the wingman project

§II.11 · ADS · STATIC CREATIVE FOR PAID MEDIA

SKIP AD

THEUNSKIPPABLE.

Static ads that work. Every format, every platform, at performance-agency volume.

Static ads are the backbone of performance media, and the first thing a thumb learns to ignore. Meta, Reels, TikTok, Google Display, programmatic, OOH, affiliate: one creative pipeline feeds them all. Volume matters. Variance matters. Taste matters most, because taste is the only thing the feed can’t scroll past.

Start the pipeline →See the formats ↓
METAREELSTIKTOKGOOGLE DISPLAYPROGRAMMATICOOHAFFILIATE
THE PRODUCTION LEDGER

Performance creative is a numbers business that dies without taste. Here are the numbers; the taste is everything around them.

01VARIANTS PER CAMPAIGN20–40Produced, not resized. Twenty arguments minimum, forty when the test plan earns it.
02FORMATS51:1 · 4:5 · 9:16 · 1.91:1 · OOH. Every frame the feed sells, plus the street.
03PLATFORMS FED7Meta, Reels, TikTok, Google Display, programmatic, OOH, affiliate: one pipeline feeds them all.
04A RECENT RUN4747 ads shipped · 11 winners scaled · CAC −34% · CTR +71%. The ledger, not the highlight reel.

Every frame the feed sells.

True proportion, one rail. Nothing here was resized; every frame is recomposed for the place it has to win.

F-1 · THE FORMAT WALLTRUE PROPORTION · ONE RAIL1:1META · SQUARE4:5META · PORTRAIT9:16REELS · TIKTOK1.91:1DISPLAY · PRE-ROLLOOH12-SHEET · WILDsame idea,sixty miles an hour.FIVE FRAMES · ONE PIPELINE · NOTHING RESIZED, EVERYTHING RECOMPOSED
F-1 · THE FORMAT WALL1:1META · SQUARE4:5META · PORTRAIT9:16REELS · TIKTOK1.91:1DISPLAY · PRE-ROLLOOH12-SHEET · WILD

STOP.

A feed is wallpaper moving at thumb speed. An ad earns its budget in the moment the scroll dies, and that moment is built, part by part.

F-2 · THE THUMB-STOPTHE FEED · THE SCROLL · THE INTERRUPTIONSEC 1SEC 2SEC 3three secondsto earn the stop.THE FEEDWALLPAPER, AT SCROLL SPEEDeverything elseblurs past.SPONSOREDHOOK · FIRST 3 WORDSLEGIBLE AT 120 PXTHE STOPTHE SCROLL DIES HEREnot luck. anatomy.AN AD THAT REFUSES TO BE WALLPAPER
F-2 · THE THUMB-STOPTHE FEEDWALLPAPER, AT SCROLL SPEEDSPONSOREDTHE STOPSEC 1SEC 2SEC 3three seconds to earn the stop.NOT LUCK. ANATOMY.
  1. AHOOKin the first three words, or never.
  2. BCLAIMinside the image, not the caption.
  3. CPRODUCTvisible at thumbnail size.
  4. DCTAone. Short. Doing one job.
  5. ELEGIBILITYholds at 120 pixels wide.

Five parts. All working. All in three seconds.

Variance is not thirty exports. It’s one concept defended twelve different ways, then twenty, then forty.

20–40VARIANTS · PER CAMPAIGN · EVERY FORMAT
F-3 · THE ITERATION MATRIXONE CONCEPT × TWELVE EXECUTIONSTHE CONCEPTdrawn once,argued twelve ways.A1A2A3CUTA4B1B2B3“CUTB4C1HOLDC2C3NEWC4SCALEVARIANCE ≠ RESIZING: TWELVE ARGUMENTS, NOT TWELVE EXPORTSlosers get redesigned, never run into the ground.
F-3 · THE ITERATION MATRIXTHE CONCEPTA1A2A3CUTA4B1B2B3“CUTB4C1HOLDC2C3NEWC4SCALElosers get redesigned, never run into the ground.
WHAT THE TEST SAID

Four hooks went in. One came out scaling.

VHOOKCTRCPAVERDICT
A“Things passed down.”1.82%$24
B“Sold once. Repaired forever.”1.44%$32
C“The last pan you’ll ever buy.”1.21%$39
D“A pan your grandchildren will argue over.”2.18%$19

The cut doesn’t die; it goes back to the bench. Losing creative gets redesigned, not run into the ground while the CAC climbs.

HOW THE PIPELINE RUNS
  1. 01BRIEFDesigned against performance data, never against a mood board.
  2. 02PRODUCE20–40 static variants per campaign, across every format.
  3. 03TESTHook, claim, visual, CTA: split ruthlessly, one variable at a time.
  4. 04REDESIGNLosing creative gets redesigned, never run into the ground.
  5. 05SCALEWinners scale with the media team in lockstep.

What lands on your side of the table.

  • A steady creative pipeline for paid, fed before the feed gets hungry.
  • Every format you need: 1:1, 4:5, 9:16, 1.91:1, OOH.
  • A tested creative library, verdicts attached, not vibes.
  • A report on what’s winning, and why it won.

And the chores that end the day we start.

  • Briefing creative.
  • Exporting 30 sizes.
  • Watching your CAC climb while old creative fatigues.

You judge the work. We feed the machine.

THE FEED IS HUNGRY · IT EATS EVERY DAY

Feed it something
it can’t skip.

Start your ad pipeline →

VOLUME · VARIANCE · TASTE · ALL THREE, OR THE FEED WINS