Creative fatigue is rarely solved by resizing the same execution. It is a signal that the account needs more distinct arguments, proofs, formats and customer situations feeding a deliberate learning system.
Distinguish fatigue from a weak idea
A strong concept that declines after meaningful delivery may be fatigued. An execution that never created response is not fatigued; it is unproven or unpersuasive. The remedy is different.
Map concepts before variants
Group ads by the underlying promise, problem, proof and audience situation. Colour, crop and opening-frame changes can look like volume while leaving the commercial argument unchanged.
Plan the learning cadence
Set a sustainable rate for new concepts, evidence-led iterations and format adaptation. Record what the work was trying to prove so the next brief inherits learning rather than only performance labels.
The decision to make next
Review performance at concept level, retire unsupported repetition and brief the next test around a different customer question or proof—not a cosmetic variation.