Act I · Stage 1 · Sales & Client Partner

The client call becomes the brief — live

Muninn sits in the KFC kickoff, captures it live, and turns the conversation into a brief, decisions and tracked commitments — catching a budget that doesn't match last month's call.

Live capture · Muninn · client-facing

REC · KFC Thailand × Fabulate — kickoff · 31:04

Pim · KFC TH

Sachin · Fabulate

Anong · KFC brand

Maya · Fabulate CM

Live caption

The brief · auto-extracted

ObjectiveTrial + buzz

AudienceUrban 18–29

ChannelTikTok-first

Go-liveMid-August

Budget฿2.4M

→ handed to the Strategy agent (Stage 2)

Commitments · tracked to closure

FabulatePresent 3 creator optionsFriOpen

KFCSend brand guidelinesTodayDone

FabulateConfirm final budgetOverdueAt risk

◆ Cross-meeting contradiction

Budget stated ฿2.4M today vs ฿1.8M in the Jun 3 scoping call — confirm before contracting.

Act I · Stage 2 · Client Partner

From that brief to a campaign strategy

The Strategy agent takes Muninn's brief and reads Cultural Intelligence — the live cultural conversations, and where KFC has permission to play — then maps the positioning.

Generated live · 6.2s

Strategic positioning

Own the late-night craving no one else is feeding.

Bangkok's 18–29s snack after midnight and share it. Competitors go quiet after 9pm — that's the window. "Double Down Dark" becomes the flavour-dare of the night shift.

01

Midnight Cravings

POV night-shift & study-session eats, shot dark & moody.

02

The Flavour Dare

Duet-bait "can you handle Dark?" challenge format.

03

Street Remix

Creators remix it into Bangkok street-food mashups.

Brief · targets

Impressions goal8.0M

Sentiment goal>70% pos

Budget฿2.4M

Go-liveMid-August

Cultural Intelligence · where KFC has permission to play connecting…

Act I · Stage 3 · Crown jewel

Simulate six weeks of the campaign — before spending

An agent-based swarm plays the campaign out week by week. Step the timeline to watch it build, then inject a PR crisis and see the trajectory bend.

SparQ Swarm · 840 agents

Week 6 / 6 · stable

drag nodes · scroll to zoom · dbl-click resets

Positive Neutral Negative Brand

Simulated weekly progression · net sentiment

Predicted outcome · week 6

Net sentiment

strong positive skew

+74%

Virality signal

duet / dare mechanics

Strong

Share of voice vs QSR

Thai market

61%

Risk flags

Message resonanceCLEAR

Cultural sensitivityCLEAR

Creator concentrationWATCH

◆ Auto-drafted mitigation playbook

Pause the flagged creator's post; issue holding statement within 90 min.
Amplify 3 positive counter-voices already in the shortlist.
Swap the dare-CTA for the "street remix" pillar for 48h.

Act II · Always-on monitoring · Campaign Manager

BrandSync watches the brand, competitors & share of voice — continuously

Always-on intelligence across every channel: brand health, competitor moves, sentiment and share of voice — so the campaign reacts before the market does.

BrandSync · live · updated 4m ago

38%Share of voice

2.4MAudience reach

3.5%Engagement rate

+6Sentiment · 7d

Share of voice · Thai QSR

38%KFC

KFC Thailand38%

McDonald’s TH31%

Burger King TH18%

Mo Burger13%

Competitor moves · 7-day Δ

McDonald’s TH▲ 3

Burger King TH— 0

Mo Burger▲ 4

Live alerts

Mo Burger launched a late-night promo — SOV +4pts this week

Your TikTok mentions +22% after the teaser drop

Night-time SOV gap vs McDonald’s narrowed to 7pts

Channel insights · KFC Thailand · owned + earned

ChannelReachEng.7-day Δ

TikTok1.8M5.2%▲ 22%

Instagram520K3.1%▲ 8%

Facebook210K1.4%▼ 3%

Weekly mentions · all channels

Sentiment · last 30 days

71% positive22% neutral7% negative

#มื้อดึกlate-nightflavour darevalue fatigue

Brand rules · live compliance guardrails

IncidentsCustom rules · 14

2◉ Active campaigns

3Safety blockers

7Suitability warnings

125Approved posts

Zinger Double Down Dark · @jjay_allday · TikTokGo to campaign →

!

INC-101 · Missing paid-partnership disclosure SafetyPre-publishBlocker

Draft submitted without #ad in the first two lines; the paid-partnership toggle is also off.

◷ 5m ago · Triggered by rule Thai paid-partnership disclosure

View postResolve

Zinger Double Down Dark · @sarayut_bunpakhom · InstagramGo to campaign →

▲

INC-102 · Alcohol visible on screen SuitabilityPost-publishWarning

A drink is visible on-table for ~1.5s. Fine for most feeds — flag for alcohol-restricted placements.

◷ 22m ago · Triggered by rule Alcohol & age-restricted context

View postResolve

Zinger Double Down Dark · @evejirayu · TikTokGo to campaign →

!

INC-103 · Competitor QSR mentioned in caption SafetyPre-publishBlocker

Caption references a rival chain by name — inside the category-exclusivity window for this campaign.

◷ 1h ago · Triggered by rule Category exclusivity · QSR

View postResolve

Act II · Stage 4 · Campaign Manager

Find the creators who'll actually move it

Discovery ranks the network against the brief — audience fit, past performance, brand-safety and availability — and explains every match.

2,410 screened · 5 shortlisted

Audience 18–29 ✓Bangkok ✓Brand-safe ✓Available Aug ✓Budget fit

JJ

@jjay_allday

61K · food & lifestyle

Top pick

3.2× median engagement, core 18–24 Bangkok base, proven with QSR launches.

Match 96→ Outreach

SB

@sarayut_bunpakhom

124K · food & lifestyle

Owns the exact "midnight craving" moment; small but hyper-engaged night audience.

Match 92

EJ

@evejirayu

56K · creator

Biggest reach; perfect for the "street remix" pillar. Slightly older skew.

Match 89

DR

@domonreview

42K · reel creator

High save-rate, aesthetic grid; strong for the hero first-bite shot.

Match 84

MW

@mawin_twp

1.1M · food & lifestyle

Authentic night-shift POV; niche but exactly on-message for the campaign.

Match 81

Act II · Stage 5 · Campaign Manager

An outreach agent works the whole shortlist

It studies each creator, drafts to their voice, picks the right channel, sends on a staggered schedule and tracks replies — pausing for your approval before anything goes out.

Outreach Agent · you approve sends

5Drafted

3Sent

2Opened

1Replied

Agent activity ● working

🔒 Nothing sends without your approval. The agent drafts, schedules and tracks — you click send.

@

Email

to talent@jjay.co

Opened

KFC "Double Down Dark" — a JJay-shaped brief 🌙

Hi team — JJay's midnight-eats series is exactly the energy for the Dark launch. 2× TikTok + 1× Reel in his night-market world, 14-day usage. Brief + rate inside.

Personalised · auto-drafted

W

via talent manager

Replied

Hey JJay! 🔥 KFC's late-night "Double Down Dark" drop is SO your 1am fuel vibe. Can I send the brief? Your dare format + midnight cravings 🙏

Positive intent · asked re: usage

f

On Fabulate

platform offer

Draft · awaiting you

Campaign invite · KFC Thailand

2× TikTok + 1× Reel · 14-day usage · delivery 6 days. Concept, moodboard & rate attached. Accept to open negotiation.

Personalised

Act II · Stage 6 · Campaign Manager

An agent negotiates — you approve the close

The negotiation agent bargains with the creator's manager — grounded in the pricing benchmark and your mandate — and pauses for your approval before it commits. On agreement it drafts the contract for e-signature.

Negotiation Agent · human-in-the-loop

JJ

@jjay_allday

61K TikTok · food & lifestyle · Bangkok

Your mandate · human-in-the-loop

Budget ceiling฿55,000

Must include14-day usage

Delivery≤ 7 days

Agent autonomyto ceiling · else escalate

Pricing benchmark

Base rate · 60K tier฿45,000

Engagement 3.2× median+ ฿6,000

Currently on 3 live deals+ ฿4,500

Repeat partner · 4th campaign− ฿4,000

14-day usage rights+ ฿2,500

Fair-value range฿52K–54K

Act III · Stage 7 · Creator

The concept — with AI reference cuts to shoot against

The brief agent turns strategy into a shootable concept, then generates sample videos so the creator sees exactly the hook, hero shot and grade to match.

Concept · v1

Creative concept

"Can You Handle the Dark?"

A midnight first-bite dare at a Bangkok night market. JJay unboxes the Double Down Dark under neon, takes the crunch, then dares the next creator — built for duets.

Shot beats

1

Hook — neon close-up, "it's 1am and I need this…" 0–2s

2

The reveal — unbox the Double Down Dark, steam rising 2–6s

3

The bite — ASMR crunch, slow push-in 6–11s

4

The dare — "@ your friend — can you handle Dark?" 11–15s

AI reference cuts · what good looks like — and what to avoid

Auto-generated from the concept — the creator matches the good cuts' framing, pace and colour, and steers clear of the flagged mistakes. No long brief to read.

Deliverables

→ sent to render (Stage 8)

Act III · Stage 8 · Creator

The brief, rendered — creator output

One brief becomes a whole content set: ten ready-to-post vertical cuts, rendered across four UGC archetypes — testimonial, unboxing, daily-routine and problem→solution — a fraction of the shoots.

Fabulate render · 10 cuts · $14.85

This cut

The batch · one brief → 10 cuts

10cuts

4archetypes

15seach · 9:16

$14.85total render

Selfie testimonialUnboxingDaily routineProblem→solution

9:16 TH9:16 EN1:116:96s cutdown

→ every cut sent to compliance (Stage 9)

Act III · Stage 9 · Trust

Then the AI polices its own output

A multimodal model watches each cut and scores it against the brief's creative requirements and the Moderation Studio's brand-safety categories — and you can ask the agent anything about the clip.

Fabulate · multimodal video scan

Ask the agent about this clip

Backstage · behind the curtain

One brain, two ravens — Odin runs the studio too

Fabulate's AI isn't only in the product. A shared brain — Odin — sits beneath it, with two ravens flying out and reporting back: one facing clients, one facing the build team. Engineer-led, always human-reviewed.

Odin · the brain · two ravens

🔒 Humans govern · agents execute. Every delegated action stays visible, reversible, and gated by a person — the same rule across the campaign and the studio.

Odinthe brain

One reasoning core beneath both the product and the studio. The ravens fly out, gather, and report back to Odin — which keeps a single view of the whole picture.

shipping

Muninnmemory · client-facing

Lives in the client's world — sits in the call, remembers every decision and commitment, and turns the conversation into the brief. The Fabulate face clients meet (you saw it in Act I).

shipping

Huginnthought · tech-facing

Faces the build team — reasons over Slack + Scrum through Gist and, overnight, fixes bugs, scaffolds boilerplate and opens PRs for humans to merge.

prototype

Gist · the shared context prototype

One working context, fed bottoms-up.

Gist digests Slack, Scrum and docs into a single shared context every agent — and every person — pulls from. No one re-explains the state of play.

SlackScrum / JiraDocsFigmaCodebase

Huginn · last night's run

🔒 Agents open PRs; humans merge. Same human-in-the-loop guardrail as the campaign side.

Also in the fleet

Design agentshipping

Code-review agentshipping

Huginn build agentprototype