Purpose: Ship the 10 net-new statics from Task C03 this week using Nano Banana for visuals + Claude for copy.
Source brief: task-list.html → C03 + audit/page_engagement_audience_build.md + Mo's audit creative engine plan.
Compliance gate: Every concept here passes the "up to 15% or more" rule, the SAC restriction set, and Meta sensitive-attribute traps. Do not modify these unless you re-check compliance.
┌─────────────────┐ ┌──────────────────┐ ┌──────────────────┐ ┌─────────────────┐
│ Nano Banana │ │ Claude │ │ Figma/Photoshop │ │ Ads Manager │
│ (visuals) │───▶│ (copy) │───▶│ (composition) │───▶│ (upload) │
│ ~3 min/image │ │ ~2 min/concept │ │ ~10 min/concept │ │ ~5 min/concept │
└─────────────────┘ └──────────────────┘ └──────────────────┘ └─────────────────┘
Time per concept end-to-end: ~20–25 min. Ten concepts in a 4-hour focused block.
For brand consistency, download the top 3 currently-running creatives from Meta Ads Library and feed them as reference images to Nano Banana:
Lower-Your-Auto-Insurance_04/28 (Ad ID 4218807058433926) — the workhorseDrive-On_05/30 (Ad ID 959932713150103) — newest winnerOdometer_05/15 (Ad ID 767213169526603) — current top spenderOpen each in Meta Ads Library → screenshot the creative → save to a references/ folder. Nano Banana will hold visual style across generations when you reference these.
Every concept here passes these. If you generate variants, the variants must too.
| Rule | Why | Example |
|---|---|---|
| "Up to 15% or more" is the only savings claim language | Carrier norm; Military.com site language; audit-validated. NO numbers above 15% without specific carrier substantiation. | ✅ "See if you save 15% or more" / ❌ "Save up to 60%" |
| No "Are you a veteran?" framing | Meta sensitive-attribute trigger — kills ad delivery. | ✅ "Service members may qualify" / ❌ "Are you a veteran?" |
| Service-first acknowledgment before benefit | Refuel Agency military marketing best practice; the audience tunes out benefit-first ads. | ✅ "You earned it. See what military insurance discounts you qualify for." / ❌ "Save big on car insurance now!" |
| No combat imagery, no PTSD tropes, no hero-worship | Military audience immediately calls out fakery; brand kill. | ✅ Veteran in civilian work clothes / ❌ Camo, dog tags, salute, wounded warrior |
| No fake military details (insignia, ranks, uniforms) | Same as above — audience notices instantly. | ✅ Civilian dress / ❌ Anything with military insignia |
| Specificity over abstraction | "$15-and-some-change/mo savings" outperforms "great deals". | ✅ "Most members save $30+/mo" / ❌ "Save big" |
| Disclosure on any specific claim | NAIC principles + QuoteWizard ToS push compliance to publisher. | If you say a specific %, include "*Savings vary by carrier and state." |
Codename: LHI_Family_Porch_v1
Format: 1:1 (1080×1080)
Hook category: Identity-led — military family stability
Target audience: Auto SAC BAU + Home SAC BAU (warm + cold)
Compliance: ✅ Passes all gates
Photorealistic editorial photograph, 1:1 square format, golden hour lighting.
Scene: A real-looking American family of four standing on the front steps of a modest suburban single-family home — father early 30s in jeans and casual button-up shirt, mother in weekend casual clothes, two young children (one toddler, one early elementary age). No uniforms, no military insignia, no flag-waving — civilian clothing throughout. Natural unposed body language; slight smile on father; mother holding the toddler. The home is a real-looking suburban house (not a magazine-perfect estate) with a porch, modest landscaping, mid-density neighborhood context.
Lighting: warm late-afternoon golden hour, soft side-light from the left. Shallow depth of field — family in sharp focus, home softly defocused in background.
Composition: family positioned on the LEFT THIRD of the frame, leaving the RIGHT TWO-THIRDS clean and uncluttered for text overlay. Background is the home and surroundings, gently blurred.
Style: editorial, dignified, real. Realistic skin texture (no glossy retouch). Natural color grading, slightly warm. Subjects feel like a real family on their actual porch, not stock photography or commercial models.
Avoid: uniforms, military insignia, flags, combat imagery, dog tags, salutes, stock-photo poses (no thumbs-up, no fake laughing, no looking-into-distance), glossy commercial finish, magazine-real estate luxury, generic Caucasian-only casting (real family diversity is good).
Write 5 variants of ad copy for a Military.com HOME INSURANCE lead-gen Meta ad. Visual shows a real-looking military family on the porch of their suburban home.
HARD RULES (do not violate):
- Savings claim language: use "up to 15% or more" only. Never "60%" or any number above 15% without carrier substantiation.
- No "Are you a veteran?" or sensitive-attribute framings (Meta blocks).
- Service-first acknowledgment, then benefit. Never benefit-first.
- No combat, PTSD, hero-worship tropes.
- Family-first angle (the visual is a family).
- US English, sentence-case, conversational not corporate.
- Max character limits: primary 90, headline 40, description 30.
Output 5 distinct variants, each formatted exactly:
VARIANT N
Primary: [text]
Headline: [text]
Description: [text]
CTA: [Get Quote | Learn More | See Plans]
Context: Military.com runs auto + home insurance lead-gen via QuoteWizard. Audience: military families considering home insurance. Goal: drive quote-form starts.
Make variants meaningfully different — not synonym swaps. Test different angles: stability, savings, family security, smart shopping, military-specific discount eligibility.
Home is the best-CPL line in the account ($12.68 BAU). Family-led identity angle should resonate with the warm page-engagement audience (C01 ad set). Target CPL: $12–14.
Codename: LHI_Couple_Garage_v1
Format: 1:1 (1080×1080)
Hook category: Lifestyle/savings-led
Compliance: ✅ Passes
Photorealistic editorial photograph, 1:1 square format, soft natural light.
Scene: A couple in their late 20s / early 30s in a clean residential garage with their car partially visible (modern sedan or compact SUV, not a luxury vehicle). The man wears jeans and a tan work jacket; the woman wears casual jeans and a sweater. They're standing together, the man holding a clipboard or tablet, the woman looking over his shoulder. They appear to be reviewing something practical — like a checklist or quote. The garage is organized but lived-in — bikes, tools, a workbench in the background.
Lighting: soft natural light from the open garage door (slightly off-camera left). Cool natural daylight tone.
Composition: subjects on the LEFT THIRD, leaving the RIGHT TWO-THIRDS for text overlay. Car partially visible behind them.
Style: editorial, candid, real. Realistic skin texture. Looks like a real moment of two people doing real adult life admin — not staged.
Avoid: uniforms, military insignia, flags, salutes, combat imagery, dog tags, stock-photo poses (no laughing-at-camera, no thumbs-up), glossy commercial finish, expensive cars, magazine luxury.
Write 5 variants of ad copy for a Military.com HOME + AUTO BUNDLE Meta ad. Visual shows a couple in their garage reviewing insurance options.
[Same hard rules as Concept 1]
Angle: bundle savings, smart-shopping, "doing it together," practical homeowner mindset.
Output format: same as Concept 1.
Same as Concept 1 (right two-thirds text overlay, navy gradient).
Bundle angle is under-tested in account. Should hit $14–16 CPL on cold; $11–13 on warm.
Codename: LHI_PCS_v1
Format: 4:5 (1080×1350)
Hook category: PCS / life-transition
Compliance: ✅ Passes
Photorealistic editorial photograph, 4:5 vertical format, late afternoon natural light.
Scene: A young military family in the middle of a residential move — moving boxes stacked in a half-empty living room, the father (30s, civilian clothing) bending down looking at a tablet/phone, the mother (30s, casual clothing) holding a coffee mug while looking out a window. Soft natural light from the window. A child's toy or backpack visible on the floor. The room is clearly mid-move — not staged-empty, but actively transitioning.
Lighting: warm window light from the right, soft and natural. Slight haze.
Composition: family scene fills the LOWER TWO-THIRDS of the frame. Upper third is the living-room ceiling and window light — clean for text overlay.
Style: editorial, slightly cinematic, dignified. Realistic skin texture, candid body language, no posing for camera.
Avoid: uniforms, military insignia, moving-trucks-with-military-decals, flags, combat imagery, salutes, glossy commercial finish, perfect-magazine-staged interiors.
Write 5 variants of ad copy for a Military.com HOME INSURANCE Meta ad targeting military families who recently relocated (PCS — Permanent Change of Station). Visual shows a family mid-move with boxes in a half-empty living room.
[Same hard rules as Concept 1]
Angle: new home + new state = new insurance shopping moment. "Updating your address means re-shopping your rate." Practical, time-sensitive, helpful tone.
Output format: same as Concept 1.
PCS moments are high-intent for insurance shopping. Should hit $14–18 CPL. Strong candidate for retargeting via warm ad set (C01).
Codename: LHI_Workshop_v1
Format: 1:1 (1080×1080)
Hook category: Identity-led — veteran homeowner
Compliance: ✅ Passes
Photorealistic editorial photograph, 1:1 square format, warm interior workshop light.
Scene: A man in his late 40s / early 50s (veteran-aged, civilian dress — flannel shirt, jeans, work boots) in a tidy home workshop or garage. He's working on something practical — sanding a piece of wood, organizing tools on a pegboard, or fixing a small engine. Late-afternoon light streams in from a workshop window. His expression is focused, content, working with his hands. Workshop has the lived-in character of years of hobby use — not staged.
Lighting: warm tungsten interior light supplemented by natural light from window-left. Shadows are present and warm.
Composition: subject in the center-left, with workshop detail in background filling the rest. The RIGHT TWO-THIRDS of upper frame should be slightly less detailed — clean for text overlay.
Style: editorial, dignified, working-class American real. Realistic skin texture and lined hands. Candid body language. The kind of photograph that could run in a real human-interest editorial piece.
Avoid: uniforms, dog tags, military memorabilia visible in workshop, flags hanging on wall, combat imagery, salutes, stock-photo poses, glossy commercial finish, "old man posing for camera" energy.
Write 5 variants of ad copy for a Military.com HOME INSURANCE Meta ad. Visual shows a veteran-aged man working in his home workshop.
[Same hard rules as Concept 1]
Angle: long-term homeowner, you've built equity, time to make sure your insurance reflects what you've earned. Dignified, respectful, no hero-worship.
Output format: same as Concept 1.
Same as Concept 1.
Identity-anchored, dignified angle. Target retirees + Guard/Reserve segments via cold BAU. Target CPL: $15–18.
Codename: DriveOn_Truck_v1
Format: 1:1 (1080×1080)
Hook category: Auto savings-led, masculine appeal
Compliance: ✅ Passes (15% savings band only)
Photorealistic editorial photograph, 1:1 square format, golden hour lighting.
Scene: A pickup truck (mid-size to full-size — Ford F-150, Chevy Silverado, or similar — NOT luxury) driving down an open American highway. Single subject visible in driver's seat through window — a man in his 30s, civilian clothing (baseball cap, t-shirt, work jacket). Truck is clean but lived-in. The road stretches into golden-hour distance with low rolling hills or open plains.
Camera: low three-quarter rear angle, capturing the side of the truck and the open road. Slight motion in the light suggesting movement.
Lighting: warm golden hour from front-left of frame. Strong directional warm light on the truck's flank.
Composition: truck fills the LOWER LEFT HALF of the frame. Upper RIGHT TWO-THIRDS is sky and distant landscape — clean for text overlay.
Style: editorial, slightly cinematic, masculine but not aggressive. Realistic vehicle and skin detail. Looks like an honest moment, not a truck commercial.
Avoid: military bumper stickers, flag decals, lifted trucks, mud-bashing imagery, dust storms, combat/heroic imagery, stock-photo "looking-determinedly-at-horizon" pose, glossy commercial-finish.
Write 5 variants of ad copy for a Military.com AUTO INSURANCE Meta ad. Visual shows a pickup truck on an open highway with a driver visible.
[Same hard rules as Concept 1]
Angle: practical auto-insurance savings, "rate-check your auto in 60 seconds." Specific, time-bounded, mobile-friendly framing.
Output format: same as Concept 1.
Same as Concept 1.
Drive-On already a winner at $18.43 BAU. New variant should hit $17–20 CPL. Refreshes a top-performing concept family.
Codename: DriveOn_Calc_v1
Format: 4:5 (1080×1350)
Hook category: Interactive / calculator-style hook
Compliance: ✅ Passes
Photorealistic editorial photograph, 4:5 vertical format, bright natural daylight.
Scene: Close-up of a person's hands holding a smartphone — phone shows a generic-looking quote-calculator-style interface (don't try to render specific UI text — keep it abstract and blurred). Background context: car interior — steering wheel partially visible, dashboard, daylight through windshield. The person's hands are realistic, with the wrist of a casual sleeve (jacket or shirt) visible. No watch or jewelry that suggests luxury.
Lighting: bright natural daylight from windshield, even and clean. Phone screen has soft glow.
Composition: phone fills the CENTER of the frame, taking up about 60% of the visible area. Around the phone is car-interior context. Upper third and lower third are clean for text overlay.
Style: editorial, mobile-first feel, real. Like a moment captured by a passenger watching someone get a quote on their phone.
Avoid: specific brand logos on phone interface, military insignia visible in car, combat imagery, glossy commercial finish, "iPhone product shot" aesthetic, hands-too-perfect commercial-model look.
Write 5 variants of ad copy for a Military.com AUTO INSURANCE Meta ad with an interactive/calculator angle. Visual shows hands holding a phone with a quote calculator interface.
[Same hard rules as Concept 1]
Angle: interactive, "see your rate in 60 seconds," gamified curiosity. Use light interactivity language — "find out," "see," "check" — without overpromising.
Output format: same as Concept 1.
Calculator angle is under-tested. Mobile-native format. Target CPL: $18–22.
Codename: DriveOn_VetWork_v1
Format: 1:1 (1080×1080)
Hook category: Real-veteran-in-civilian-work (UGC-style stepping stone)
Compliance: ✅ Passes
Photorealistic editorial photograph, 1:1 square format, natural midday light.
Scene: A man in his late 30s / early 40s leaning casually against the door of his work truck (electrician's van, plumber's truck, contractor's vehicle — clearly trade-work, not luxury). He wears a tan work shirt, jeans, work boots. He's holding a coffee cup, mid-conversation or mid-thought. Background is a residential or small commercial job-site context — driveway, lawn, modest single-family home in background. The subject has the unmistakable bearing of a former service member who's now in civilian trade work — straight posture, attentive expression — but NO uniforms, NO insignia, NO military markers visible.
Lighting: natural midday light, slightly overcast — soft shadows, no harsh highlights.
Composition: subject is on the LEFT THIRD of the frame, leaning against the truck which fills the lower-left quadrant. Right two-thirds is jobsite/home background — clean for text overlay.
Style: documentary editorial. Like a portrait from a magazine feature on "veterans in the trades." Realistic skin texture, slight stubble OK, lined hands and work-worn clothing.
Avoid: uniforms, military insignia, dog tags, flag decals on truck, salutes, hero-pose, glossy commercial finish, perfect-model look.
Write 5 variants of ad copy for a Military.com AUTO INSURANCE Meta ad. Visual shows a former-service-member-now-civilian-tradesperson on a job site with their work truck.
[Same hard rules as Concept 1]
Angle: real-veteran identity (acknowledged subtly), practical work-truck insurance, "fellow vets in the trades save..." Dignified, peer-to-peer tone.
Output format: same as Concept 1.
Same as Concept 1 / 4 / 5 (right-two-thirds overlay).
This is the stepping-stone to real veteran UGC. AI-generated "looks like UGC" should outperform stock-style ads — target $16–19 CPL on warm audience.
Codename: Spouse_FamFin_v1
Format: 1:1 (1080×1080)
Hook category: Spouse-targeted, family-finance decision-maker
Compliance: ✅ Passes
Photorealistic editorial photograph, 1:1 square format, natural kitchen light.
Scene: A woman in her early 30s sitting at a kitchen table, laptop open in front of her, paperwork and a coffee mug nearby. She wears casual weekend clothes — sweater, jeans. She's mid-task — looking at the laptop screen, slight smile of focus or satisfaction. The kitchen is real — slightly lived-in, not magazine-staged. Soft natural light from a window behind her.
Lighting: warm natural window light from behind-left, soft and diffused.
Composition: subject on the RIGHT THIRD, laptop and table on center. Left two-thirds includes kitchen context (counter, plants, soft daylight) — clean for text overlay.
Style: editorial documentary, warm and human. Realistic skin texture. Looks like a real moment of an adult handling household finance.
Avoid: military memorabilia visible in kitchen, "girlboss" stock-photo pose, uniforms, flags, glossy commercial finish, kitchen-magazine luxury, perfect-model lighting.
Write 5 variants of ad copy for a Military.com AUTO + HOME INSURANCE Meta ad targeting military SPOUSES (who are often the household finance decision-maker). Visual shows a woman at her kitchen table doing financial work on a laptop.
[Same hard rules as Concept 1]
Angle: spouse as smart financial decision-maker for the family. Practical, respectful, peer-to-peer (no condescension). Acknowledge spouse identity without making it the whole pitch.
Output format: same as Concept 1.
Spouse-angle is missing from current account. Competitor Veteran Life Insurance runs it successfully. Target CPL: $18–22 on cold; will tell us if the spouse-angle works.
Codename: Spouse_PCS_v1
Format: 4:5 (1080×1350)
Hook category: Spouse + PCS pain-point
Compliance: ✅ Passes
Photorealistic editorial photograph, 4:5 vertical format, soft evening interior light.
Scene: A woman in her early 30s sitting on the floor of a living room surrounded by moving boxes — labeled with marker, partially open, some clothing or kitchenware spilling out. She has a clipboard or phone in her lap, hair tied back, casual clothes (leggings, oversized sweatshirt). Her expression is calm focus — not stressed, but deep in the work of organizing a move. Behind her, a couple of boxes are stacked higher; a single lamp provides warm light.
Lighting: warm single-source lamp light from upper-left, creating soft ambient glow. Mood is contemplative not dramatic.
Composition: subject in the center-lower portion of frame. Upper third is wall + lamp light — clean for text overlay. Boxes around her give vertical movement to the composition.
Style: editorial, candid, real-life moment. Realistic skin texture and tired-but-determined body language.
Avoid: military markers on boxes (no "USMC" or branch stickers), uniforms, military spouse stereotype imagery (no "I am a military wife" coffee mugs visible), flags, salutes, glossy commercial finish, stock-photo "stressed-but-smiling" pose.
Write 5 variants of ad copy for a Military.com AUTO + HOME INSURANCE Meta ad targeting military spouses in the middle of a PCS move. Visual shows a spouse sorting moving boxes in a half-organized living room.
[Same hard rules as Concept 1]
Angle: practical PCS-time insurance shopping (new state, new rates), peer-to-peer spouse-to-spouse helpful tone. Acknowledge the workload without melodrama.
Output format: same as Concept 1.
PCS + spouse = double-relevance, highly motivated moment. Target CPL: $14–18 if angle resonates.
Codename: UGC_Selfie_v1
Format: 4:5 (1080×1350)
Hook category: UGC-aesthetic native to mobile, stepping stone to real veteran UGC
Compliance: ✅ Passes
Photorealistic photograph in iPhone/Android casual-selfie style, 4:5 vertical, natural lighting.
Scene: A man in his 30s, civilian clothing (t-shirt or button-up), taking a casual selfie-style photo while sitting in his car (driver's seat, seatbelt visible, dashboard partially visible). The camera angle is slightly front-facing-handheld — not professional-photo angle, but the natural angle of someone using their phone's front camera. Background visible through windshield is a parking lot or quiet residential street.
The subject's expression is candid — a slight smile, mid-thought, like he just finished something practical (got a quote, finished an errand). Realistic skin texture, natural lighting from the side window, no makeup or glossy retouch.
Lighting: natural daylight from driver-side window, soft and uncontrolled. Slight imperfection in framing — looks like a real selfie, not a posed shoot.
Composition: subject's face/upper body fills the center two-thirds of the frame. Top and bottom edges have headroom for text overlay.
Style: UGC-native, mobile-first, REAL. The kind of photo someone would actually take on their phone — not professional. Slightly imperfect framing is GOOD. Natural color, no Instagram filter.
Avoid: military insignia, uniforms, dog tags visible, flags on dashboard, hero-pose, "iPhone product shot" perfection, professional-photo lighting, model-perfect features.
Write 5 variants of ad copy for a Military.com AUTO INSURANCE Meta ad in a UGC-testimonial-style format. Visual shows a man taking a casual selfie in his car, looking like real authentic UGC.
[Same hard rules as Concept 1]
Angle: testimonial voice — first-person, "I just compared rates," "I checked my discount." Conversational, peer-to-peer, NOT corporate. Use casual punctuation OK.
Output format: same as Concept 1.
UGC-aesthetic statics consistently outperform polished statics by 20-40% in lead-gen verticals. This is the stepping stone to actual real-veteran UGC (D07 task). Target CPL: $14–17.
Once a concept's first version is built, generate 4-5 variants for testing before shipping. Approach:
| Variant axis | Example |
|---|---|
| Subject demographics | Same scene, swap age / ethnicity / gender of subject — keeps visual style, tests audience preference |
| Setting/context | Same subject pose, swap interior to exterior, urban to suburban, day to evening |
| Lighting | Same scene, swap golden hour to morning soft, or interior tungsten to natural window |
| Composition | Same subject, swap left-third to right-third placement (mirror for text-overlay testing) |
Best practice: generate 3-4 variants per scene to give Meta's algorithm choices. Don't generate 10 variants of the same scene with tiny differences — that's noise, not signal.
Add to the copy prompt:
Additionally, for each variant, vary the OPENING HOOK across these 5 angles:
1. Identity-led ("Members may save...")
2. Specificity ("Most users get a quote in 90 seconds...")
3. Time-bounded ("This month, eligible service members...")
4. Question hook ("Wondering if you're overpaying?")
5. Social proof ("Thousands of military families compare rates here...")
This gives you 5 hook angles × 5 variants per pull = 25 copy options without rerunning the prompt.
For each finished concept ad, check:
[Concept]_[Format]_[Variant]_[Date] (e.g., LHI_Family_Porch_v1_1x1_2026-06-06)For each shipped concept:
Lower-Your-Auto-Insurance_Static_NM_Animation_Swipe_04/28/26 format and follow it: [ConceptFamily]_[Format]_[Variant]_[Date]Mon Jun 8: Concepts 1, 2 (Home Family + Couple) — ship Tuesday morning Tue Jun 9: Concepts 3, 4 (Home PCS + Veteran Workshop) Wed Jun 10: Concepts 5, 6 (Drive-On Truck + Calculator) Thu Jun 11: Concepts 7, 8 (Drive-On Veteran + Spouse Family Finance) Fri Jun 12: Concepts 9, 10 (Spouse PCS + UGC Selfie) — ship Friday EOD
Target: all 10 concepts live in market by Friday Jun 12.
If Nano Banana generation is faster than expected: bank Saturday for variant generation on Concept 1-3 winners.
Time cost is the constraint, not budget. 20 min/concept × 10 = ~3.5 hours focused work.