Why Recharm is better than Air for ad creative teams
Nov 27, 2025
⬆️ Watch this video overview ⬆️
If you are a creative strategist or a video editor, you know that "Digital Asset Management" (DAM) is usually a fancy word for "folders where videos go to die."
Many teams migrate to platforms like Air.inc hoping to solve the chaos of Dropbox. But while Air offers a prettier interface, it fundamentally remains a storage locker. It is designed to hold files, not to help you use them.
At Recharm, we realized that storing files and using files are two very different things. Here is why generalist platforms like Air fall short for performance marketing teams.
Recharm is a Fast Index; Air is Just Prettier Storage
The fundamental flaw of Air.inc is that it treats your video assets as files. It is essentially a cosmetic upgrade to Google Drive—better thumbnails, same problem.
The Air Reality:
You upload a 3GB video file. It sits there as a block.
To find a specific moment, you have to open the file, buffer it, and scrub through the timeline manually.
It is a library where you go to check things out.
The Recharm Difference: Recharm is not a storage locker; it is a search engine for your video content. We treat video as time-series data. We don't just store the file; we explode it.
We break videos down into hooks, testimonials, product shots, and B-roll.
You never have to scrub a timeline. You search for a moment, and you are taken directly to that millisecond.
The Tagging Gap: Why "Smart" AI Fails Creative Teams
Air sells "Smart AI," but for a performance marketing team, their AI is actually quite dumb. It scans for generic objects ("Tree," "Blue," "Smile"). This creates noise, not organization.
Recharm’s tagging is radically different because it is opinionated, customizable, and human-verified.
Precision That Matches Your Strategy Air’s generic tags are useless for a creative brief. Recharm builds a "Scene Model" based on your specific ad strategy. We don't just tag "Person"; we tag "Texture Swatch" or "Shade Match" because we know those are the shots that drive conversion for your brand.
The Dealbreaker: Creators and Products This is where Air falls apart for ad teams. Air does not automatically tag by Creator or Product. If you need "All hooks from Creator A about the Bronzer," Air demands you manually tag every single file yourself. Recharm automates this completely. We tag every clip by specific Creator and Product, allowing you to filter instantly for "Caroline + Bronzer + Hook."
Consistency vs. Chaos Because Air relies on generic AI or user input, tags are messy and inconsistent. Recharm uses a human-in-the-loop managed service. We enforce a strict taxonomy so that "Application Shot" always means "Application Shot." You can trust your search results 100% of the time.
Air’s Briefing Workflow is Broken
Air forces you into a workflow that kills velocity. To brief an editor, a strategist has to copy a link to a massive file and write manual notes like "Please use the section from 00:14 to 00:18."
It is slow, prone to error, and frustrating. It is a workflow built for 2015.
The Recharm Difference: Recharm allows for Deep Linking.
You highlight a specific sentence in a transcript or a visual hook.
You generate a link directly to that exact snippet.
The editor clicks the link and gets the exact timecode and the master file instantly. No manual timestamps, no miscommunication.
Air is Built for Bureaucracy; Recharm is Built for Ads
Ultimately, Air.inc is designed for Brand Governance. Its core features are about permissions, approval hierarchies, and locking down assets so people can't mess them up. It is built for IT directors and Brand Managers who want control.
Recharm is built for Creative Velocity.
We don't care about approval hierarchies; we care about how fast you can iterate.
We don't focus on "file permissions"; we focus on "concept feasibility."
We help you explore ideas in minutes and onboard new editors instantly because the library explains itself.
Don't settle for a prettier file folder. Get a Creative Operating System.