summit energy · creative library

v5 — Anti-direct-response creative round

Six composites (three feed, three story) built against the Apr 23 voice pivot — away from direct-response register toward the Patagonia/Basecamp/HEY tonal target. Illinois-biased per compliance. Federal ITC not referenced (expired Dec 31, 2025).

Round · v5

Formats · 1080×1080 feed, 1080×1920 story

State bias · Illinois

Built · 2026-04-24

Supersedes · v4 (summit-ads-v2.pages.dev)

Creative intent

Voice

Peer-to-peer, industry-antagonist, named regret without countdown. Signed-note and plain-card register, not hype.

Visual

Typography-first — the differentiation line IS the ad. No hero families, no rate-freeze graphics, no stock photography.

Compliance

Broker posture (never "we install"). Illinois Shines + property-tax exemption OK. Federal ITC banned. Housing-category-neutral targeting.

Feed · 1080×1080

feed · signed note · anchor

"You already know solar works. What you don't want is four installers texting you at 8 p.m."

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feed · the model

"Most solar companies sell your number to twelve installers. We sell it to zero."

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feed · quiet solar

"The version of solar where nobody harasses you."

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Story · 1080×1920

story · named regret

"Most of our customers say they wish they'd done this a few years ago."

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$Illinois honest-math composite$

story · IL honest math

"ComEd rates keep going up. Solar doesn't change the trend — it just moves you off it."

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story · one match

"One match. Not twelve."

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Notes + caveats

This round is a hypothesis, not a voice bible

The voice reference this round was built against (Clients/summit/anti-direct-response-voice-reference-2026-04-22.md) is marked DRAFT / HYPOTHESIS in its own §0 — it was assembled in ~25 minutes from three of Wes's Telegram messages and has not been validated against (a) Wes's existing approved Summit copy, (b) Meta Ads Manager v4 performance data, or (c) real customer conversations.

These composites hit the register the voice doc describes, but the voice doc itself is unvalidated. Wes may correct individual headlines, the whole tonal target, or the visual approach. Each composite is a redline target — any subset can be rebuilt, no sunk-cost.

Scope call: 6 tight composites instead of 12 spread thin. Voice shift this subtle benefits from one great creative over two mid ones. If volume becomes the blocker for scaling to $50→$500/day per Meta deep-dive research, we run v5b on the strongest 1–2 angles.

Visual-approach reasoning

Typography-first with zero photoreal attempts — reasoning: the voice doc §5.3 explicitly names "plain white card with the differentiation line as a one-sentence letter, signed by the owner" as an approved direction, and AI-generated photoreal composites trying to hit "phone-shot real installer real jeans late afternoon" land in the slop zone the doc bans. Making the voice itself the hero is the defensive play, and the one that pairs best with a voice-led round.

Compliance posture

No federal solar ITC references anywhere — expired Dec 31, 2025.
IL-specific claims limited to Illinois Shines program + property tax exemption (35 ILCS 200, no sunset). Net-metering-until-2045 claim NOT used — that applies to pre-2025 grandfathered installs only.
Broker posture consistent: "matched with," "send one quote," "one local installer." Never "we install."
Targeting-neutral copy — no age/income/gender references for Meta Housing special-ad category.
MI/CO licensing unverified — no MI/CO-specific creative in this round.

Open questions for Wes

Is "— Summit Energy" the right sign-off on the signed-note composite, or do you want your signature / Lance's / both?
Badge sizing on feed-01 feels small vs the v4 approach — reduce-further or scale-up pass?
story-02 "Illinois Shines still pays solar homeowners" — safe claim, or does Lance want us to verify current program status before pushing live?
Anchor line retention — does "One Match, Not Twelve" from v4 still carry, or do we promote "One match. Not twelve." from story-03 as the new canonical?