These are gold-standard exemplars: the quality bar, hand-written against the IDA Voice Book and real Pioneers. They are not raw skill output — the raw outputs from the 2026-06-10 eval run (and their honest grades) live in evals/runs/2026-06-10-depth-eval/REPORT.md. The job of the pipeline is to close the gap between what the skills currently produce and what you see here. Showing this distinction openly is deliberate — it tells the founders the bar AND the honest current state, not a varnished version of either.
The eval hooks led with the generic age/career identity and kept interior design as an unnamed "vehicle." These lead with the interior-design identity itself — the eye, the taste, the friend everyone asks for help, the no-degree advantage — because the niche is the craft, not the protected mechanism, so naming it vividly is fully teaser-safe. Every line maps to a named Voice Book structure and uses a real Pioneer with real numbers.
One approved concept card. Everything below is generated from this.
CONCEPT CARD
Expert: Amelia Fenmore / IDA
Mode: ITERATION
Format: Talking-head DTC (Selfie / warm home setting)
Arc: Direct Callout → Negative Elimination
Angle: "You've got the eye. You've just never been shown how to get paid for it."
Primary Objection: "I'm not qualified — I don't have a design degree."
ICP Tier: T1 — career-switchers & burned-out professionals 45-60;
the friend everyone asks for design help
Mechanism Reveal: TEASER (interior design = the craft, named freely;
the customer-getting system = protected, never detailed)
WHY THIS CONCEPT: ad-autopsy flagged CREDENTIALS / no-degree as a winning
pattern (CPL ~$8). This concept leads into that winner with
the most interior-design-specific identity hook we have.
Eight cold-traffic hooks. Every one is unmistakably interior design, in Amelia's voice, with a named Voice Book framework and a real Pioneer where proof strengthens it. First 3 seconds only.
Seven sections, Talking-head DTC. Every Voice Book structure present, every Pioneer real, mechanism at TEASER throughout.
[S1 · HOOK]
You're the one everyone calls before they buy a sofa. You've reworked
every room you've ever lived in, and half your friends' homes too. And
you've never made a penny from any of it. I want you to hear this.
[S2 · PAIN]
You've thought about doing something with it. Of course you have. But
every time you look into it, it's a three-year design degree you're not
about to start at 50, or a course built for a 25-year-old with a
following you don't have. So you tell yourself what you told yourself
last year. Maybe next year. And another year goes by with twenty years
of taste and judgement sitting there, doing nothing.
[S3 · CREDIBILITY — Direct Truth Bridge]
Here's the truth no design school will tell you. Customers don't hire the
diploma on the wall. They hire the person who can walk into their living
room and see, in about four seconds, exactly what's wrong with it. You
have done that your whole life, for free. The only thing you've been
missing is a way to get the right people to pay you for it.
[S4 · TURNING POINT — Pioneer protagonist]
I want to tell you about Olivia. She taught school for 10 years. No
design degree, no customers, no website. She now earns up to $6,000 a
month designing real homes, working 3 days a week, and she still
job-shares her old teaching role two mornings for the insurance. She
told me she cried the first time a customer paid her - because for the
first time, the work felt like hers.
[S5 · MECHANISM TEASER — Three Nots + Positive]
The approach we teach doesn't require a degree. It doesn't require a
following. It doesn't require you to start a business from scratch and
pray someone finds you. It's built around the one thing your years
actually make you better at, not worse - knowing what a real home needs.
We just show you how to find the people who'll pay for that.
[S6 · SOCIAL PROOF BRIDGE — stacked, no connective tissue]
James is 42. 15 years in IT, now $8,000 a month from design, working 4
days a week. Eden came from marketing and signed her first paying customer
in 2 weeks - 8 projects and $7,200 in her first 90 days. Adriana taught
maths for 22 years. 22 years. She signed her first design customer 30 days
after she started.
[S7 · CTA — Soft, callback to hook]
I made a free training that walks you through exactly what this looks
like, and how people just like you are already doing it. The link is
below. Your taste was never the problem. You were just never shown the
vehicle for it.
────────────────────────────────────────────────────────
AD COPY BLOCK
PT1: You're the friend everyone asks for design help — and you've never
charged a penny. Here's how people with no design degree are getting
paid $2,500 a room.
PT2: Olivia taught school for 10 years. No degree, no customers, no website.
She now designs homes 3 days a week for up to $6,000 a month. Free
training below.
PT3: A design degree is the slowest way to start in interior design. The
ones earning the most never went to design school. Free training shows
you what they did instead.
H1: You've got the eye. You were just never shown how to get paid for it.
H2: No design degree. No customers. $2,500 a room.
H3: The free training for people who've always had taste.
What /ad-polish returns when the script is already at the bar — every check green. (Contrast: the 2026-06-10 eval draft failed the em-dash check and dropped a voice signature.)
CHECK RESULT
──────────────────────────────────────────── ──────
Forbidden words (Tiers 1-4) PASS · 0 hits
Em dashes in spoken lines PASS · 0 (hyphens-with-spaces used)
All numbers in numerals PASS
Mechanism reveal level PASS · TEASER (no method elements named)
Social Proof Bridge present (≥3 Pioneers) PASS · 3 stacked, no connective tissue
Three Nots + Positive present PASS · S5
Hard Landing Repeat present PASS · "22 years. 22 years." (S6)
Direct Truth Bridge present PASS · S3 ("Here's the truth…")
CTA callback to hook tension PASS · "Your taste was never the problem"
Binary contrasts (max 1) PASS · 1 ("better at, not worse")
Cross-expert isolation tokens PASS · 0 (no Alba/Elena vocabulary)
VERDICT: PASS — ship.
The primary pathway. High-level shot direction + format spec + script. No meta copy, no internal strategy — exactly what a performer needs and nothing they don't.
OVERVIEW
Expert/Talent: Amelia (or actor per IDA identity lock)
Shoot type: Ads · Talking-head DTC
Setting: Warm, real home (kitchen island or home office). Lo-fi,
natural light. No logo, no branding in frame.
Wardrobe: Smart-casual, what she'd actually wear. Solid colours.
Energy: Calm, direct, like talking to one friend. Not presenting.
────────────────────────────────────────────────────────
SCRIPT 1 — IDA-CREDENTIALS-NoDegree-V1 (~55s)
[OPEN — start mid-thought, already talking as we cut in. Eye contact.]
"You're the one everyone calls before they buy a sofa. You've reworked
every room you've ever lived in, and half your friends' homes too. And
you've never made a penny from any of it. I want you to hear this."
[Settle. Slightly wry, knowing.]
"You've thought about doing something with it. Of course you have. But
every time you look into it, it's a three-year design degree you're not
about to start at 50… So you tell yourself what you told yourself last
year. Maybe next year."
[Lean in. This is the truth bridge — slow down here.]
"Here's the truth no design school will tell you. Customers don't hire the
diploma on the wall. They hire the person who can walk into their living
room and see, in about four seconds, exactly what's wrong with it."
[Warm, telling a real story.]
"I want to tell you about Olivia. She taught school for 10 years. No
design degree… She now earns up to $6,000 a month designing real homes,
3 days a week. She cried the first time a customer paid her."
[Steady, list the three — let each land.]
"The approach we teach doesn't require a degree. It doesn't require a
following. It doesn't require you to start from scratch and pray someone
finds you…"
[Pick up pace — stack the proof, no pauses between names.]
"James — 42, 15 years in IT, now $8,000 a month, 4 days a week. Eden —
first paying customer in 2 weeks. Adriana taught maths for 22 years.
22 years. First design customer 30 days in."
[Soft close. Don't sell. Resolve.]
"I made a free training that walks you through what this looks like. The
link is below. Your taste was never the problem. You were just never
shown the vehicle for it."
────────────────────────────────────────────────────────
DOWNSTREAM: logs as FILMING/SHOOT (IDENTITY = IDA, Video Type = ADS,
state = UPCOMING). Actor + editor PDF briefs attach via catbox.moe.
Slack alert to #shoot-updates.
The secondary pathway, mainly hook-variation iterations right now. Unlike the actor brief, this keeps the full stage directions, durations, and speaker labels — ugc-factory needs them.
identity_anchor: ugc-factory/assets/identity-anchors/ida/pack-clean/
motion_profile: ugc-factory/profiles/talking-head-dtc.json
pipeline: NBP Pro → Enhancor → Seedance 2.0
approval_gate: operator reviews generated MP4s before post-production
# Iteration set — 3 hook variants on the SAME body (S2-S7 fixed)
HOOK_VARIANT_A (F5 Identity Callout):
duration: 0:00-0:06
speaker: AMELIA
visual: mid-sentence, warm home, lower-third "If you're the friend
everyone asks for design help…"
audio: "You're the one everyone calls before they buy a sofa…"
HOOK_VARIANT_B (F2 Unexpected Outcome, mute-first):
duration: 0:00-0:06
speaker: TEXT-ONLY (voiceless)
visual: 3 text beats — "She taught school for 10 years." /
"No design degree. No customers. No website." /
"Now $6,000 a month designing homes — 3 days a week."
HOOK_VARIANT_C (F1 Contrarian Claim):
duration: 0:00-0:07
speaker: AMELIA
visual: plain wall, no gloss
audio: "A design degree is the slowest way to start in interior
design. The ones earning the most never went to design school."
BODY (shared, S2-S7): inherits the full script above, stage directions kept.
The real Proof Bank mixes currencies by Pioneer location: Alexander serves expat families in France (£2,500/project); James, Olivia, Eden are US-based ($). This exemplar keeps the script in $ for consistency and uses £ only in Hook 6 (Alexander). For production you'll want one display currency per campaign — confirm $ or £ as the IDA default and we lock it in the Voice Book checklist.
If this is the bar, I'll (1) swap the b-real eval examples in the outputs walkthrough and the hook-generation / scripter-write dossiers for these gold-standard exemplars (clearly labelled as the target, with raw eval output + grades still living in the eval report), and (2) feed these back into the skills as the calibration reference so the eval gap closes against a concrete target. Say the word.