio, founded by senior leaders across advertising, entertainment and tech. Our Human-AI workflow produces genuinely new concepts at the pace Meta demands.
Keep your media buyer. We make the concepts they need. Gravta plugs into your in-house team or agency as the creative engine — no account handover, no channel conflict. Need media buying too? We run it with trusted partners.
Concepts, not variations
Variation factories
Gravta
What you get
The same ad, re-cut: new hook, new color, new CTA
Distinct concepts: new angle, story, motivation and audience
How Andromeda sees it
Near-duplicates competing for the same slot
New signals that reach new buyers
Production
Template / creator-grade UGC
High-quality video, Human-AI production
Strategy
You brief, they iterate on one winner
Data-led concepting from AdNeura™ and your account data
Real concepts from Gravta's studio — built for Facebook and Instagram placements.
VerizonUnited States · NFL season on 5GVrboParis, France · Group city staysBookabachQueenstown, New Zealand · Nature getawaysStayzSunshine Coast, Australia · Last-minute family holidaysFeWo-direktGermany · Holiday homes with a poolBizeeUnited States · Start a business in minutes
Vrbo needed video ads for 5 brands, in 7 languages, across 18 destinations and 27 properties — all feeling local. Gravta turned static website assets into cinematic video ads at scale, for Meta, YouTube and programmatic.
From the creative leader who helped build and led Meta's Creative Shop.
Rapha Vasconcellos
Co-Founder & Creative Leader, Gravta
Rapha spent eight years at Meta building Creative Shop, the in-house team that helped the world's biggest brands make ads for Facebook and Instagram. He co-founded Creative Shop in Latin America, led it across Asia-Pacific, and became its global VP in New York. He then led Netflix's Product Creative Studio as VP before co-founding Gravta.
"At Meta, we always told brands that creative is the biggest lever they control. With Andromeda, that's truer than ever: the algorithm can only find new customers if you give it new ideas. Gravta exists so brands never run out of them."
Perfect — we don't replace them. We become their concept engine. They keep strategy and media buying; we add the volume of new ideas they can't produce alone.
"AI ads look cheap."
Ours don't. Gravta's creative is led by the person who ran Meta's Creative Shop and Netflix's Product Creative Studio. AI gives us speed; humans give it craft.
"Can't Meta's own AI tools do this?"
Meta's tools remix your existing assets. They don't create new concepts — and new concepts are what Andromeda rewards.
There's no fixed number, but Andromeda favours distinct concepts over many near-identical variations. Most advertisers benefit from adding new concepts every week or two, with more needed as spend grows.
How often should I refresh Facebook and Instagram ad creatives?
Watch performance, not the calendar: rising frequency, falling CTR and rising CPA are fatigue signals. At higher spend, creatives can fatigue in about a week.
What is creative diversity on Meta?
Creative diversity means running genuinely different concepts — different hooks, angles, formats and audience motivations — so Meta's algorithm can find more buyers.
What is Meta Andromeda?
Andromeda is Meta's ad retrieval system. It uses your creative to decide which people to show your ad to, making creative quality and variety central to performance.
What's the difference between a new concept and a variation?
A variation changes surface elements of the same ad — the hook, color or CTA. A new concept changes the idea itself: a different story, angle or customer motivation. Andromeda treats near-duplicate variations as largely the same ad; new concepts give it new signals.
Do you run our ads?
Not by default. Gravta makes the creative, and most brands keep their own team or agency running the campaigns. If you need media buying too, we run it with trusted partners.
Who owns the creative?
You do. Every concept we deliver is yours to use however you like.
Is there a minimum ad spend?
No. We work with brands at different spend levels; the free audit tells us what volume of new concepts makes sense for yours.
What's the contract length?
No long lock-in. Most brands start with a Proof of Concept, then move to Always-On Creative on a month-to-month basis.
Do you make static ads or only video?
Both. We're video-first and every concept can also ship as static images for Feed and Stories.
Do you work with Facebook and Instagram?
Yes — every concept is built for Facebook and Instagram placements, including Reels, Stories and Feed.
How is Gravta different from a creative agency?
Gravta is a full-stack video strategy studio built around a Human-AI workflow: data-led concepting, high-quality production and speed traditional agencies can't match — led by the former VP of Meta's Creative Shop.
Let's talk:
Your next winning concept hasn't been made yet.
Get a free creative audit: we'll show you which of your Meta ads are fatiguing and where new concepts would have the most impact.
Gravta is opening a small number of Proof of Concept pilots for brands ready to evolve their video strategy.
Thanks — we'll be in touch.
We've got your request and will get back to you within 3 business days.
