TRIBE v2 — Creative Neural Scoring
Brain-simulated ad creative evaluation using Meta's predictive foundation model
Scored Creative
Vodyssey — Lifestyle Asset Group strategy call creative
Overall Neural Score
out of 100
Emotional arousal, valence, and salience processing
Active evaluation, reasoning, and decision processing
Speech comprehension and linguistic engagement
Memory encoding and narrative retention likelihood
Visual processing depth and attentional capture
Social cognition, face processing, and voice sensitivity
Neural Activation Timeline (7.5s)
| Time | Attention | Emotion | Cognition | Memory | Language | Social |
|---|---|---|---|---|---|---|
| 0.0s | -0.073 | +0.001 | -0.029 | -0.044 | -0.063 | -0.205 |
| 1.5s | -0.078 | -0.003 | -0.035 | -0.057 | -0.058 | -0.194 |
| 3.0s | -0.078 | -0.018 | -0.041 | -0.067 | -0.057 | -0.189 |
| 4.5s | -0.081 | -0.035 | -0.047 | -0.076 | -0.053 | -0.181 |
| 6.0s | -0.083 | -0.052 | -0.054 | -0.084 | -0.057 | -0.157 |
Values are z-scored mean activation across all vertices in each metric's brain region cluster. Positive = above baseline, negative = below.
Brain Region Mapping
Attention
Primary visual cortex (V1-V4), lateral occipital complex, fusiform gyrus
Emotion
Amygdala, insula, anterior cingulate, orbitofrontal cortex
Cognition
Dorsolateral prefrontal cortex, posterior parietal, precuneus
Memorability
Hippocampus, parahippocampal gyrus, retrosplenial cortex
Language
Broca's area, Wernicke's area, superior temporal sulcus
Social
Fusiform face area, superior temporal sulcus, temporoparietal junction
Pipeline
TRIBE v2 simulates fMRI BOLD responses across 20,484 cortical vertices using the Destrieux brain atlas. This creative was processed as a static image over 7.5 simulated seconds. The 0-100 scores are ROI-weighted composites mapped from raw activation values in each metric's brain region cluster.
Analysis
This creative scored highest on Emotion (45.2) — likely from the aspirational messaging ("Own a $2M Vacation Home"). Social (0.0) is expected — this is a text-and-graphic creative with no faces or people, so social cognition regions show no activation. The low Attention (23.7) and Memorability (29.0) suggest the visual composition is not gripping or distinctive. Overall score of 27.1 is below the model's typical range for static images — video ads with faces, motion, and dynamic scenes will likely score significantly higher.