Case Studies
ASHAR GROUP
Ashar: Promises Delivered
Business strategy brought to life through AI filmmaking.
In property, trust is central to the buying decision. IF’s task was to turn Ashar’s “Promises Delivered” proposition into a distinctive film that made the promise meaningful to customers.
“The strategic task was to make ‘Promises Delivered’ meaningful in a consumer context. Every creative decision needed to strengthen the message and give people a reason to remember Ashar.”
Tom Dawes, Founder & Strategic Partner, Idea Factory
We collaborated with Michael Jackson of Moor Craft, a leading AI director, to bring the strategy to life through a split-screen treatment- a demanding format for AI filmmaking.
“AI models don’t naturally think in split screen. You have to direct the relationship between the frames as carefully as the images themselves.”
Michael Jackson, Director, Moor-Craft.co.uk
The result: a distinctive expression of Ashar’s promise, shaped by business strategy and specialist creative craft. https://www.youtube.com/watch?v=lMbOMC2py4g
Logic. Magic. Momentum.
BHARAT MATRIMONY
Luv.com: Building relevance through entertainment
Connecting audience attention with a business proposition.
For Luv.com, the strategic challenge was to engage people looking for a meaningful relationship and communicate the importance of shared values and ambitions.
IF developed First Meets, a six-part micro-drama built around the humour of incompatible first encounters. Each story created an entertaining way into a serious consideration: what makes two people right for each other?
“We started with the business question: how do you make compatibility relevant to an audience scrolling for entertainment? The stories needed to earn their attention, then connect that attention with what Luv.com stands for.”
Yeansha Lodha, Operations Director, Idea Factory
The format put entertainment first, with the brand proposition delivered at the close: “The wrong match makes a great story. The right one builds a future.”
This gave Luv.com a repeatable content format designed to build audience engagement around its positioning: Built for love. Meant for marriage. https://www.instagram.com/p/DdbbDc8vAv4/
Logic. Magic. Momentum.
Project Name
More case studies coming soon
VANTROCK
Vantrock: Defining the platform for growth
Connecting founder experience with business ambition.
Vantrock’s founders brought substantial experience. IF worked alongside them to articulate what that experience meant for the business: where its strengths lay, how its capabilities connected and what it could offer investors, occupiers and partners.
We sharpened the proposition around how Vantrock creates value across the property lifecycle, giving the team a clearer framework for commercial conversations.
“We approached Vantrock from inside the business- understanding the founders’ ambition, the capabilities they had built and how these could come together to support growth.”
Tom Dawes, Founder & Strategic Partner, Idea Factory
The work connected the founders’ track record with the platform’s future direction, creating a shared commercial narrative for investment discussions, partnerships and business development.
Logic. Magic. Momentum.
BBLUNT
BBLUNT: Leading growth, from salons to online retail
Building and scaling two distinct business models.
As co-founder, investor and director of BBLUNT, Tom Dawes ran the company through a period of explosive growth in its bricks-and-mortar salon business.
He subsequently led the product company through rapid online expansion, prior to its sale to Honasa Consumer, the parent company of Mamaearth.
Each phase presented a different strategic challenge: scaling a physical service business, then translating professional expertise into a consumer products proposition capable of growing online.
“I led BBLUNT through two very different phases of growth. Expanding the salon business and scaling the product company online required different commercial approaches, while preserving the expertise and customer trust at the heart of BBLUNT.”
Tom Dawes, Founder & Strategic Partner, Idea Factory
This experience shapes IF’s approach today: working from inside a business, connecting strategic decisions with the realities of operations, customers and growth.
Logic. Magic. Momentum.
Project Name
More case studies coming soon
