Sunday Gravy's Co-founder Jack White has partnered with ex-Swisse marketer Ed Ring, and tech entrepreneur Sam Kroonenburg to launch new tech platform designed to empower businesses to produce high-quality, on-brand video and digital ads en masse and at speed.

According to its founders, Cuttable is user-friendly and enables in-house employees, even those without a tech background, to create entire campaigns quickly. The platform began as a prototype within Sunday Gravy and has since collaborated with leading Australian brands such as Catch.com.au, Nando’s, Medibank, Penfolds, Powershop, and DiDi.

"With the number of deliverables exploding on media plans as mediums like connected TV, digital OOH, and programmatic display expand, plus Meta, YouTube, and TikTok all requiring an increased number of ads to maximise ROI, agencies are struggling to keep up with the demand, and clients are feeling the squeeze of the added pressure to budget. This is the perfect time to reinvent the model with technology, and I'm excited to be at the forefront of this transformation with Cuttable," said Co-Founder and Co-CEO of Cuttable, Sam Kroonenburg.

Key features of the platform include designing videos tailored for brands and various platforms, instantly turning product catalogues into video ads, repurposing existing content, creating ads at scale, and publishing them directly.

"Ads on social platforms have changed the industry but the model hasn’t kept up - and Cuttable hopes to fix this. The 24/7 nature of social media creates immense pressure for brands to stay ‘always on’ with contextually relevant, on-brand advertising. With static budgets, it’s nearly impossible to manually produce the vast number of ads required," said Cuttable Co-founding CEO, Jack White.

"Today, we offer self-service, automated video and display ads with a quality usually reserved for brands that hire the industry's top professionals to manually create their ads. But instead of taking weeks or months it can be created in minutes or seconds... It’s essentially craft at scale," White said.

Cuttable is not designed to replace top creatives but to focus on tasks that agencies usually don't prioritise, allowing them to spend more time on 'hero' creative and brand work.

"We’re focusing on tasks that agencies usually don’t care so much about, enabling brands and their agencies to spend more time on the ‘hero’ creative and brand work, whilst unlocking new performance gains," said ex-Swisse marketer and Cuttable co-founder, Ed Ring.

"From an agency perspective, this marks an exciting time for creativity. A time where agencies can focus on creating impactful strategic campaigns, crafted by humans, that simply feed Cuttable. We're hoping the financial savings that Cuttable can create will be reinvested into the brand, creating bigger opportunities moving forward," said Ant White, Co-founder of Sunday Gravy and Creative Director.

Cuttable is currently developing its next AI-powered feature, tentatively named 'the brand brain'.

"Cuttable represents a new frontier in advertising, where technology and creativity converge to deliver unparalleled results," said Kroonenburg.