arkaos 4.26.0 → 4.28.0

package/departments/marketing/skills/ad-creative/SKILL.md

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+---
+name: mkt/ad-creative
+description: >
+  Generate, iterate, or scale ad creative — headlines, descriptions,
+  primary text, or full ad variations — for any paid advertising platform.
+  Produz ad copy à escala e itera com base em dados de performance reais.
+  TRIGGER: "ad copy variations", "ad creative", "generate headlines", "RSA
+  headlines", "bulk ad copy", "ad iterations", "creative testing", "ad
+  performance optimization", "write me some ads", "Facebook ad copy",
+  "Google ad headlines", "LinkedIn ad text", "static ads", "static ad
+  concepts", "ad templates", "iMessage ad", "chat reveal ad", "fake DM ad",
+  "ChatGPT ad", "Apple Notes ad", "AirDrop ad", "creative strategy",
+  "creative roadmap", "creative retro", "hook writing", "creative review
+  page", "present ad creative for approval", "motion video ad", "faceless
+  video ad", "animated explainer ad", "motion collage ad", "I need more ad
+  variations", "/mkt ad-creative". SKIP: campaign strategy, targeting, and
+  budgets -> mkt/paid-campaign (this produces the creative, that runs the
+  campaign); landing page copy where the ad traffic lands ->
+  landing/copy-framework.
+allowed-tools: [Read, Write, Edit, Bash, Grep, Glob, Agent, WebFetch, WebSearch]
+metadata:
+  origin: community
+  source: https://github.com/coreyhaines31/marketingskills
+  license: MIT
+---
+
+<!-- arka:kb-first-prefix begin -->
+> **KB-first:** query `mcp__obsidian__search_notes` (and
+> `mcp__graphify__query_graph` when configured) and cite `[[wikilinks]]`
+> or graph nodes — or declare the gap — BEFORE any external research.
+> Full doctrine: `arka/SKILL.md` (KB-First Research).
+<!-- arka:kb-first-prefix end -->
+
+# Ad Creative — `/mkt ad-creative`
+
+> **Agent:** Pedro (Performance Marketer / Paid Specialist) | **Frameworks:** Schwartz 5 Levels of Awareness, AIDA, Direct Response
+
+You are an expert performance creative strategist. Your goal is to generate high-performing ad creative at scale — headlines, descriptions, and primary text that drive clicks and conversions — and iterate based on real performance data.
+
+## Before Starting
+
+**Context:** read the product marketing context first —
+`WizardingCode/Marketing/product-marketing.md` in Obsidian (KB-first),
+else the project-local `.agents/product-marketing.md`. If neither exists,
+offer to run `/mkt product-marketing`. Use that context and only ask for
+information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Platform & Format
+- What platform? (Google Ads, Meta, LinkedIn, TikTok, Twitter/X)
+- What ad format? (Search RSAs, display, social feed, stories, video)
+- Are there existing ads to iterate on, or starting from scratch?
+
+### 2. Product & Offer
+- What are you promoting? (Product, feature, free trial, demo, lead magnet)
+- What's the core value proposition?
+- What makes this different from competitors?
+
+### 3. Audience & Intent
+- Who is the target audience?
+- What stage of awareness? (Problem-aware, solution-aware, product-aware)
+- What pain points or desires drive them?
+
+### 4. Performance Data (if iterating)
+- What creative is currently running?
+- Which headlines/descriptions are performing best? (CTR, conversion rate, ROAS)
+- Which are underperforming?
+- What angles or themes have been tested?
+
+### 5. Constraints
+- Brand voice guidelines or words to avoid?
+- Compliance requirements? (Industry regulations, platform policies)
+- Any mandatory elements? (Brand name, trademark symbols, disclaimers)
+
+---
+
+## How This Skill Works
+
+This skill supports four modes:
+
+### Mode 1: Generate from Scratch
+When starting fresh, you generate a full set of ad creative based on product context, audience insights, and platform best practices.
+
+### Mode 2: Iterate from Performance Data
+When the user provides performance data (CSV, paste, or API output), you analyze what's working, identify patterns in top performers, and generate new variations that build on winning themes while exploring new angles.
+
+The core loop:
+
+```
+Pull performance data → Identify winning patterns → Generate new variations → Validate specs → Deliver
+```
+
+### Mode 3: Scaled Static Batches (Grounded)
+For recurring static ad production at volume (e.g., 50 concepts per batch), work from a **grounded inputs corpus** and the [static ad template library](references/static-ad-templates.md). Every concept must trace to real source material — see "Grounded Inputs" below. To run this on a daily or weekly cadence, see the daily-creative-drop loop in **marketing-loops**. To present a batch for client or stakeholder approval, produce a [creative review page](references/creative-review-page.md).
+
+### Mode 4: Creative Strategy Loop
+For deciding **which ads are worth making before making them**: synthesize three signal sources (account performance, customer language, external organic) into evidence-ranked concepts, branch the creative mix on account state (exploration vs. scaling), maintain a capacity-checked roadmap with production tiers, and run a monthly retro that feeds the next slate. The full system lives in [references/creative-roadmap.md](references/creative-roadmap.md); for hook generation and funnel-stage diagnosis inside any mode, load [references/hook-system.md](references/hook-system.md).
+
+---
+
+## Grounded Inputs
+
+Most AI ad generation fails on input grounding, not output quality: ungrounded generation produces plausible-sounding ads based on training data, not on what converts for this brand. For scaled production (Mode 3), maintain a durable inputs corpus:
+
+```
+inputs/
+  winning-ads/   10-20 screenshots of the highest-performing ads from the last 90 days
+  reviews/       50-100 customer reviews (Trustpilot, G2, Amazon, App Store) as .md/.txt
+  comments/      Top comments from existing ad campaigns — objections, unprompted praise, customer-raised angles
+brand/           Brand voice doc, hex codes, logo, product/screenshot assets
+outputs/         Dated batch folders (outputs/YYYY-MM-DD/)
+```
+
+**Why each input matters:**
+- **Winning ads** carry the hooks, structures, and angles already proven for this brand
+- **Reviews** carry the exact language buyers use for pain, transformation, and unexpected benefits — pull copy from them verbatim rather than paraphrasing
+- **Ad comments** are the most-skipped and highest-value input: objections ("but does it work for X?") become FAQ Card ads, and unprompted praise surfaces angles you didn't write
+
+**Grounding rules:**
+- Every concept cites its source (which review, winning ad, or comment it traces to)
+- No invented claims, stats, or testimonials — ever
+- If `inputs/winning-ads/` or `inputs/reviews/` is empty, stop and ask the user to populate it before generating. Do not generate ungrounded concepts as a fallback.
+- Inputs decay: refresh `inputs/winning-ads/` as new ads scale; refresh `inputs/reviews/` and `inputs/comments/` monthly
+
+---
+
+## Platform Specs
+
+Platforms reject or truncate creative that exceeds these limits, so verify every piece of copy fits before delivering.
+
+### Google Ads (Responsive Search Ads)
+
+| Element | Limit | Quantity |
+|---------|-------|----------|
+| Headline | 30 characters | Up to 15 |
+| Description | 90 characters | Up to 4 |
+| Display URL path | 15 characters each | 2 paths |
+
+**RSA rules:**
+- Headlines must make sense independently and in any combination
+- Pin headlines to positions only when necessary (reduces optimization)
+- Include at least one keyword-focused headline
+- Include at least one benefit-focused headline
+- Include at least one CTA headline
+
+### Meta Ads (Facebook/Instagram)
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Primary text | 125 chars visible (up to 2,200) | Front-load the hook |
+| Headline | 40 characters recommended | Below the image |
+| Description | 30 characters recommended | Below headline |
+| URL display link | 40 characters | Optional |
+
+### LinkedIn Ads
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Intro text | 150 chars recommended (600 max) | Above the image |
+| Headline | 70 chars recommended (200 max) | Below the image |
+| Description | 100 chars recommended (300 max) | Appears in some placements |
+
+### TikTok Ads
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Ad text | 80 chars recommended (100 max) | Above the video |
+| Display name | 40 characters | Brand name |
+
+### Twitter/X Ads
+
+| Element | Limit | Notes |
+|---------|-------|-------|
+| Tweet text | 280 characters | The ad copy |
+| Headline | 70 characters | Card headline |
+| Description | 200 characters | Card description |
+
+For detailed specs and format variations, see [references/platform-specs.md](references/platform-specs.md).
+
+---
+
+## Generating Ad Visuals
+
+**For static ad structure**, use the 15-template library in [references/static-ad-templates.md](references/static-ad-templates.md) — layout frameworks (Us vs. Them, Stat Callout, Review Card, Before/After, Founder Message, FAQ Card, and more) with copy slots, DTC and SaaS examples, and per-concept output format. Cycle through all 15 rather than clustering on favorites: template diversity is angle diversity.
+
+**For iOS-native reveal video ads** — iMessage chat reveals (scripted thread unfolds bubble-by-bubble: screenshot hook → friend asks "what app is that?" → brand + promo code reveal → end card), ChatGPT reveals (typed question → streaming answer), Apple Notes reveals (a confessional note typed live), and AirDrop reveals (an incoming share where the accept-tap is the reveal) — see [references/imessage-video-ads.md](references/imessage-video-ads.md) for surface selection, the six concept angles, script and pacing rules, production routes (off-the-shelf, Playwright + ffmpeg pipeline, Remotion), craft details that sell the illusion, and the grounding/compliance rules for dramatized conversations (strictest for fabricated AI answers).
+
+**For faceless motion-style video ads** — fully generated 15–45s concept/explainer videos (styled poster stills → image-to-video "living" motion → TTS narration → word-timed captions; roughly $3–6 and ~15 minutes per finished video) — see [references/motion-video-ads.md](references/motion-video-ads.md) for the provider-agnostic pipeline, a nine-style visual library with fill-in prompt formulas — five characterful looks (screen-print collage, flat vector explainer, papercraft diorama, pop-art comic, claymation) plus four brand-flexible token-driven styles (monoline editorial, Swiss typographic, wireglow, duotone screenprint) driven by a brand-slots contract (FIELD / INK / ACCENT / TYPE FEEL) — the motion prompt formula, and hard-earned QC gotchas (maker-hands intrusion, final-two-seconds drift, caption/label collision, TTS/whisper sound-alikes).
+
+For image and video generation tools, see [references/generative-tools.md](references/generative-tools.md) for the complete guide covering:
+
+- **Image generation** — Nano Banana Pro (Gemini), Flux, Ideogram for static ad images
+- **Video generation** — Veo, Kling, Runway, Sora, Seedance, Higgsfield for video ads
+- **Voice & audio** — ElevenLabs, OpenAI TTS, Cartesia for voiceovers, cloning, multilingual
+- **Code-based video** — Remotion for templated, data-driven video at scale
+- **Platform image specs** — Correct dimensions for every ad placement
+- **Cost comparison** — Pricing for 100+ ad variations across tools
+
+**Recommended workflow for scaled production:**
+1. Generate hero creative with AI tools (exploratory, high-quality)
+2. Build Remotion templates based on winning patterns
+3. Batch produce variations with Remotion using data feeds
+4. Iterate — AI for new angles, Remotion for scale
+
+---
+
+## Generating Ad Copy
+
+### Step 1: Define Your Angles
+
+Before writing individual headlines, establish 3-5 distinct **angles** — different reasons someone would click. Each angle should tap into a different motivation.
+
+**Common angle categories:**
+
+| Category | Example Angle |
+|----------|---------------|
+| Pain point | "Stop wasting time on X" |
+| Outcome | "Achieve Y in Z days" |
+| Social proof | "Join 10,000+ teams who..." |
+| Curiosity | "The X secret top companies use" |
+| Comparison | "Unlike X, we do Y" |
+| Urgency | "Limited time: get X free" |
+| Identity | "Built for [specific role/type]" |
+| Contrarian | "Why [common practice] doesn't work" |
+
+### Step 2: Generate Variations per Angle
+
+For each angle, generate multiple variations. Vary:
+- **Word choice** — synonyms, active vs. passive
+- **Specificity** — numbers vs. general claims
+- **Tone** — direct vs. question vs. command
+- **Structure** — short punch vs. full benefit statement
+
+### Step 3: Validate Against Specs
+
+Before delivering, check every piece of creative against the platform's character limits. Flag anything that's over and provide a trimmed alternative.
+
+### Step 4: Organize for Upload
+
+Present creative in a structured format that maps to the ad platform's upload requirements.
+
+---
+
+## Iterating from Performance Data
+
+When the user provides performance data, follow this process:
+
+### Step 1: Analyze Winners
+
+Look at the top-performing creative (by CTR, conversion rate, or ROAS — ask which metric matters most) and identify:
+
+- **Winning themes** — What topics or pain points appear in top performers?
+- **Winning structures** — Questions? Statements? Commands? Numbers?
+- **Winning word patterns** — Specific words or phrases that recur?
+- **Character utilization** — Are top performers shorter or longer?
+
+### Step 2: Analyze Losers
+
+Look at the worst performers and identify:
+
+- **Themes that fall flat** — What angles aren't resonating?
+- **Common patterns in low performers** — Too generic? Too long? Wrong tone?
+
+### Step 3: Generate New Variations
+
+Create new creative that:
+- **Doubles down** on winning themes with fresh phrasing
+- **Extends** winning angles into new variations
+- **Tests** 1-2 new angles not yet explored
+- **Avoids** patterns found in underperformers
+
+### Step 4: Document the Iteration
+
+Track what was learned and what's being tested:
+
+```
+## Iteration Log
+- Round: [number]
+- Date: [date]
+- Top performers: [list with metrics]
+- Winning patterns: [summary]
+- New variations: [count] headlines, [count] descriptions
+- New angles being tested: [list]
+- Angles retired: [list]
+```
+
+---
+
+## Writing Quality Standards
+
+### Headlines That Click
+
+**Strong headlines:**
+- Specific ("Cut reporting time 75%") over vague ("Save time")
+- Benefits ("Ship code faster") over features ("CI/CD pipeline")
+- Active voice ("Automate your reports") over passive ("Reports are automated")
+- Include numbers when possible ("3x faster," "in 5 minutes," "10,000+ teams")
+
+**Avoid:**
+- Jargon the audience won't recognize
+- Claims without specificity ("Best," "Leading," "Top")
+- All caps or excessive punctuation
+- Clickbait that the landing page can't deliver on
+
+### Descriptions That Convert
+
+Descriptions should complement headlines, not repeat them. Use descriptions to:
+- Add proof points (numbers, testimonials, awards)
+- Handle objections ("No credit card required," "Free forever for small teams")
+- Reinforce CTAs ("Start your free trial today")
+- Add urgency when genuine ("Limited to first 500 signups")
+
+---
+
+## Output Formats
+
+### Standard Output
+
+Organize by angle, with character counts:
+
+```
+## Angle: [Pain Point — Manual Reporting]
+
+### Headlines (30 char max)
+1. "Stop Building Reports by Hand" (29)
+2. "Automate Your Weekly Reports" (28)
+3. "Reports Done in 5 Min, Not 5 Hr" (31) <- OVER LIMIT, trimmed below
+   -> "Reports in 5 Min, Not 5 Hrs" (27)
+
+### Descriptions (90 char max)
+1. "Marketing teams save 10+ hours/week with automated reporting. Start free." (73)
+2. "Connect your data sources once. Get automated reports forever. No code required." (80)
+```
+
+### Bulk CSV Output
+
+When generating at scale (10+ variations), offer CSV format for direct upload:
+
+```csv
+headline_1,headline_2,headline_3,description_1,description_2,platform
+"Stop Manual Reporting","Automate in 5 Minutes","Join 10K+ Teams","Save 10+ hrs/week on reports. Start free.","Connect data sources once. Reports forever.","google_ads"
+```
+
+### Static Batch Output (Mode 3)
+
+For scaled static batches, save to a dated folder with an index:
+
+```
+outputs/YYYY-MM-DD/
+  INDEX.md        # every concept: template type + grounding source, scannable in 2 min
+  concepts/       # one .md per concept: headline, body, visual description, image prompt, grounding
+  images/         # generated images, if an image tool is configured
+```
+
+Per-concept format is defined in [references/static-ad-templates.md](references/static-ad-templates.md). The human workflow this supports: open the folder, scan INDEX.md, pick the best 5-10 for testing — picking 5 winners from 50 concepts yields better creative than picking 5 from 10.
+
+### Creative Review Page (client / stakeholder approval)
+
+When a person who isn't you needs to review and pick — a client, a partner, a stakeholder — produce a **creative review page**: a self-contained HTML artifact that presents each concept as an in-feed platform mockup (Instagram/Facebook, with a whitelist-handle toggle), breaks carousels into a labeled frame-by-frame storyboard, lets them toggle headline/copy variations, and discloses what's grounded in real assets. It's the visual upgrade to INDEX.md — a decision made off one link instead of by reading markdown. The template ships at [assets/creative-review-template.html](assets/creative-review-template.html) (one file, no build, hostable anywhere); populate its `DATA` object from your generated concepts. Full data model, grounding rules (the disclosure block is required), and delivery in [references/creative-review-page.md](references/creative-review-page.md).
+
+### Iteration Report
+
+When iterating, include a summary:
+
+```
+## Performance Summary
+- Analyzed: [X] headlines, [Y] descriptions
+- Top performer: "[headline]" — [metric]: [value]
+- Worst performer: "[headline]" — [metric]: [value]
+- Pattern: [observation]
+
+## New Creative
+[organized variations]
+
+## Recommendations
+- [What to pause, what to scale, what to test next]
+```
+
+---
+
+## Batch Generation Workflow
+
+For large-scale creative production (Anthropic's growth team generates 100+ variations per cycle):
+
+### 1. Break into sub-tasks
+- **Headline generation** — Focused on click-through
+- **Description generation** — Focused on conversion
+- **Primary text generation** — Focused on engagement (Meta/LinkedIn)
+
+### 2. Generate in waves
+- Wave 1: Core angles (3-5 angles, 5 variations each)
+- Wave 2: Extended variations on top 2 angles
+- Wave 3: Wild card angles (contrarian, emotional, specific)
+
+### 3. Quality filter
+- Remove anything over character limit
+- Remove duplicates or near-duplicates
+- Flag anything that might violate platform policies
+- Ensure headline/description combinations make sense together
+
+---
+
+## Common Mistakes
+
+- **Writing headlines that only work together** — RSA headlines get combined randomly
+- **Ignoring character limits** — Platforms truncate without warning
+- **All variations sound the same** — Vary angles, not just word choice
+- **No CTA headlines** — RSAs need action-oriented headlines to drive clicks; include at least 2-3
+- **Generic descriptions** — "Learn more about our solution" wastes the slot
+- **Iterating without data** — Gut feelings are less reliable than metrics
+- **Generating without grounding** — Ungrounded concepts read like every other ad in the feed; feed the skill winning ads, reviews, and comments first
+- **Skipping the comments input** — Ad comments hold the objections and angles customers raise themselves; those usually convert best
+- **Testing too many things at once** — Change one variable per test cycle
+- **Retiring creative too early** — Allow 1,000+ impressions before judging
+
+---
+
+## Tool Integrations
+
+For pulling performance data and managing campaigns, see the [tools registry](../../tools/REGISTRY.md).
+
+| Platform | Pull Performance Data | Manage Campaigns | Guide |
+|----------|:---------------------:|:----------------:|-------|
+| **Google Ads** | `google-ads campaigns list`, `google-ads reports get` | `google-ads campaigns create` | [google-ads.md](../../tools/integrations/google-ads.md) |
+| **Meta Ads** | `meta-ads insights get` | `meta-ads campaigns list` | [meta-ads.md](../../tools/integrations/meta-ads.md) |
+| **LinkedIn Ads** | `linkedin-ads analytics get` | `linkedin-ads campaigns list` | [linkedin-ads.md](../../tools/integrations/linkedin-ads.md) |
+| **TikTok Ads** | `tiktok-ads reports get` | `tiktok-ads campaigns list` | [tiktok-ads.md](../../tools/integrations/tiktok-ads.md) |
+
+### Workflow: Pull Data, Analyze, Generate
+
+```bash
+# 1. Pull recent ad performance
+node tools/clis/google-ads.js reports get --type ad_performance --date-range last_30_days
+
+# 2. Analyze output (identify top/bottom performers)
+# 3. Feed winning patterns into this skill
+# 4. Generate new variations
+# 5. Upload to platform
+```
+
+---
+
+## Related ArkaOS skills
+
+- **`mkt/paid-campaign`** — campaign strategy, targeting, budgets, and optimization (the creative here fills those campaigns).
+- **`mkt/marketing-loops`** — run static batch generation on a recurring cadence (the daily-creative-drop loop).
+- **`mkt/customer-research`** — mine reviews and comments when building the grounded inputs corpus.
+- **`landing/copy-framework`** — landing page copy where the ad traffic lands.
+- **`mkt/ab-test`** — structure creative tests with statistical rigor.
+- **`mkt/marketing-psychology`** — psychological principles behind high-performing creative.

package/departments/marketing/skills/ad-creative/references/creative-review-page.md

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+# The Creative Review Page
+
+A shareable, self-contained web page that presents generated ad concepts for a client or stakeholder to **review and pick** — the visual upgrade to `INDEX.md`. Where the markdown outputs are built for the operator, the review page is built for the person approving the spend: it shows each concept as an in-feed platform mockup, breaks carousels into a labeled frame-by-frame storyboard, lets them toggle copy variations, and discloses what's grounded in real assets.
+
+The template ships at [assets/creative-review-template.html](../assets/creative-review-template.html). It's one file — inline CSS and JS, no build, no dependencies, no network. Open it locally, host it on any static host (Vercel/Netlify/GitHub Pages), or hand off the `.html` file directly.
+
+## When to produce one
+
+- **Presenting a batch for approval** — after Mode 1 or Mode 3 generation, package the top concepts into a review page instead of (or alongside) `INDEX.md`. Picking 5 of 50 is a *visual* decision; a client shouldn't have to read markdown to make it.
+- **Pitching a whitelist / co-branded partnership** — the format the source pattern was built for: show the partner exactly what the ad looks like under each handle, with the rollout mechanics spelled out.
+- **A monthly slate review** (Mode 4) — render the slate's concepts so the account-state call and the pick happen off one link.
+
+Don't produce one for a single headline tweak or a quick internal gut-check — the markdown output is faster. Reach for the review page when a human who isn't you needs to choose.
+
+## How it's built
+
+The template renders entirely from a JSON block near the top of the file — `<script type="application/json" id="review-data">`. Populate it from your generated concepts and everything else renders — tabs, previews, storyboard, copy panel. You do not edit the render code below the data block. The annotated model below is shown with `//` comments for readability; **the file itself is strict JSON** — no comments, no trailing commas (see "Populating the data safely").
+
+### Data model
+
+```jsonc
+{
+  project: {
+    brand: "Truvani",              // required
+    agency: "Light Labs",          // optional — adds the co-brand line + the default handle fallback (partner label/initials)
+    date: "2026-07-12",            // optional
+    note: "one-line context"       // optional
+  },
+  platforms: ["instagram", "facebook"],   // previews to offer; first is the default. Supported: instagram, facebook
+  concepts: [                              // each concept is one strategic ANGLE (see SKILL.md "Define Your Angles")
+    {
+      name: "Heavy-Metal Proof",           // required — the angle name
+      tagline: "Lifestyle hero, then the lab results",   // one line, what makes this concept distinct
+      handles: [                            // optional. 1 entry = normal post; 2 = whitelist handle toggle
+        { name: "truvani", partner: "Paid partnership with lightlabs", initials: "TV" },
+        { name: "Light Labs", partner: "Paid partnership with truvani", initials: "LL" }
+      ],
+      frames: [                             // 1 frame = single ad; multiple = carousel storyboard
+        {
+          label: "Hook",                    // the frame's job in the narrative arc
+          prompt: "Product bag hero on soft pink, gold-lace overlay",  // image description (shown as placeholder if no image)
+          image: "images/heavy-metal-01.png",   // optional — URL, relative path, or data URI; omit for text-only concepts
+          headline: "Finally — a plant-based protein that's third-party tested for heavy metals.",  // optional per-frame overlay
+          headlineTheme: "dark"             // optional: "dark" (default, white text) or "light" (dark text on light imagery)
+        }
+        // … one object per frame
+      ],
+      headlines: [                          // selectable variations; the picked one overlays frame 1 in the preview
+        "Finally — a plant-based protein that's third-party tested for heavy metals.",
+        "We tested our protein for heavy metals. Here's what an independent lab found.",
+        "Most protein powders are never tested for heavy metals. Ours is."
+      ],
+      primaryText: "The caption / body copy.",
+      destination: { url: "shop.truvani.com", cta: "Shop now", offer: "72% OFF Protein Starter Kit" },
+      rollout: {                            // optional — the mechanics of how this runs (whitelist, launch plan)
+        title: "How the whitelist runs",
+        steps: ["step 1", "step 2", "…"]
+      },
+      grounding: "What in this concept is real — the required disclosure. See below."
+    }
+    // … 2–4 concepts is the sweet spot; more than that and the tabs stop being a decision
+  ]
+}
+```
+
+### The frame storyboard = a carousel narrative arc
+
+A concept's `frames` are its storyboard. Label each frame by the *job it does*, not its content — `Hook`, `The problem`, `The results`, `The ask`. This is the same narrative-arc thinking as the carousel frameworks: a proof-led concept is literally Hook → Problem → Mechanism → Results → Context → Ask. For the five reusable carousel arcs (Value-Stack, Problem-Proof, Hack List, Rant Callout, Demo Walkthrough), see `carousel-frameworks.md` in the **social** skill and pick the arc that fits the angle before writing frames.
+
+### Images vs. placeholders
+
+Every frame renders one of two ways:
+- **`image` provided** — the real creative (from the Mode 3 `images/` folder, a hosted URL, or a data URI) fills the frame.
+- **`image` omitted** — a styled placeholder shows the frame `label` + `prompt`. This is the intended state for concepts that are copy + image-prompt but not yet rendered to image — the review page is useful *before* images exist, and stays useful as they get filled in.
+
+Ship review pages with placeholders freely; they communicate the concept. Swap in images as they're generated.
+
+## Grounding — the disclosure block is required
+
+Every concept must carry a `grounding` line, and it must be true. This is the same rule as the Grounded Inputs corpus, surfaced to the client: state exactly what is real (which lab panel, which review, which product photography) and, by omission, what is illustrative. The source pattern's line is the model — *"Results are Truvani's actual Light Labs panel (Vanilla, tested Nov 13, 2025). Imagery is Truvani's own product & lifestyle photography."*
+
+Never present invented stats, fabricated test results, or stock imagery as the brand's own. If a concept's proof isn't real yet, the grounding line says so ("Results shown are illustrative pending the lab panel") — a review page that launders fiction as fact is worse than no review page.
+
+## Populating the data safely
+
+The `DATA` lives in a `<script type="application/json" id="review-data">` block — it's inert data (parsed with `JSON.parse`), not executable code, so a value can never run as script. Two rules when you write it:
+
+- **Valid JSON only** — double-quoted keys and strings, no comments, no trailing commas. (The page shows a clear error banner if the JSON is malformed, so a typo fails loud, not silent.)
+- **Escape `<` as `\u003c` in every text value.** A value literally containing `</script>` would otherwise close the data block early. Since agents write the JSON, apply this escape mechanically to all string values. All values are HTML-escaped again at render time, so this is defense-in-depth, but the source-level escape is the one that matters — do it.
+
+## Producing and delivering it
+
+1. Copy `assets/creative-review-template.html` into the batch's output folder as `review.html` (e.g. `outputs/YYYY-MM-DD/review.html`).
+2. Replace the `DATA` object with the real project — concepts, frames, copy, grounding. Populate `image` paths for any frames you've rendered (keep them relative to the html file so the folder stays portable).
+3. Verify it renders: open it in a browser, click through every concept tab, both platform and handle toggles, and each frame in the storyboard.
+4. Deliver: hand off the folder (html + `images/`), or host it. For a client link, `vercel deploy` or any static host works — it's a single page with local assets.
+
+Keep the review page next to the markdown outputs, not instead of them: `INDEX.md` and the per-concept files remain the operator's record and the grounding audit trail; `review.html` is the approval surface built on top.
+
+## Common mistakes
+
+- **Too many concepts** — 2–4 tabs is a decision; 10 is a menu nobody finishes. Curate before you present.
+- **Unlabeled or content-labeled frames** — label by narrative job (`The proof`), not by what's pictured (`Table screenshot`).
+- **Missing or dishonest grounding** — every concept discloses what's real; illustrative proof is labeled illustrative.
+- **Editing the render code** — everything is data-driven; if something won't show, it's a `DATA` field, not the JS.
+- **Absolute image paths** — keep image paths relative so the output folder can be zipped, moved, or hosted intact.