Question 1

What is an AI-native creative lab?

Accepted Answer

An AI-native creative lab uses artificial intelligence as the foundation of its creative production process, not as a bolt-on. At CTRL, AI handles generation and iteration while human strategists and creative technologists provide direction, quality assurance, and refinement.

Question 2

How does CTRL ensure quality and avoid AI slop?

Accepted Answer

Every CTRL deliverable passes through a three-lens QA framework: brand safety and accuracy, technical quality, and strategic alignment. Nothing reaches the client without passing all three checks. This structured quality gate is what separates CTRL from AI content mills.

Question 3

What is the Creative Control Spectrum?

Accepted Answer

The Creative Control Spectrum is CTRL's pricing and production model. Low Control means AI does 80-95% of the work with light human QA — ideal for social content and product stills. Medium Control blends AI with significant human craft. High Control means AI accelerates the early stages but human post-production delivers the final product — ideal for brand films and hero campaigns.

Question 4

How much does CTRL cost?

Accepted Answer

CTRL projects range from $1,500 AUD for fast social content packs to $60,000+ for full brand film production. The cost depends on the control tier your project needs. We provide a fixed-price scope of work before any project begins.

Question 5

Does CTRL work with clients in Australia and the UK?

Accepted Answer

Yes. CTRL operates across both Australia and the United Kingdom, with co-founders based in each market. We work remotely with clients in both regions and price in AUD or GBP depending on the client's location.

Questions, Answered

About CTRL

Working With Us

Quality & Process

Pricing & Commercial

Still have questions?

Questions, Answered

About CTRL

What is CTRL?

What makes CTRL different from a traditional agency?

What makes CTRL different from AI content tools like Canva or ChatGPT?

Working With Us

How does the Creative Control Spectrum work?

What does a typical project timeline look like?

How many revision rounds are included?

What do I need to provide to get started?

Quality & Process

How do you ensure quality and avoid AI slop?

What AI tools do you use?

Do I own the final creative?

Pricing & Commercial

How much does CTRL cost?

Do you require a deposit?

Do you work with clients outside Australia?

Still have questions?