Summit Energy · Creative Library

v5-fusion — ComEd hook + Roof structure, extended to Colorado.

Three composites built against the design × performance fusion thesis from n5ltcjng's grading + Frank's perf brief. Cohesion beats template. Single-frame designs where the prop IS the message, paired with utility-name pain hooks. Civic-publisher voice register; diagnostic CTAs, not transactional.

Roundv5-fusion · 2026-05-15

Formats1080×1350 (Meta 4:5 feed)

MarketsIllinois · Colorado

PillarsRate-hike · Anti-spam

Source basisLance's 2026-05-15 Xcel-letter forward

AuthorNagatha (nagatha-session, PC)

Creative intent

Visual approach

Single-frame cohesion. The chart, the pledge, the quote-card — each is the prop AND the message. No layered photo+text stacks (Rate Shock pattern). Editorial gravity over hype.

Voice register

Civic-publisher: Newsreader serif headlines, dated source-attribution where applicable, diagnostic CTA ("see if solar makes sense") not transactional. Lance Take 3 customer-empathy preserved at copy level.

Compliance posture

v4 BRIEF.md treated as current. No specific $ savings. No ITC / 30% / 2045. Xcel + ComEd by name (allowed). Source-quoted percentages on rate-hike claims (defensible).

v2 — AI Photo Backgrounds + Branding

Iteration on Wes's note: photo backgrounds with opaque dark overlays, prominent Summit branding, solar-subject-matter visuals (rooftop solar / quiet home / mountain home). Same fusion copy, new visual register.

Rate-hike Illinois · ComEd v2 · AI bg

"Rates went up. Again."

Imagen background: Midwest two-story home, golden-hour rooftop solar. Top-bar Summit branding + Illinois Homeowner pill. Same ComEd-hook DNA, photo-led visual.

PNG HTML

Anti-spam Illinois · market-portable v2 · AI bg

"What we will not do."

Imagen background: quiet kitchen with coffee mug — the calm before unwanted interruption. Pledge clauses anchor the bottom. Pledge IS the prop; image carries mood.

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Rate-hike Colorado · Xcel v2 · AI bg · Lance email

"Xcel just said it themselves."

Imagen background: Colorado craftsman home with rooftop solar, Rocky Mountain foothills. Glass quote-card overlay holds the Kenney 10.5% admission. Full clause preserved.

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Video sample — 7.5s animated

First-pass video: the rate-hike chart animated. Branding fades in, then headline, then bars rise staggered left-to-right, then the locked-rate dashed line slides in, then body + CTA appear. Pure CSS animation captured via Playwright at 1080×1350. Reference for what motion-ad direction looks like before we explore image-to-video (Wan 2.7 / Veo) or cinemagraph approaches.

Rate-hike · animated Illinois · ComEd 7.5s · 1080×1350

"Rates went up. Again." — motion variant

Animation timing: 0–0.7s branding fade-in · 0.4–1.0s eyebrow + headline reveal · 1.6–3.5s "Again." accents in · 2.4–4.9s bars rise staggered · 5.0–5.7s locked-rate line + label slides in · 5.5–6.7s body line + CTA fade up. Subtle ken-burns zoom on the bg throughout (1.04 → 1.0 over 7s).

MP4 (Meta-ready) WebM (source) HTML

v1 — CSS-only (initial)

First iteration, CSS art only (no AI backgrounds). Kept for reference and comparison.

Rate-hike Illinois · ComEd Quiz-Hook adset rec.

"ComEd Raised Rates. Again."

Chart-on-locked-line fusion. Rising burnt-orange bars (climbing rate) with a dashed amber horizontal (your locked rate with solar). Direct homage to ComEd-Copy headline — the 5.47% CTR-king.

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Anti-spam Illinois · market-portable Quiz-Hook adset rec.

"What We Will Not Do."

Editorial "Practice Notes" magazine-spread. Four amber-circle × marks beside negation clauses, civic-publisher register. Voice line "On your schedule." pulled directly from Lance Take 3.

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Rate-hike Colorado · Xcel From Lance's 5/15 email

"Xcel just said it themselves."

Quote-the-source. The utility's own CEO — Robert Kenney, May 15, 2026 — on the record: "up to 10.5% per month, starting late this year." Source-cited, defensible, civic-publisher gravity.

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Notes, caveats, and open questions

The fusion thesis

n5ltcjng's calibration matrix + Frank's per-ad performance data converged on the same pattern: the HIGH-design × HIGH-perf cell is held by cohesive single-frame designs where the prop IS the message, paired with utility-name pain hooks. Two anchors: Roof (Quiz Hook adset, $48.79 CPL, 28 leads, 3.14% CTR) and ComEd-Copy (Wasn't Annoying-Copy, $69.09 CPL, 16 leads, 5.47% CTR — CTR king).

These three ads attempt to bring that fusion into one creative each. Ad 1 fuses for IL. Ad 3 extends to CO with Lance-sourced ammunition. Ad 2 covers the anti-spam pillar (market-portable; eyebrow easily swapped to "Colorado Homeowner").

Source of the CO direction

Lance Sauter forwarded Robert Kenney's "Powering Colorado's Future" letter to Wes on 2026-05-15 at 17:56Z. Direct quote used: "the average residential customer who receives both electric and natural gas service could see a total bill increase of up to 10.5% per month, starting late this year."

Ad 3 uses the full clause including the "who receives both electric and natural gas service" qualifier so the quote is technically accurate, not broadened. Date-stamped (May 15, 2026), source-attributed (Robert Kenney, President of Xcel Energy — Colorado), so any compliance challenge is met by pointing at the utility's own published letter to customers.

Compliance review

v4 BRIEF.md treated as current. Cross-check against banned/allowed lists:

No specific dollar savings amounts ($/yr / $10K / etc.) — compliant
No federal ITC / 30% credit / Section 25D — compliant
No lease / PPA / TPO — compliant
No "$0 bill" / no 2045 / no net-metering reference — compliant
Utility names by name (ComEd, Xcel) — allowed per BRIEF
"60-second quiz" — allowed
"Vetted local installer" — allowed
"Illinois Shines · Open" program reference (no $ payout) — allowed
"10.5% per month" Xcel quote — not a specific dollar amount; sourced quote from utility's own letter

Open question on dollar-anchored copy

n5ltcjng's grading-doc open question, unresolved. The best-performing OLD ads (final-il-01 through final-il-05) use specific dollar amounts ($2,400/yr, $274, $3,072, $10K+) that v4 BRIEF explicitly bans. Two hypotheses: (a) BRIEF was tightened AFTER those shipped, OR (b) dollar copy is the reason they performed and the BRIEF over-corrected. These three ads ship compliant with the current BRIEF; if you/Frank confirm BRIEF is stale, dollar-anchored variants can be built in ~10 min each.

Recommended placements (per Frank's perf brief)

Ad 1 (ComEd Diagnostic) → Wasn't Annoying OR Wasn't Annoying-Copy adset. Direct A/B against the original ComEd-Copy (CTR king).
Ad 2 (The Pledge) → Quiz Hook adset (Roof's conversion-king home). Second variant alongside Roof.
Ad 3 (Xcel Letter Quote) → CO campaign. Note: per index.md tracker, CO has open delivery issues (SAC null, age 30–65 not 18+, CBO→ABO fix needed). These need resolving before scale.
Adjacent: per n5ltcjng's rec, also test moving the existing Annoying + Thought ads from the dead Countdown adset into Quiz Hook adset (independent of these three). HIGH-design ads in a dead audience.

Open questions for Wes

Dollar-anchored compliance call. Iterate $-variants of Ad 1 / Ad 3 in parallel, or hold compliant?
IL campaign state. You paused IL 2026-05-14 20:05Z. Unpause & add v5 as variants alongside existing, OR replace existing creative with v5 cleanly?
MI version? n5ltcjng recommended Roof-grade visual treatment for MI's strong voice creatives (Zero, Honest math). Swap ComEd→DTE; ~10-15 min/ad to localize.
CO Anti-Spam variant. Should Ad 2 ("The Pledge") get a CO-eyebrow swap variant, or stay IL-tagged since "vetted local installer" is geo-conditional (per Frank's flag, true IL/MI, unverified CO)?
Sign-off attribution. Should any of these credit Lance / Wes by name, or stay institutional "Summit Energy Solutions"? (v5 round had this same open question.)

How to redline

Open any PNG full-size by clicking the card image. HTML source is one click away if you want to tweak copy in place — everything is a self-contained file, no build step. To redline: text comments in this page (when CF Pages access-comment is set up) OR drop edit notes in Z:\hinesipedia\Clients\summit\rebuild-2026-05-14\v5-fusion\blueprint.md, OR Telegram.

Where these live on disk

Renders & HTML: C:\Users\wes\Work\clients\Summit Energy\ads\v5-fusion-2026-05-15\
Blueprint MD: Z:\hinesipedia\Clients\summit\rebuild-2026-05-14\v5-fusion\blueprint.md
This gallery: same dir as renders, deployed via wrangler to CF Pages