A partnership concept for Lars and the Surfside team

Surfside knows what they bought.Ritual makes what they watch.

You built the ad system for the 75% of retail the big five ignore. The last missing piece is the ad itself. Here are two ways Ritual Ads® and Surfside make money together, and a commercial we made for you to prove it.

Watch your commercial See the two plays
01  What we admire

You wired up the Retail Majority.

Most advertising goes to the same few platforms. Most purchases happen somewhere else. At the corner store, the independent dispensary, the specialty grocer. Surfside connected that world and made it measurable. Verified, not modeled.

10,000+
independent and regional retailers on AdvertisingOS™
$30B+
in annual transactions, straight from the register
31M+
transactions every month, 25K+ attributes per shopper
300+
brands already running campaigns measured by sales

The audience is verified. The outcome is verified. The creative is still a guess.

The brands that win in independent retail are rarely the ones with a production budget. Craft spirits, regional CPG, cannabis house brands, a fourth-generation grocer. They show up with a product shot and a logo. That caps them at static placements, keeps them out of CTV and in-store video, and leaves your highest-value inventory waiting on an asset that never arrives.

Ritual closes that gap. Cinematic, broadcast-ready commercial creative, produced in days, in every format your network runs.

Retail media spend5 retailers
95%
U.S. retail salesEveryone else
25%75% · The Retail Majority
Source: Surfside. The money has not caught up to the buying. Great creative is how a challenger brand earns its way onto the screen.
02  Sample output

We made Surfside a commercial. Nobody asked.

Thirty seconds, written from your own positioning. One brief went into the Ritual Engine. One click. This film came out. Picture, performances, voiceover, score and sound design were generated together in a single pass.

Surfside
Be where the buying happens.
Title
"Everywhere Else" :30
Made with
One click on the Ritual Engine
Shoot days, editors, retouchers
Zero
Status
Raw first pass
As you see it

Untouched by human hands.

No shoot. No crew. No editor. No colorist. No retouching. What you are watching is exactly what the Engine delivered, start to finish. For most brands in the Retail Majority, that is already the best commercial they have ever had, and it took one click.

When the stakes rise

Fortune 500 control, on demand.

The same film opens up shot by shot. Recast a face. Relight a scene. Rewrite a line. Lock the product and the logo to the pixel. Route every frame through brand and legal approval. It is the control we bring to work for Reebok and Pizza Hut, there whenever a campaign calls for it.

"Most advertising goes to the same five places. Most buying happens everywhere else. At the corner store. The bottle shop. The grocery store that knows your name. Ten thousand independent retailers. Real shoppers, buying real things, every day. Surfside. Be where the buying happens."

03  The partnership

Two plays. One loop.

One brings creative into your platform. The other brings demand into it. Each works alone. Together they compound.

Play one

Ritual inside AdvertisingOS™

A "Create with Ritual" step in your campaign flow. When a brand or retailer arrives without creative, they no longer stall or settle for a banner. They brief it, approve it and launch it without leaving Surfside.

  • New revenueEvery advertiser without video becomes a video advertiser. Creative is sold as a line item on the same IO, with a share to Surfside.
  • Bigger budgetsCTV, in-store screens and social open up the moment a brand has a :15 and a :30 in hand.
  • Faster startsDays from signed to live. Product, SKU and retailer context flow in from the campaign, so the brief writes itself.
  • Better ROASVariants by audience, store and season instead of one asset run into the ground.
  AdvertisingOS · New campaign Concept
Audience
Bought craft whiskey, 90 daysLapsed 60+ days214 stores · TX, CO
Channels
On-siteIn-store screensCTVSocial
Creative
Upload assetsVideo, animated, static
Create with RitualCinematic spot + variants in days
Brand approved · Retailer blocklist checkedLaunch
Play two

Surfside inside the Ritual Engine

Ritual's Broadcast Studio already deploys finished spots to streaming TV. We add Surfside as a destination. Our brand customers finish a commercial and buy your purchase-verified audiences in the same breath, with sales measurement coming back to the same screen.

  • New demandEnterprise brands across QSR, CPG, beverage and retail, arriving with creative already approved and budget already attached.
  • Zero frictionNo new login, no new vendor review for the buyer. Surfside is a checkbox with a sales-lift promise next to it.
  • A sharper pitch"Made for this shopper, shown to this shopper, measured at this register." Very few creative platforms can say that.
  • Clean economicsMedia runs on your rails at your rates. Ritual takes its standard platform fee on managed media.
  Ritual Engine · Broadcast Studio Concept
Spot
Holiday Reserve :30 · 6 variants · Approved
Where should this run?
Streaming TVReach
Surfside · The Retail MajorityPurchase-verified
Measured by sales
SocialReach
Surfside audience
Category buyersNew to brandCompetitor switchers
Reports: incremental sales, ROAS, new to brandDeploy
04  Why it compounds

Your sales data becomes the next brief.

Most creative is judged by clicks and opinions. On Surfside it can be judged by what sold, at which store, to whom. That signal goes straight back into the Ritual Engine, and the next round of creative starts smarter than the last.

Surfside

Signal

What is selling, where, and to which shoppers.

Ritual

Brief

The Engine turns that signal into a creative brief.

Ritual

Creative

A hero spot and variants by audience, store and format.

Surfside

Activation

On-site, in-store, off-site, CTV. In-stock products only.

Surfside

Sales

Holdout-tested lift by SKU. Winners get multiplied.

05  How your customers buy it

Packaged as Shelf to Screen.

One name your sellers can say in a sentence. Three ways in, all sold on a Surfside IO with media attached, all measured the way you already measure. Working titles, yours to rename.

For brands without video

Launch

The first commercial a challenger brand has ever had, live on Surfside in days.

  • One cinematic hero spot, :30 and :15
  • Cutdowns for on-site, in-store, CTV and social
  • Brand and compliance approval built in
  • Bundled with a Surfside starter campaign
Think: a craft distiller, a regional snack brand, a new cannabis SKU.
For brands scaling on Surfside

Always On

Fresh creative every month, steered by what your sales data says is working.

  • Monthly refresh driven by SKU-level results
  • Ritual Multiplier turns each winner into dozens of variants
  • Seasonal, regional and retailer-specific versions
  • One report: creative, media and sales lift together
Think: a top-50 Surfside advertiser fighting creative fatigue.
For your retailers

Retailer Studio

Store-brand and house-brand spots for the retailers in your network, funded by brand co-op.

  • Store openings, house brands, loyalty pushes
  • Co-branded spots featuring sponsoring brands
  • In-store screen loops that look like national TV
  • A new reason for retailers to choose Surfside
Think: Common Citizen's 5.5x house-brand lift, with a commercial behind it.

Pricing and revenue share intentionally left open. We would rather shape them with you around real advertisers than guess.

06  Proof

The craft big brands trust, at the speed small brands need.

Ritual Ads is a cinematic intelligence studio, powered by Ritual Engine. AI-assisted, human-directed, brand-controlled. Led by a former Vice President of the Producers Guild of America.

Reebok
Pizza Hut
Shopify
Neiman Marcus
Martha Stewart
Temple & Webster
Champion
Minty
Pizza HutSpec ad. Made by a Ritual intern on the Ritual Engine. That is how approachable this is.
Temple & WebsterRetail :30
Martha StewartElm Biosciences product launch
EarnIn × La La Anthony"Payday Is Every Day"
MintyCommerce :15 for CTV and online video
Reebok × Angel ReeseBehind the scenes
Sold out in hours

Reebok's Angel Reese launch. Campaign delivered in four days.

1.5M daily impressions

Martha Stewart product launch. Zero practical sets.

Work of the Week

Pizza Hut Australia, named by LBB after a national rollout across TV, out-of-home, digital and social.

"You know you are on to something special when you can tell the creatives are having fun along the way & the board room's reactions are quiet (& loud!) sniggers & snorts….pure joy!" jnr. / Clockwork · on the Pizza Hut Australia pitch

Built for regulated shelves

Cannabis and alcohol creative lives or dies on rules that change by state. Every Ritual spot is human-directed, with brand and compliance approvals in the workflow before anything ships.

Model-agnostic by design

50+ video, image and audio models in one governed workspace. No training on customer data. Licensed music and sound. Your advertisers get the best tool for each shot without managing any of them.

Easy to plug in

The Ritual Engine already connects to other platforms through its MCP server and Broadcast Studio. A Surfside integration can start as a handoff and grow into a native step.

07  Next steps

Start small. Prove it at the register.

Pick three

You name three advertisers or retailers who have budget and no video. We make each of them a spec spot like the one above.

Run it

Launch on Surfside against a matched holdout. Let sales lift decide whether creative earns its place in your flow.

Package it

Turn the results into Shelf to Screen, wire up both integrations, and take it to your full book and ours.

Be where the buying happens. Look like it, too.

Thanks for the conversation, Lars. Let's pick the first three.

Email Jethro Explore the Ritual Engine