# Static Ad Briefs — Sleep + Recovery

> Per-frame brief for designer execution of static ads.

## Lane 1 — Founder (5 ads)

### 1.1 Why I made this
**Visual**: Founder portrait + canonical sachet held up to camera
**Headline**: "I built this because I couldn't sleep."
**Sub**: "Founder of SETU. Three years of sleep research → one sachet."
**CTA**: "My story →"
**Tone**: Personal, vulnerable

### 1.2 Not melatonin
**Visual**: Founder at kitchen counter at night, stirring sachet into water
**Headline**: "I won't take melatonin."
**Sub**: "It works the first night — then your body stops making its own. We built this without it."
**CTA**: "See the formula →"

### 1.3 15 min faster
**Visual**: Founder sitting on edge of bed, dim lamplight, holding box
**Headline**: "Asleep 15 minutes faster."
**Sub**: "That's what the Glycine clinical did. We put 3g in every sachet."
**CTA**: "Read the study →"

### 1.4 Wake up restored
**Visual**: Same founder, morning kitchen light, content with coffee
**Headline**: "You should wake up feeling restored."
**Sub**: "Not groggy. Not zombied. Just rested. That's the difference."
**CTA**: "Try a pack →"

### 1.5 30 nights honest test
**Visual**: Founder, candid, holding canonical sachet
**Headline**: "30 nights. Honest test."
**Sub**: "If it doesn't change your sleep, 60-day money back. No questions."
**CTA**: "Start →"

## Lane 2 — Promo (15 PIL variants)

See `_lane2_pil_expand.py` for all variants. Tone: direct, transactional.

## Lane 3 — UGC (6 creators)

See `ad-creative/v1-canonicals/lane-3-ugc/` for live frames. Each is a real-feeling creator selfie with caption + body copy.

## Lane 4 — Format-borrow

See `ad-creative/v1-canonicals/lane-4-format-borrow/` for native UI, vintage, Bollywood, cricket, cultural sub-categories.

## Production specs

- 1:1 (1080×1080), 4:5 (1080×1350), 9:16 (1080×1920)
- Output: JPG/PNG, ~150-300KB each
- Text overlays in NeueMontreal
- Pack design canonical-locked