{
  "created": "2026-09-11T04:03:49.200335+00:00",
  "method": {
    "scope": "All 102 existing placement masters, independently scored per ratio at preview scale.",
    "weights": {
      "hook": 0.3,
      "visual": 0.4,
      "conversion": 0.3
    },
    "criteria": {
      "hook": "Specific lived tension and immediate relevance.",
      "visual": "Hierarchy, typography, photo believability, placement, contrast and crop.",
      "conversion": "Visible product or clear product bridge, action and credibility of the support."
    },
    "scale": "5 = material weaknesses; 7 = usable direction with clear limits; 8 = strong existing execution; 9 = exceptional. No measured-performance inference.",
    "selection": "Five concept families \u00d7 three variations. Balance, original favorites and the requested Hair Diary matter alongside score. Fictional studies remain internal directions; invented reviews are not treated as customer evidence.",
    "limitations": "Producer judgment, not blind or independent scoring. Contact-sheet review is not a full-resolution packaging-fidelity audit. No new competitor performance research was conducted this turn."
  },
  "creatives": [
    {
      "id": "A1A1-45",
      "conceptId": "A1A",
      "conceptName": "The ends tell the story",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Names the grow-out-versus-snap frustration directly, echoing the liked original.",
      "headline": "GROWING IT OUT. WATCHING IT SNAP.",
      "lines": [
        "GROWING IT OUT.",
        "WATCHING IT SNAP."
      ],
      "primaryText": "GROWING IT OUT. WATCHING IT SNAP. Give dry, brittle lengths rich batana nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Give dry, brittle lengths\nrich batana nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W42",
        "T01"
      ],
      "referenceIds": [
        "W42",
        "R019",
        "R044"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A1A1",
      "set": "A1",
      "file": "A1A1-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 9,
        "visual": 8.4,
        "conversion": 8,
        "overall": 8.5
      },
      "note": "Strong grow-out/snap tension; original close-up and bottle, one purposeful underline and a clear red oval CTA.",
      "selection": "new",
      "order": 0,
      "origin": "v14 \u00b7 A1A \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Original W42 photo and headline coordinates; original single curved underline, filled red oval CTA with cap clearance. No new photo. Operator acceptance pending.",
      "sourceSet": "A1",
      "sourceImage": "final/angle-1/A1A1-45.png",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "A1A1-916",
      "conceptId": "A1A",
      "conceptName": "The ends tell the story",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Names the grow-out-versus-snap frustration directly, echoing the liked original.",
      "headline": "GROWING IT OUT. WATCHING IT SNAP.",
      "lines": [
        "GROWING IT OUT.",
        "WATCHING IT SNAP."
      ],
      "primaryText": "GROWING IT OUT. WATCHING IT SNAP. Give dry, brittle lengths rich batana nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Give dry, brittle lengths\nrich batana nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W42",
        "T01"
      ],
      "referenceIds": [
        "W42",
        "R019",
        "R044"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A1A1",
      "set": "A1",
      "file": "A1A1-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 9,
        "visual": 8.3,
        "conversion": 8,
        "overall": 8.4
      },
      "note": "Strong grow-out/snap tension; original close-up and bottle, one purposeful underline and a clear red oval CTA. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 0,
      "origin": "v14 \u00b7 A1A \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Original W42 photo and headline coordinates; original single curved underline, filled red oval CTA with cap clearance. No new photo. Operator acceptance pending.",
      "sourceSet": "A1",
      "sourceImage": "final/angle-1/A1A1-916.png",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "A1A2-45",
      "conceptId": "A1A",
      "conceptName": "The ends tell the story",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Contrasts gained length with the rough-ends problem.",
      "headline": "ALL THAT LENGTH. ROUGH ENDS.",
      "lines": [
        "ALL THAT LENGTH.",
        "ROUGH ENDS."
      ],
      "primaryText": "ALL THAT LENGTH. ROUGH ENDS. Give dry, brittle lengths rich batana nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Give dry, brittle lengths\nrich batana nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W42",
        "T01"
      ],
      "referenceIds": [
        "W42",
        "R019",
        "R044"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A1A2",
      "set": "A1",
      "file": "A1A2-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.8,
        "visual": 8.2,
        "conversion": 7.8,
        "overall": 8.0
      },
      "note": "Tangible rough-ends hook and clear bottle; repeats A1A1 photography with a less forceful headline.",
      "selection": "new",
      "order": 1,
      "origin": "v14 \u00b7 A1A \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Original W42 photo and headline coordinates; original single curved underline, filled red oval CTA with cap clearance. No new photo. Operator acceptance pending.",
      "sourceSet": "A1",
      "sourceImage": "final/angle-1/A1A2-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A1A2-916",
      "conceptId": "A1A",
      "conceptName": "The ends tell the story",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Contrasts gained length with the rough-ends problem.",
      "headline": "ALL THAT LENGTH. ROUGH ENDS.",
      "lines": [
        "ALL THAT LENGTH.",
        "ROUGH ENDS."
      ],
      "primaryText": "ALL THAT LENGTH. ROUGH ENDS. Give dry, brittle lengths rich batana nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Give dry, brittle lengths\nrich batana nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W42",
        "T01"
      ],
      "referenceIds": [
        "W42",
        "R019",
        "R044"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A1A2",
      "set": "A1",
      "file": "A1A2-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.8,
        "visual": 8.0,
        "conversion": 7.8,
        "overall": 7.9
      },
      "note": "Tangible rough-ends hook and clear bottle; repeats A1A1 photography with a less forceful headline. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 1,
      "origin": "v14 \u00b7 A1A \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Original W42 photo and headline coordinates; original single curved underline, filled red oval CTA with cap clearance. No new photo. Operator acceptance pending.",
      "sourceSet": "A1",
      "sourceImage": "final/angle-1/A1A2-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A1A3-45",
      "conceptId": "A1A",
      "conceptName": "The ends tell the story",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Gives the experience a short, recognizable frustration label.",
      "headline": "THE GROW-OUT FRUSTRATION.",
      "lines": [
        "THE GROW-OUT",
        "FRUSTRATION."
      ],
      "primaryText": "THE GROW-OUT FRUSTRATION. Give dry, brittle lengths rich batana nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Give dry, brittle lengths\nrich batana nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W42",
        "T01"
      ],
      "referenceIds": [
        "W42",
        "R019",
        "R044"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A1A3",
      "set": "A1",
      "file": "A1A3-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.5,
        "visual": 6.8,
        "conversion": 7,
        "overall": 6.8
      },
      "note": "Abstract frustration hook; the large gap within the headline breaks the reading rhythm.",
      "selection": "new",
      "order": 2,
      "origin": "v14 \u00b7 A1A \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Original W42 photo and headline coordinates; original single curved underline, filled red oval CTA with cap clearance. No new photo. Operator acceptance pending.",
      "sourceSet": "A1",
      "sourceImage": "final/angle-1/A1A3-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A1A3-916",
      "conceptId": "A1A",
      "conceptName": "The ends tell the story",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Gives the experience a short, recognizable frustration label.",
      "headline": "THE GROW-OUT FRUSTRATION.",
      "lines": [
        "THE GROW-OUT",
        "FRUSTRATION."
      ],
      "primaryText": "THE GROW-OUT FRUSTRATION. Give dry, brittle lengths rich batana nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Give dry, brittle lengths\nrich batana nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W42",
        "T01"
      ],
      "referenceIds": [
        "W42",
        "R019",
        "R044"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A1A3",
      "set": "A1",
      "file": "A1A3-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.5,
        "visual": 6.5,
        "conversion": 7,
        "overall": 6.7
      },
      "note": "Abstract frustration hook; the large gap within the headline breaks the reading rhythm. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 2,
      "origin": "v14 \u00b7 A1A \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Original W42 photo and headline coordinates; original single curved underline, filled red oval CTA with cap clearance. No new photo. Operator acceptance pending.",
      "sourceSet": "A1",
      "sourceImage": "final/angle-1/A1A3-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A1B1-45",
      "conceptId": "A1B",
      "conceptName": "Care for the length already here",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Frames ends care as part of the grow-out routine.",
      "headline": "GROWING IT OUT? Start at the ends.",
      "lines": [
        "GROWING IT OUT?",
        "Start at the ends."
      ],
      "primaryText": "GROWING IT OUT? Start at the ends. Dry ends deserve rich nourishment. Massage in a few drops of pure batana oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Dry ends deserve rich nourishment.\nMassage in a few drops of pure batana oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T01",
        "T04",
        "W42"
      ],
      "referenceIds": [
        "W42",
        "R044",
        "R118"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A1B1",
      "set": "A1",
      "file": "A1B1-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.6,
        "visual": 7.8,
        "conversion": 7.8,
        "overall": 7.7
      },
      "note": "Useful ends-first instruction and soft bedroom palette; less urgent than the frayed-ends alternative.",
      "selection": "new",
      "order": 3,
      "origin": "v14 \u00b7 A1B \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Operator-liked pink Bookman italic and peach highlight retained, with filled plum oval CTA grouped below support. Operator acceptance pending.",
      "sourceSet": "A1",
      "sourceImage": "final/angle-1/A1B1-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A1B1-916",
      "conceptId": "A1B",
      "conceptName": "Care for the length already here",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Frames ends care as part of the grow-out routine.",
      "headline": "GROWING IT OUT? Start at the ends.",
      "lines": [
        "GROWING IT OUT?",
        "Start at the ends."
      ],
      "primaryText": "GROWING IT OUT? Start at the ends. Dry ends deserve rich nourishment. Massage in a few drops of pure batana oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Dry ends deserve rich nourishment.\nMassage in a few drops of pure batana oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T01",
        "T04",
        "W42"
      ],
      "referenceIds": [
        "W42",
        "R044",
        "R118"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A1B1",
      "set": "A1",
      "file": "A1B1-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.6,
        "visual": 7.7,
        "conversion": 7.8,
        "overall": 7.7
      },
      "note": "Useful ends-first instruction and soft bedroom palette; less urgent than the frayed-ends alternative. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 3,
      "origin": "v14 \u00b7 A1B \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Operator-liked pink Bookman italic and peach highlight retained, with filled plum oval CTA grouped below support. Operator acceptance pending.",
      "sourceSet": "A1",
      "sourceImage": "final/angle-1/A1B1-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A1B2-45",
      "conceptId": "A1B",
      "conceptName": "Care for the length already here",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "A direct dry-ends question invites the viewer into the demonstrated step.",
      "headline": "DRY, FRAYED ENDS? Give them rich care.",
      "lines": [
        "DRY, FRAYED ENDS?",
        "Give them rich care."
      ],
      "primaryText": "DRY, FRAYED ENDS? Give them rich care. Dry ends deserve rich nourishment. Massage in a few drops of pure batana oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Dry ends deserve rich nourishment.\nMassage in a few drops of pure batana oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T01",
        "T04",
        "W42"
      ],
      "referenceIds": [
        "W42",
        "R044",
        "R118"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A1B2",
      "set": "A1",
      "file": "A1B2-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 8,
        "visual": 8.1,
        "conversion": 7.8,
        "overall": 8.0
      },
      "note": "Direct dry/frayed-ends recognition; cream emphasis and plum serif work with the care action. Bottle is small.",
      "selection": "new",
      "order": 4,
      "origin": "v14 \u00b7 A1B \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Operator-liked pink Bookman italic and peach highlight retained, with filled plum oval CTA grouped below support. Operator acceptance pending.",
      "sourceSet": "A1",
      "sourceImage": "final/angle-1/A1B2-45.png",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "A1B2-916",
      "conceptId": "A1B",
      "conceptName": "Care for the length already here",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "A direct dry-ends question invites the viewer into the demonstrated step.",
      "headline": "DRY, FRAYED ENDS? Give them rich care.",
      "lines": [
        "DRY, FRAYED ENDS?",
        "Give them rich care."
      ],
      "primaryText": "DRY, FRAYED ENDS? Give them rich care. Dry ends deserve rich nourishment. Massage in a few drops of pure batana oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Dry ends deserve rich nourishment.\nMassage in a few drops of pure batana oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T01",
        "T04",
        "W42"
      ],
      "referenceIds": [
        "W42",
        "R044",
        "R118"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A1B2",
      "set": "A1",
      "file": "A1B2-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 8,
        "visual": 8.0,
        "conversion": 7.8,
        "overall": 7.9
      },
      "note": "Direct dry/frayed-ends recognition; cream emphasis and plum serif work with the care action. Bottle is small. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 4,
      "origin": "v14 \u00b7 A1B \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Operator-liked pink Bookman italic and peach highlight retained, with filled plum oval CTA grouped below support. Operator acceptance pending.",
      "sourceSet": "A1",
      "sourceImage": "final/angle-1/A1B2-916.png",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "A1B3-45",
      "conceptId": "A1B",
      "conceptName": "Care for the length already here",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Contrasts the longer-term plan with the immediate place to apply care.",
      "headline": "THE LONG-HAIR PLAN? Care for the ends.",
      "lines": [
        "THE LONG-HAIR PLAN?",
        "Care for the ends."
      ],
      "primaryText": "THE LONG-HAIR PLAN? Care for the ends. Dry ends deserve rich nourishment. Massage in a few drops of pure batana oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Dry ends deserve rich nourishment.\nMassage in a few drops of pure batana oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T01",
        "T04",
        "W42"
      ],
      "referenceIds": [
        "W42",
        "R044",
        "R118"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A1B3",
      "set": "A1",
      "file": "A1B3-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.9,
        "visual": 7.4,
        "conversion": 7.2,
        "overall": 7.2
      },
      "note": "Long-hair-plan phrasing is broad; this scene is better used with the specific frayed-ends hook.",
      "selection": "new",
      "order": 5,
      "origin": "v14 \u00b7 A1B \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Operator-liked pink Bookman italic and peach highlight retained, with filled plum oval CTA grouped below support. Operator acceptance pending.",
      "sourceSet": "A1",
      "sourceImage": "final/angle-1/A1B3-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A1B3-916",
      "conceptId": "A1B",
      "conceptName": "Care for the length already here",
      "angle": "Grow-out frustration",
      "avatar": "Trying to retain length while repeatedly trimming dry, brittle ends.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Contrasts the longer-term plan with the immediate place to apply care.",
      "headline": "THE LONG-HAIR PLAN? Care for the ends.",
      "lines": [
        "THE LONG-HAIR PLAN?",
        "Care for the ends."
      ],
      "primaryText": "THE LONG-HAIR PLAN? Care for the ends. Dry ends deserve rich nourishment. Massage in a few drops of pure batana oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Dry ends deserve rich nourishment.\nMassage in a few drops of pure batana oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T01",
        "T04",
        "W42"
      ],
      "referenceIds": [
        "W42",
        "R044",
        "R118"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A1B3",
      "set": "A1",
      "file": "A1B3-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.9,
        "visual": 7.2,
        "conversion": 7.2,
        "overall": 7.1
      },
      "note": "Long-hair-plan phrasing is broad; this scene is better used with the specific frayed-ends hook. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 5,
      "origin": "v14 \u00b7 A1B \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Operator-liked pink Bookman italic and peach highlight retained, with filled plum oval CTA grouped below support. Operator acceptance pending.",
      "sourceSet": "A1",
      "sourceImage": "final/angle-1/A1B3-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A2A1-45",
      "conceptId": "A2A",
      "conceptName": "The brush pause",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and dreading the next wash-day routine.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Uses the familiar wash-day/dread-day rhyme with the brush object.",
      "headline": "Wash day. Dread day.",
      "lines": [
        "Wash day.",
        "Dread day."
      ],
      "primaryText": "Wash day. Dread day. When every strand matters. Pure batana oil. Scalp to ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "When every strand matters.\nPure batana oil. Scalp to ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W41",
        "T02"
      ],
      "referenceIds": [
        "W41",
        "R019",
        "R123"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A2A1",
      "set": "A2",
      "file": "A2A1-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 9,
        "visual": 8.7,
        "conversion": 8,
        "overall": 8.6
      },
      "note": "Brush full of hair makes the wash-day dread immediate. Visible Wonder bottle and yellow emphasis lead naturally to the oval CTA.",
      "selection": "new",
      "order": 6,
      "origin": "v14 \u00b7 A2A \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Original W41 photo and headline coordinates; original tilted yellow highlight and plum heavy type. Compact filled oval CTA avoids the bottle cap. Operator acceptance pending.",
      "sourceSet": "A2",
      "sourceImage": "final/angle-2/A2A1-45.png",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "A2A1-916",
      "conceptId": "A2A",
      "conceptName": "The brush pause",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and dreading the next wash-day routine.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Uses the familiar wash-day/dread-day rhyme with the brush object.",
      "headline": "Wash day. Dread day.",
      "lines": [
        "Wash day.",
        "Dread day."
      ],
      "primaryText": "Wash day. Dread day. When every strand matters. Pure batana oil. Scalp to ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "When every strand matters.\nPure batana oil. Scalp to ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W41",
        "T02"
      ],
      "referenceIds": [
        "W41",
        "R019",
        "R123"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A2A1",
      "set": "A2",
      "file": "A2A1-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 9,
        "visual": 8.5,
        "conversion": 8,
        "overall": 8.5
      },
      "note": "Brush full of hair makes the wash-day dread immediate. Visible Wonder bottle and yellow emphasis lead naturally to the oval CTA. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 6,
      "origin": "v14 \u00b7 A2A \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Original W41 photo and headline coordinates; original tilted yellow highlight and plum heavy type. Compact filled oval CTA avoids the bottle cap. Operator acceptance pending.",
      "sourceSet": "A2",
      "sourceImage": "final/angle-2/A2A1-916.png",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "A2A2-45",
      "conceptId": "A2A",
      "conceptName": "The brush pause",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and dreading the next wash-day routine.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Names the specific pause when hair is noticed in the brush.",
      "headline": "That hairbrush pause.",
      "lines": [
        "That hairbrush",
        "pause."
      ],
      "primaryText": "That hairbrush pause. When every strand matters. Pure batana oil. Scalp to ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "When every strand matters.\nPure batana oil. Scalp to ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W41",
        "T02"
      ],
      "referenceIds": [
        "W41",
        "R019",
        "R123"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A2A2",
      "set": "A2",
      "file": "A2A2-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.8,
        "visual": 8.1,
        "conversion": 7.7,
        "overall": 7.9
      },
      "note": "Recognizable brush pause but less emotional than Dread Day; same excellent brush-and-bottle photo.",
      "selection": "new",
      "order": 7,
      "origin": "v14 \u00b7 A2A \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Original W41 photo and headline coordinates; original tilted yellow highlight and plum heavy type. Compact filled oval CTA avoids the bottle cap. Operator acceptance pending.",
      "sourceSet": "A2",
      "sourceImage": "final/angle-2/A2A2-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A2A2-916",
      "conceptId": "A2A",
      "conceptName": "The brush pause",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and dreading the next wash-day routine.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Names the specific pause when hair is noticed in the brush.",
      "headline": "That hairbrush pause.",
      "lines": [
        "That hairbrush",
        "pause."
      ],
      "primaryText": "That hairbrush pause. When every strand matters. Pure batana oil. Scalp to ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "When every strand matters.\nPure batana oil. Scalp to ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W41",
        "T02"
      ],
      "referenceIds": [
        "W41",
        "R019",
        "R123"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A2A2",
      "set": "A2",
      "file": "A2A2-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.8,
        "visual": 7.9,
        "conversion": 7.7,
        "overall": 7.8
      },
      "note": "Recognizable brush pause but less emotional than Dread Day; same excellent brush-and-bottle photo. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 7,
      "origin": "v14 \u00b7 A2A \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Original W41 photo and headline coordinates; original tilted yellow highlight and plum heavy type. Compact filled oval CTA avoids the bottle cap. Operator acceptance pending.",
      "sourceSet": "A2",
      "sourceImage": "final/angle-2/A2A2-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A2A3-45",
      "conceptId": "A2A",
      "conceptName": "The brush pause",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and dreading the next wash-day routine.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Makes recurrence, rather than the hair quantity, the emotional entry.",
      "headline": "Another wash. That same worry.",
      "lines": [
        "Another wash.",
        "That same worry."
      ],
      "primaryText": "Another wash. That same worry. When every strand matters. Pure batana oil. Scalp to ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "When every strand matters.\nPure batana oil. Scalp to ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W41",
        "T02"
      ],
      "referenceIds": [
        "W41",
        "R019",
        "R123"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A2A3",
      "set": "A2",
      "file": "A2A3-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 8,
        "visual": 7.8,
        "conversion": 7.8,
        "overall": 7.9
      },
      "note": "Repeat-wash worry is clear, but the longer highlighted line presses toward the frame edge.",
      "selection": "new",
      "order": 8,
      "origin": "v14 \u00b7 A2A \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Original W41 photo and headline coordinates; original tilted yellow highlight and plum heavy type. Compact filled oval CTA avoids the bottle cap. Operator acceptance pending.",
      "sourceSet": "A2",
      "sourceImage": "final/angle-2/A2A3-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A2A3-916",
      "conceptId": "A2A",
      "conceptName": "The brush pause",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and dreading the next wash-day routine.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Makes recurrence, rather than the hair quantity, the emotional entry.",
      "headline": "Another wash. That same worry.",
      "lines": [
        "Another wash.",
        "That same worry."
      ],
      "primaryText": "Another wash. That same worry. When every strand matters. Pure batana oil. Scalp to ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "When every strand matters.\nPure batana oil. Scalp to ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "W41",
        "T02"
      ],
      "referenceIds": [
        "W41",
        "R019",
        "R123"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A2A3",
      "set": "A2",
      "file": "A2A3-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 8,
        "visual": 7.7,
        "conversion": 7.8,
        "overall": 7.8
      },
      "note": "Repeat-wash worry is clear, but the longer highlighted line presses toward the frame edge. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 8,
      "origin": "v14 \u00b7 A2A \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Original W41 photo and headline coordinates; original tilted yellow highlight and plum heavy type. Compact filled oval CTA avoids the bottle cap. Operator acceptance pending.",
      "sourceSet": "A2",
      "sourceImage": "final/angle-2/A2A3-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A2B1-45",
      "conceptId": "A2B",
      "conceptName": "A gentler moment in the routine",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and wanting a clear post-wash care step.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Moves from wash-day worry into the shown scalp-care moment.",
      "headline": "WASH-DAY WORRY?",
      "lines": [
        "WASH-DAY",
        "WORRY?"
      ],
      "primaryText": "WASH-DAY WORRY? Nourish the scalp. Care for dry ends. Massage in a few drops of Wonder. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Nourish the scalp. Care for dry ends.\nMassage in a few drops of Wonder.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T02",
        "T03",
        "W41"
      ],
      "referenceIds": [
        "R118",
        "R063"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A2B1",
      "set": "A2",
      "file": "A2B1-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.8,
        "visual": 7.8,
        "conversion": 7.7,
        "overall": 7.8
      },
      "note": "Blue and yellow hierarchy, visible bottle and human scalp-care action add variety. Her relaxed expression softens the worry hook.",
      "selection": "new",
      "order": 9,
      "origin": "v14 \u00b7 A2B \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Operator-liked blue condensed type and yellow phrase highlight retained; CTA grouped directly below support. Operator acceptance pending.",
      "sourceSet": "A2",
      "sourceImage": "final/angle-2/A2B1-45.png",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "A2B1-916",
      "conceptId": "A2B",
      "conceptName": "A gentler moment in the routine",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and wanting a clear post-wash care step.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Moves from wash-day worry into the shown scalp-care moment.",
      "headline": "WASH-DAY WORRY?",
      "lines": [
        "WASH-DAY",
        "WORRY?"
      ],
      "primaryText": "WASH-DAY WORRY? Nourish the scalp. Care for dry ends. Massage in a few drops of Wonder. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Nourish the scalp. Care for dry ends.\nMassage in a few drops of Wonder.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T02",
        "T03",
        "W41"
      ],
      "referenceIds": [
        "R118",
        "R063"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A2B1",
      "set": "A2",
      "file": "A2B1-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.8,
        "visual": 7.6,
        "conversion": 7.7,
        "overall": 7.7
      },
      "note": "Blue and yellow hierarchy, visible bottle and human scalp-care action add variety. Her relaxed expression softens the worry hook. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 9,
      "origin": "v14 \u00b7 A2B \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Operator-liked blue condensed type and yellow phrase highlight retained; CTA grouped directly below support. Operator acceptance pending.",
      "sourceSet": "A2",
      "sourceImage": "final/angle-2/A2B1-916.png",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "A2B2-45",
      "conceptId": "A2B",
      "conceptName": "A gentler moment in the routine",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and wanting a clear post-wash care step.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "A sequential hook makes the product step easier to place in the routine.",
      "headline": "THAT POST-WASH BRUSH CHECK.",
      "lines": [
        "THAT POST-WASH",
        "BRUSH CHECK."
      ],
      "primaryText": "THAT POST-WASH BRUSH CHECK. Nourish the scalp. Care for dry ends. Massage in a few drops of Wonder. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Nourish the scalp. Care for dry ends.\nMassage in a few drops of Wonder.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T02",
        "T03",
        "W41"
      ],
      "referenceIds": [
        "R118",
        "R063"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A2B2",
      "set": "A2",
      "file": "A2B2-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.2,
        "visual": 7.6,
        "conversion": 7.3,
        "overall": 7.4
      },
      "note": "Names a brush check but shows scalp massage; the action does not illustrate the headline closely enough.",
      "selection": "new",
      "order": 10,
      "origin": "v14 \u00b7 A2B \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Operator-liked blue condensed type and yellow phrase highlight retained; CTA grouped directly below support. Operator acceptance pending.",
      "sourceSet": "A2",
      "sourceImage": "final/angle-2/A2B2-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A2B2-916",
      "conceptId": "A2B",
      "conceptName": "A gentler moment in the routine",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and wanting a clear post-wash care step.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "A sequential hook makes the product step easier to place in the routine.",
      "headline": "THAT POST-WASH BRUSH CHECK.",
      "lines": [
        "THAT POST-WASH",
        "BRUSH CHECK."
      ],
      "primaryText": "THAT POST-WASH BRUSH CHECK. Nourish the scalp. Care for dry ends. Massage in a few drops of Wonder. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Nourish the scalp. Care for dry ends.\nMassage in a few drops of Wonder.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T02",
        "T03",
        "W41"
      ],
      "referenceIds": [
        "R118",
        "R063"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A2B2",
      "set": "A2",
      "file": "A2B2-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.2,
        "visual": 7.4,
        "conversion": 7.3,
        "overall": 7.3
      },
      "note": "Names a brush check but shows scalp massage; the action does not illustrate the headline closely enough. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 10,
      "origin": "v14 \u00b7 A2B \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Operator-liked blue condensed type and yellow phrase highlight retained; CTA grouped directly below support. Operator acceptance pending.",
      "sourceSet": "A2",
      "sourceImage": "final/angle-2/A2B2-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A2B3-45",
      "conceptId": "A2B",
      "conceptName": "A gentler moment in the routine",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and wanting a clear post-wash care step.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Connects the brush moment to a concrete care action without promising less shedding.",
      "headline": "WHEN WASH DAY FEELS LOADED.",
      "lines": [
        "WHEN WASH DAY",
        "FEELS LOADED."
      ],
      "primaryText": "WHEN WASH DAY FEELS LOADED. Nourish the scalp. Care for dry ends. Massage in a few drops of Wonder. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Nourish the scalp. Care for dry ends.\nMassage in a few drops of Wonder.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T02",
        "T03",
        "W41"
      ],
      "referenceIds": [
        "R118",
        "R063"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A2B3",
      "set": "A2",
      "file": "A2B3-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.5,
        "visual": 7.1,
        "conversion": 7.1,
        "overall": 6.9
      },
      "note": "Loaded is vague, and the smiling care scene does little to explain the tension.",
      "selection": "new",
      "order": 11,
      "origin": "v14 \u00b7 A2B \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Operator-liked blue condensed type and yellow phrase highlight retained; CTA grouped directly below support. Operator acceptance pending.",
      "sourceSet": "A2",
      "sourceImage": "final/angle-2/A2B3-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A2B3-916",
      "conceptId": "A2B",
      "conceptName": "A gentler moment in the routine",
      "angle": "Brush and wash-day worry",
      "avatar": "Noticing hair in the brush and wanting a clear post-wash care step.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Connects the brush moment to a concrete care action without promising less shedding.",
      "headline": "WHEN WASH DAY FEELS LOADED.",
      "lines": [
        "WHEN WASH DAY",
        "FEELS LOADED."
      ],
      "primaryText": "WHEN WASH DAY FEELS LOADED. Nourish the scalp. Care for dry ends. Massage in a few drops of Wonder. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Nourish the scalp. Care for dry ends.\nMassage in a few drops of Wonder.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T02",
        "T03",
        "W41"
      ],
      "referenceIds": [
        "R118",
        "R063"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A2B3",
      "set": "A2",
      "file": "A2B3-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.5,
        "visual": 7.0,
        "conversion": 7.1,
        "overall": 6.9
      },
      "note": "Loaded is vague, and the smiling care scene does little to explain the tension. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 11,
      "origin": "v14 \u00b7 A2B \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Operator-liked blue condensed type and yellow phrase highlight retained; CTA grouped directly below support. Operator acceptance pending.",
      "sourceSet": "A2",
      "sourceImage": "final/angle-2/A2B3-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A3A1-45",
      "conceptId": "A3A",
      "conceptName": "The tactile ends-care step",
      "angle": "Dry lengths and neglected care",
      "avatar": "Hair feels rough soon after washing; looking for rich care for dry lengths.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Contrasts a fresh wash with persistent roughness.",
      "headline": "FRESHLY WASHED. STILL ROUGH?",
      "lines": [
        "FRESHLY WASHED.",
        "STILL ROUGH?"
      ],
      "primaryText": "FRESHLY WASHED. STILL ROUGH? Give dry, brittle hair rich, pure batana nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Give dry, brittle hair\nrich, pure batana nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T04",
        "O1"
      ],
      "referenceIds": [
        "R114",
        "R150"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A3A1",
      "set": "A3",
      "file": "A3A1-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.5,
        "visual": 6.5,
        "conversion": 7.2,
        "overall": 7.0
      },
      "note": "Fresh wash/still rough is concrete, but the small centered headline floats above a large blank wall.",
      "selection": "new",
      "order": 12,
      "origin": "v14 \u00b7 A3A \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Centered regular-and-italic editorial headline and phrase highlight. Support and oval CTA share the center axis. Operator acceptance pending.",
      "sourceSet": "A3",
      "sourceImage": "final/angle-3/A3A1-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A3A1-916",
      "conceptId": "A3A",
      "conceptName": "The tactile ends-care step",
      "angle": "Dry lengths and neglected care",
      "avatar": "Hair feels rough soon after washing; looking for rich care for dry lengths.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Contrasts a fresh wash with persistent roughness.",
      "headline": "FRESHLY WASHED. STILL ROUGH?",
      "lines": [
        "FRESHLY WASHED.",
        "STILL ROUGH?"
      ],
      "primaryText": "FRESHLY WASHED. STILL ROUGH? Give dry, brittle hair rich, pure batana nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Give dry, brittle hair\nrich, pure batana nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T04",
        "O1"
      ],
      "referenceIds": [
        "R114",
        "R150"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A3A1",
      "set": "A3",
      "file": "A3A1-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.5,
        "visual": 6.1,
        "conversion": 7.2,
        "overall": 6.8
      },
      "note": "Fresh wash/still rough is concrete, but the small centered headline floats above a large blank wall. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 12,
      "origin": "v14 \u00b7 A3A \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Centered regular-and-italic editorial headline and phrase highlight. Support and oval CTA share the center axis. Operator acceptance pending.",
      "sourceSet": "A3",
      "sourceImage": "final/angle-3/A3A1-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A3A2-45",
      "conceptId": "A3A",
      "conceptName": "The tactile ends-care step",
      "angle": "Dry lengths and neglected care",
      "avatar": "Hair feels rough soon after washing; looking for rich care for dry lengths.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Uses the clean-versus-dry contrast in a compressed sensory hook.",
      "headline": "CLEAN HAIR. THIRSTY ENDS.",
      "lines": [
        "CLEAN HAIR.",
        "THIRSTY ENDS."
      ],
      "primaryText": "CLEAN HAIR. THIRSTY ENDS. Give dry, brittle hair rich, pure batana nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Give dry, brittle hair\nrich, pure batana nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T04",
        "O1"
      ],
      "referenceIds": [
        "R114",
        "R150"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A3A2",
      "set": "A3",
      "file": "A3A2-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.8,
        "visual": 6.4,
        "conversion": 7,
        "overall": 6.7
      },
      "note": "Thirsty ends is less specific than roughness; excessive empty wall separates the hook from the product.",
      "selection": "new",
      "order": 13,
      "origin": "v14 \u00b7 A3A \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Centered regular-and-italic editorial headline and phrase highlight. Support and oval CTA share the center axis. Operator acceptance pending.",
      "sourceSet": "A3",
      "sourceImage": "final/angle-3/A3A2-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A3A2-916",
      "conceptId": "A3A",
      "conceptName": "The tactile ends-care step",
      "angle": "Dry lengths and neglected care",
      "avatar": "Hair feels rough soon after washing; looking for rich care for dry lengths.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Uses the clean-versus-dry contrast in a compressed sensory hook.",
      "headline": "CLEAN HAIR. THIRSTY ENDS.",
      "lines": [
        "CLEAN HAIR.",
        "THIRSTY ENDS."
      ],
      "primaryText": "CLEAN HAIR. THIRSTY ENDS. Give dry, brittle hair rich, pure batana nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Give dry, brittle hair\nrich, pure batana nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T04",
        "O1"
      ],
      "referenceIds": [
        "R114",
        "R150"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A3A2",
      "set": "A3",
      "file": "A3A2-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.8,
        "visual": 6.0,
        "conversion": 7,
        "overall": 6.5
      },
      "note": "Thirsty ends is less specific than roughness; excessive empty wall separates the hook from the product. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 13,
      "origin": "v14 \u00b7 A3A \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Centered regular-and-italic editorial headline and phrase highlight. Support and oval CTA share the center axis. Operator acceptance pending.",
      "sourceSet": "A3",
      "sourceImage": "final/angle-3/A3A2-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A3A3-45",
      "conceptId": "A3A",
      "conceptName": "The tactile ends-care step",
      "angle": "Dry lengths and neglected care",
      "avatar": "Hair feels rough soon after washing; looking for rich care for dry lengths.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Links rough feel with a rich care step directly.",
      "headline": "ROUGH TO THE TOUCH? REACH FOR RICH CARE.",
      "lines": [
        "ROUGH TO THE TOUCH?",
        "REACH FOR RICH CARE."
      ],
      "primaryText": "ROUGH TO THE TOUCH? REACH FOR RICH CARE. Give dry, brittle hair rich, pure batana nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Give dry, brittle hair\nrich, pure batana nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T04",
        "O1"
      ],
      "referenceIds": [
        "R114",
        "R150"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A3A3",
      "set": "A3",
      "file": "A3A3-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.9,
        "visual": 6.1,
        "conversion": 7,
        "overall": 6.6
      },
      "note": "Long, small headline loses impact; photo action sits too far below it.",
      "selection": "new",
      "order": 14,
      "origin": "v14 \u00b7 A3A \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Centered regular-and-italic editorial headline and phrase highlight. Support and oval CTA share the center axis. Operator acceptance pending.",
      "sourceSet": "A3",
      "sourceImage": "final/angle-3/A3A3-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A3A3-916",
      "conceptId": "A3A",
      "conceptName": "The tactile ends-care step",
      "angle": "Dry lengths and neglected care",
      "avatar": "Hair feels rough soon after washing; looking for rich care for dry lengths.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Links rough feel with a rich care step directly.",
      "headline": "ROUGH TO THE TOUCH? REACH FOR RICH CARE.",
      "lines": [
        "ROUGH TO THE TOUCH?",
        "REACH FOR RICH CARE."
      ],
      "primaryText": "ROUGH TO THE TOUCH? REACH FOR RICH CARE. Give dry, brittle hair rich, pure batana nourishment. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Give dry, brittle hair\nrich, pure batana nourishment.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T04",
        "O1"
      ],
      "referenceIds": [
        "R114",
        "R150"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A3A3",
      "set": "A3",
      "file": "A3A3-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.9,
        "visual": 5.9,
        "conversion": 7,
        "overall": 6.5
      },
      "note": "Long, small headline loses impact; photo action sits too far below it. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 14,
      "origin": "v14 \u00b7 A3A \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Centered regular-and-italic editorial headline and phrase highlight. Support and oval CTA share the center axis. Operator acceptance pending.",
      "sourceSet": "A3",
      "sourceImage": "final/angle-3/A3A3-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A3B1-45",
      "conceptId": "A3B",
      "conceptName": "A routine worth remembering",
      "angle": "Dry lengths and neglected care",
      "avatar": "Rough ends after washing and an ends-care step that gets forgotten.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Adds the neglected ends step to the familiar washing sequence.",
      "headline": "ROUGH ENDS? Give them rich care.",
      "lines": [
        "ROUGH ENDS?",
        "Give them rich care."
      ],
      "primaryText": "ROUGH ENDS? Give them rich care. A few drops of Wonder. Massage through damp or dry ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "A few drops. Damp or dry hair.\nMassage into ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T05",
        "T04"
      ],
      "referenceIds": [
        "R118",
        "R087"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "\u2713 Damp or dry hair \u00b7 \u2713 A few drops \u00b7 \u2713 Massage through ends",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A3B1",
      "set": "A3",
      "file": "A3B1-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.3,
        "visual": 7.7,
        "conversion": 7.7,
        "overall": 7.6
      },
      "note": "Attractive sage product-and-hand composition; small type limits stopping power.",
      "selection": "new",
      "order": 15,
      "origin": "v14 \u00b7 A3B \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Compact sage composition with a paper-style phrase highlight. Single-line headline preserves clearance above the bottle. Operator acceptance pending.",
      "sourceSet": "A3",
      "sourceImage": "final/angle-3/A3B1-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A3B1-916",
      "conceptId": "A3B",
      "conceptName": "A routine worth remembering",
      "angle": "Dry lengths and neglected care",
      "avatar": "Rough ends after washing and an ends-care step that gets forgotten.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Adds the neglected ends step to the familiar washing sequence.",
      "headline": "ROUGH ENDS? Give them rich care.",
      "lines": [
        "ROUGH ENDS?",
        "Give them rich care."
      ],
      "primaryText": "ROUGH ENDS? Give them rich care. A few drops of Wonder. Massage through damp or dry ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "A few drops. Damp or dry hair.\nMassage into ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T05",
        "T04"
      ],
      "referenceIds": [
        "R118",
        "R087"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "\u2713 Damp or dry hair \u00b7 \u2713 A few drops \u00b7 \u2713 Massage through ends",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A3B1",
      "set": "A3",
      "file": "A3B1-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.3,
        "visual": 7.3,
        "conversion": 7.7,
        "overall": 7.4
      },
      "note": "Attractive sage product-and-hand composition; small type limits stopping power. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 15,
      "origin": "v14 \u00b7 A3B \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Compact sage composition with a paper-style phrase highlight. Single-line headline preserves clearance above the bottle. Operator acceptance pending.",
      "sourceSet": "A3",
      "sourceImage": "final/angle-3/A3B1-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A3B2-45",
      "conceptId": "A3B",
      "conceptName": "A routine worth remembering",
      "angle": "Dry lengths and neglected care",
      "avatar": "Rough ends after washing and an ends-care step that gets forgotten.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Names a routine gap rather than offering an unrelated benefit.",
      "headline": "WASHED. CONDITIONED. Still dry at the ends?",
      "lines": [
        "WASHED. CONDITIONED.",
        "Still dry at the ends?"
      ],
      "primaryText": "WASHED. CONDITIONED. Still dry at the ends? A few drops of Wonder. Massage through damp or dry ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "A few drops. Damp or dry hair.\nMassage into ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T05",
        "T04"
      ],
      "referenceIds": [
        "R118",
        "R087"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "\u2713 Damp or dry hair \u00b7 \u2713 A few drops \u00b7 \u2713 Massage through ends",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A3B2",
      "set": "A3",
      "file": "A3B2-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 8,
        "visual": 7.7,
        "conversion": 7.9,
        "overall": 7.9
      },
      "note": "Washed and conditioned yet still dry names a specific failed routine. Product and comb are clear; headline needs more scale.",
      "selection": "new",
      "order": 16,
      "origin": "v14 \u00b7 A3B \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Compact sage composition with a paper-style phrase highlight. Single-line headline preserves clearance above the bottle. Operator acceptance pending.",
      "sourceSet": "A3",
      "sourceImage": "final/angle-3/A3B2-45.png",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "A3B2-916",
      "conceptId": "A3B",
      "conceptName": "A routine worth remembering",
      "angle": "Dry lengths and neglected care",
      "avatar": "Rough ends after washing and an ends-care step that gets forgotten.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Names a routine gap rather than offering an unrelated benefit.",
      "headline": "WASHED. CONDITIONED. Still dry at the ends?",
      "lines": [
        "WASHED. CONDITIONED.",
        "Still dry at the ends?"
      ],
      "primaryText": "WASHED. CONDITIONED. Still dry at the ends? A few drops of Wonder. Massage through damp or dry ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "A few drops. Damp or dry hair.\nMassage into ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T05",
        "T04"
      ],
      "referenceIds": [
        "R118",
        "R087"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "\u2713 Damp or dry hair \u00b7 \u2713 A few drops \u00b7 \u2713 Massage through ends",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A3B2",
      "set": "A3",
      "file": "A3B2-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 8,
        "visual": 7.3,
        "conversion": 7.9,
        "overall": 7.7
      },
      "note": "Washed and conditioned yet still dry names a specific failed routine. Product and comb are clear; headline needs more scale. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 16,
      "origin": "v14 \u00b7 A3B \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Compact sage composition with a paper-style phrase highlight. Single-line headline preserves clearance above the bottle. Operator acceptance pending.",
      "sourceSet": "A3",
      "sourceImage": "final/angle-3/A3B2-916.png",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "A3B3-45",
      "conceptId": "A3B",
      "conceptName": "A routine worth remembering",
      "angle": "Dry lengths and neglected care",
      "avatar": "Rough ends after washing and an ends-care step that gets forgotten.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Turns rough-end recognition into a specific application reminder.",
      "headline": "THE LAST FEW INCHES. Still feeling rough?",
      "lines": [
        "THE LAST FEW INCHES.",
        "Still feeling rough?"
      ],
      "primaryText": "THE LAST FEW INCHES. Still feeling rough? A few drops of Wonder. Massage through damp or dry ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "A few drops. Damp or dry hair.\nMassage into ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T05",
        "T04"
      ],
      "referenceIds": [
        "R118",
        "R087"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "\u2713 Damp or dry hair \u00b7 \u2713 A few drops \u00b7 \u2713 Massage through ends",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A3B3",
      "set": "A3",
      "file": "A3B3-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.5,
        "visual": 7.3,
        "conversion": 7.6,
        "overall": 7.4
      },
      "note": "Last few inches gives a clear location, but the restrained text is easy to pass over.",
      "selection": "new",
      "order": 17,
      "origin": "v14 \u00b7 A3B \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Compact sage composition with a paper-style phrase highlight. Single-line headline preserves clearance above the bottle. Operator acceptance pending.",
      "sourceSet": "A3",
      "sourceImage": "final/angle-3/A3B3-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A3B3-916",
      "conceptId": "A3B",
      "conceptName": "A routine worth remembering",
      "angle": "Dry lengths and neglected care",
      "avatar": "Rough ends after washing and an ends-care step that gets forgotten.",
      "funnel": "TOF / MOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Turns rough-end recognition into a specific application reminder.",
      "headline": "THE LAST FEW INCHES. Still feeling rough?",
      "lines": [
        "THE LAST FEW INCHES.",
        "Still feeling rough?"
      ],
      "primaryText": "THE LAST FEW INCHES. Still feeling rough? A few drops of Wonder. Massage through damp or dry ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "A few drops. Damp or dry hair.\nMassage into ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "T05",
        "T04"
      ],
      "referenceIds": [
        "R118",
        "R087"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "\u2713 Damp or dry hair \u00b7 \u2713 A few drops \u00b7 \u2713 Massage through ends",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A3B3",
      "set": "A3",
      "file": "A3B3-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.5,
        "visual": 7.0,
        "conversion": 7.6,
        "overall": 7.3
      },
      "note": "Last few inches gives a clear location, but the restrained text is easy to pass over. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 17,
      "origin": "v14 \u00b7 A3B \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Compact sage composition with a paper-style phrase highlight. Single-line headline preserves clearance above the bottle. Operator acceptance pending.",
      "sourceSet": "A3",
      "sourceImage": "final/angle-3/A3B3-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A4A1-45",
      "conceptId": "A4A",
      "conceptName": "The ponytail moment",
      "angle": "Hair identity",
      "avatar": "Missing the familiar feel of a ponytail and noticing rough lengths during styling.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "A question names the familiar ponytail the viewer misses.",
      "headline": "MISS YOUR FAMILIAR PONYTAIL?",
      "lines": [
        "MISS YOUR",
        "FAMILIAR PONYTAIL?"
      ],
      "primaryText": "MISS YOUR FAMILIAR PONYTAIL? Dry lengths deserve care. Nourish them with pure batana oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Dry lengths deserve care.\nNourish them with pure batana oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I1",
        "T01"
      ],
      "referenceIds": [
        "R101",
        "R110"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A4A1",
      "set": "A4",
      "file": "A4A1-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.8,
        "visual": 7.1,
        "conversion": 6.4,
        "overall": 6.8
      },
      "note": "Familiar ponytail wording feels unnatural; implied density concern is only loosely connected to the dry-lengths care step.",
      "selection": "new",
      "order": 18,
      "origin": "v14 \u00b7 A4A \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Centered serif/italic hierarchy with rose phrase highlight, support and oval CTA above the styling moment. Operator acceptance pending.",
      "sourceSet": "A4",
      "sourceImage": "final/angle-4/A4A1-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A4A1-916",
      "conceptId": "A4A",
      "conceptName": "The ponytail moment",
      "angle": "Hair identity",
      "avatar": "Missing the familiar feel of a ponytail and noticing rough lengths during styling.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "A question names the familiar ponytail the viewer misses.",
      "headline": "MISS YOUR FAMILIAR PONYTAIL?",
      "lines": [
        "MISS YOUR",
        "FAMILIAR PONYTAIL?"
      ],
      "primaryText": "MISS YOUR FAMILIAR PONYTAIL? Dry lengths deserve care. Nourish them with pure batana oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Dry lengths deserve care.\nNourish them with pure batana oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I1",
        "T01"
      ],
      "referenceIds": [
        "R101",
        "R110"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A4A1",
      "set": "A4",
      "file": "A4A1-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.8,
        "visual": 6.9,
        "conversion": 6.4,
        "overall": 6.7
      },
      "note": "Familiar ponytail wording feels unnatural; implied density concern is only loosely connected to the dry-lengths care step. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 18,
      "origin": "v14 \u00b7 A4A \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Centered serif/italic hierarchy with rose phrase highlight, support and oval CTA above the styling moment. Operator acceptance pending.",
      "sourceSet": "A4",
      "sourceImage": "final/angle-4/A4A1-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A4A2-45",
      "conceptId": "A4A",
      "conceptName": "The ponytail moment",
      "angle": "Hair identity",
      "avatar": "Missing the familiar feel of a ponytail and noticing rough lengths during styling.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "An unchanged hair tie makes a changed hair feel concrete.",
      "headline": "SAME HAIR TIE. ROUGHER LENGTHS.",
      "lines": [
        "SAME HAIR TIE.",
        "ROUGHER LENGTHS."
      ],
      "primaryText": "SAME HAIR TIE. ROUGHER LENGTHS. Dry lengths deserve care. Nourish them with pure batana oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Dry lengths deserve care.\nNourish them with pure batana oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I1",
        "T01"
      ],
      "referenceIds": [
        "R101",
        "R110"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A4A2",
      "set": "A4",
      "file": "A4A2-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.5,
        "visual": 7,
        "conversion": 6.6,
        "overall": 6.7
      },
      "note": "The hair tie does not help explain roughness. Pleasant photo and color cannot resolve the weak premise.",
      "selection": "new",
      "order": 19,
      "origin": "v14 \u00b7 A4A \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Centered serif/italic hierarchy with rose phrase highlight, support and oval CTA above the styling moment. Operator acceptance pending.",
      "sourceSet": "A4",
      "sourceImage": "final/angle-4/A4A2-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A4A2-916",
      "conceptId": "A4A",
      "conceptName": "The ponytail moment",
      "angle": "Hair identity",
      "avatar": "Missing the familiar feel of a ponytail and noticing rough lengths during styling.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "An unchanged hair tie makes a changed hair feel concrete.",
      "headline": "SAME HAIR TIE. ROUGHER LENGTHS.",
      "lines": [
        "SAME HAIR TIE.",
        "ROUGHER LENGTHS."
      ],
      "primaryText": "SAME HAIR TIE. ROUGHER LENGTHS. Dry lengths deserve care. Nourish them with pure batana oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Dry lengths deserve care.\nNourish them with pure batana oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I1",
        "T01"
      ],
      "referenceIds": [
        "R101",
        "R110"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A4A2",
      "set": "A4",
      "file": "A4A2-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.5,
        "visual": 6.8,
        "conversion": 6.6,
        "overall": 6.6
      },
      "note": "The hair tie does not help explain roughness. Pleasant photo and color cannot resolve the weak premise. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 19,
      "origin": "v14 \u00b7 A4A \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Centered serif/italic hierarchy with rose phrase highlight, support and oval CTA above the styling moment. Operator acceptance pending.",
      "sourceSet": "A4",
      "sourceImage": "final/angle-4/A4A2-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A4A3-45",
      "conceptId": "A4A",
      "conceptName": "The ponytail moment",
      "angle": "Hair identity",
      "avatar": "Missing the familiar feel of a ponytail and noticing rough lengths during styling.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Uses the ponytail feel as the immediate recognition cue.",
      "headline": "THAT PONYTAIL FEELS DIFFERENT.",
      "lines": [
        "THAT PONYTAIL",
        "FEELS DIFFERENT."
      ],
      "primaryText": "THAT PONYTAIL FEELS DIFFERENT. Dry lengths deserve care. Nourish them with pure batana oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Dry lengths deserve care.\nNourish them with pure batana oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I1",
        "T01"
      ],
      "referenceIds": [
        "R101",
        "R110"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A4A3",
      "set": "A4",
      "file": "A4A3-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.4,
        "visual": 6.9,
        "conversion": 6.4,
        "overall": 6.6
      },
      "note": "Feels different leaves the actual problem unspecified; little reason to move from this photo to Wonder.",
      "selection": "new",
      "order": 20,
      "origin": "v14 \u00b7 A4A \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Centered serif/italic hierarchy with rose phrase highlight, support and oval CTA above the styling moment. Operator acceptance pending.",
      "sourceSet": "A4",
      "sourceImage": "final/angle-4/A4A3-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A4A3-916",
      "conceptId": "A4A",
      "conceptName": "The ponytail moment",
      "angle": "Hair identity",
      "avatar": "Missing the familiar feel of a ponytail and noticing rough lengths during styling.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Uses the ponytail feel as the immediate recognition cue.",
      "headline": "THAT PONYTAIL FEELS DIFFERENT.",
      "lines": [
        "THAT PONYTAIL",
        "FEELS DIFFERENT."
      ],
      "primaryText": "THAT PONYTAIL FEELS DIFFERENT. Dry lengths deserve care. Nourish them with pure batana oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Dry lengths deserve care.\nNourish them with pure batana oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I1",
        "T01"
      ],
      "referenceIds": [
        "R101",
        "R110"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A4A3",
      "set": "A4",
      "file": "A4A3-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.4,
        "visual": 6.7,
        "conversion": 6.4,
        "overall": 6.5
      },
      "note": "Feels different leaves the actual problem unspecified; little reason to move from this photo to Wonder. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 20,
      "origin": "v14 \u00b7 A4A \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Centered serif/italic hierarchy with rose phrase highlight, support and oval CTA above the styling moment. Operator acceptance pending.",
      "sourceSet": "A4",
      "sourceImage": "final/angle-4/A4A3-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A4B1-45",
      "conceptId": "A4B",
      "conceptName": "A note to my ends",
      "angle": "Hair identity",
      "avatar": "Missing a familiar hair routine; wanting to reconnect with a concrete ends-care habit.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "A self-addressed reminder gives the care habit an editorial voice.",
      "headline": "Note to self. Care for my dry ends.",
      "lines": [
        "NOTE TO SELF",
        "Care for\nmy dry ends."
      ],
      "primaryText": "NOTE TO SELF My dry ends need care, too. Before the hair tie: a few drops of Wonder through damp or dry ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "A few drops. Damp or dry ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I2",
        "T05",
        "T06"
      ],
      "referenceIds": [
        "R057",
        "R110"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A4B1",
      "set": "A4",
      "file": "A4B1-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.5,
        "visual": 8.1,
        "conversion": 7.7,
        "overall": 7.8
      },
      "note": "The note-to-self card feels intentional, with lavender texture and visible product. A softer reminder rather than a hard pain hook.",
      "selection": "new",
      "order": 21,
      "origin": "v14 \u00b7 A4B \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Compact cream note card on the existing lavender textile photo. All copy and CTA contained in the card; bottle remains clear. Operator acceptance pending.",
      "sourceSet": "A4",
      "sourceImage": "final/angle-4/A4B1-45.png",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "A4B1-916",
      "conceptId": "A4B",
      "conceptName": "A note to my ends",
      "angle": "Hair identity",
      "avatar": "Missing a familiar hair routine; wanting to reconnect with a concrete ends-care habit.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "A self-addressed reminder gives the care habit an editorial voice.",
      "headline": "Note to self. Care for my dry ends.",
      "lines": [
        "NOTE TO SELF",
        "Care for\nmy dry ends."
      ],
      "primaryText": "NOTE TO SELF My dry ends need care, too. Before the hair tie: a few drops of Wonder through damp or dry ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "A few drops. Damp or dry ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I2",
        "T05",
        "T06"
      ],
      "referenceIds": [
        "R057",
        "R110"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A4B1",
      "set": "A4",
      "file": "A4B1-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.5,
        "visual": 8.0,
        "conversion": 7.7,
        "overall": 7.8
      },
      "note": "The note-to-self card feels intentional, with lavender texture and visible product. A softer reminder rather than a hard pain hook. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 21,
      "origin": "v14 \u00b7 A4B \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Compact cream note card on the existing lavender textile photo. All copy and CTA contained in the card; bottle remains clear. Operator acceptance pending.",
      "sourceSet": "A4",
      "sourceImage": "final/angle-4/A4B1-916.png",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "A4B2-45",
      "conceptId": "A4B",
      "conceptName": "A note to my ends",
      "angle": "Hair identity",
      "avatar": "Missing a familiar hair routine; wanting to reconnect with a concrete ends-care habit.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Labels the note around the specific dry-ends need.",
      "headline": "BEFORE THE HAIR TIE A little care for my dry ends.",
      "lines": [
        "BEFORE THE HAIR TIE",
        "A little care\nfor my dry ends."
      ],
      "primaryText": "BEFORE THE HAIR TIE A little care for my dry ends. Before the hair tie: a few drops of Wonder through damp or dry ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "A few drops. Damp or dry ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I2",
        "T05",
        "T06"
      ],
      "referenceIds": [
        "R057",
        "R110"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A4B2",
      "set": "A4",
      "file": "A4B2-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.8,
        "visual": 7.7,
        "conversion": 7.2,
        "overall": 7.3
      },
      "note": "Longer note repeats A4B1 with a less immediate opening; good product still life.",
      "selection": "new",
      "order": 22,
      "origin": "v14 \u00b7 A4B \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Compact cream note card on the existing lavender textile photo. All copy and CTA contained in the card; bottle remains clear. Operator acceptance pending.",
      "sourceSet": "A4",
      "sourceImage": "final/angle-4/A4B2-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A4B2-916",
      "conceptId": "A4B",
      "conceptName": "A note to my ends",
      "angle": "Hair identity",
      "avatar": "Missing a familiar hair routine; wanting to reconnect with a concrete ends-care habit.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Labels the note around the specific dry-ends need.",
      "headline": "BEFORE THE HAIR TIE A little care for my dry ends.",
      "lines": [
        "BEFORE THE HAIR TIE",
        "A little care\nfor my dry ends."
      ],
      "primaryText": "BEFORE THE HAIR TIE A little care for my dry ends. Before the hair tie: a few drops of Wonder through damp or dry ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "A few drops. Damp or dry ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I2",
        "T05",
        "T06"
      ],
      "referenceIds": [
        "R057",
        "R110"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A4B2",
      "set": "A4",
      "file": "A4B2-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.8,
        "visual": 7.5,
        "conversion": 7.2,
        "overall": 7.2
      },
      "note": "Longer note repeats A4B1 with a less immediate opening; good product still life. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 22,
      "origin": "v14 \u00b7 A4B \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Compact cream note card on the existing lavender textile photo. All copy and CTA contained in the card; bottle remains clear. Operator acceptance pending.",
      "sourceSet": "A4",
      "sourceImage": "final/angle-4/A4B2-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A4B3-45",
      "conceptId": "A4B",
      "conceptName": "A note to my ends",
      "angle": "Hair identity",
      "avatar": "Missing a familiar hair routine; wanting to reconnect with a concrete ends-care habit.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Anchors the reminder to the visible hair-tie moment.",
      "headline": "MY DRY-ENDS REMINDER Nourish first. Ponytail second.",
      "lines": [
        "MY DRY-ENDS REMINDER",
        "Nourish first.\nPonytail second."
      ],
      "primaryText": "MY DRY-ENDS REMINDER Nourish first. Ponytail second. Before the hair tie: a few drops of Wonder through damp or dry ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "A few drops. Damp or dry ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I2",
        "T05",
        "T06"
      ],
      "referenceIds": [
        "R057",
        "R110"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A4B3",
      "set": "A4",
      "file": "A4B3-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.9,
        "visual": 7.4,
        "conversion": 7.3,
        "overall": 7.2
      },
      "note": "Nourish first/ponytail second adds instruction but not much tension; copy competes with the note format.",
      "selection": "new",
      "order": 23,
      "origin": "v14 \u00b7 A4B \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Compact cream note card on the existing lavender textile photo. All copy and CTA contained in the card; bottle remains clear. Operator acceptance pending.",
      "sourceSet": "A4",
      "sourceImage": "final/angle-4/A4B3-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A4B3-916",
      "conceptId": "A4B",
      "conceptName": "A note to my ends",
      "angle": "Hair identity",
      "avatar": "Missing a familiar hair routine; wanting to reconnect with a concrete ends-care habit.",
      "funnel": "TOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Anchors the reminder to the visible hair-tie moment.",
      "headline": "MY DRY-ENDS REMINDER Nourish first. Ponytail second.",
      "lines": [
        "MY DRY-ENDS REMINDER",
        "Nourish first.\nPonytail second."
      ],
      "primaryText": "MY DRY-ENDS REMINDER Nourish first. Ponytail second. Before the hair tie: a few drops of Wonder through damp or dry ends. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "A few drops. Damp or dry ends.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "I2",
        "T05",
        "T06"
      ],
      "referenceIds": [
        "R057",
        "R110"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A4B3",
      "set": "A4",
      "file": "A4B3-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.9,
        "visual": 7.2,
        "conversion": 7.3,
        "overall": 7.1
      },
      "note": "Nourish first/ponytail second adds instruction but not much tension; copy competes with the note format. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 23,
      "origin": "v14 \u00b7 A4B \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Compact cream note card on the existing lavender textile photo. All copy and CTA contained in the card; bottle remains clear. Operator acceptance pending.",
      "sourceSet": "A4",
      "sourceImage": "final/angle-4/A4B3-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A5A1-45",
      "conceptId": "A5A",
      "conceptName": "Rich oil, considered amount",
      "angle": "Purchase reassurance",
      "avatar": "Considering Wonder but concerned a rich oil will weigh fine hair down.",
      "funnel": "BOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Names the amount concern before explaining the verified starting directions.",
      "headline": "WORRIED ABOUT Too much oil?",
      "lines": [
        "WORRIED ABOUT",
        "Too much oil?"
      ],
      "primaryText": "WORRIED ABOUT Too much oil? Rich oil. A few drops. Apply to damp or dry hair. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Rich oil. A few drops.\nApply to damp or dry hair.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "B01",
        "B03"
      ],
      "referenceIds": [
        "B01",
        "R114"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A5A1",
      "set": "A5",
      "file": "A5A1-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.8,
        "visual": 8,
        "conversion": 8,
        "overall": 7.9
      },
      "note": "Amount hesitation is relevant and the palm/dropper demonstration makes it concrete.",
      "selection": "new",
      "order": 24,
      "origin": "v14 \u00b7 A5A \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Two-line warm italic question, short support and oval CTA grouped on the left, clear of the dropper and open palm. Operator acceptance pending.",
      "sourceSet": "A5",
      "sourceImage": "final/angle-5/A5A1-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A5A1-916",
      "conceptId": "A5A",
      "conceptName": "Rich oil, considered amount",
      "angle": "Purchase reassurance",
      "avatar": "Considering Wonder but concerned a rich oil will weigh fine hair down.",
      "funnel": "BOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Names the amount concern before explaining the verified starting directions.",
      "headline": "WORRIED ABOUT Too much oil?",
      "lines": [
        "WORRIED ABOUT",
        "Too much oil?"
      ],
      "primaryText": "WORRIED ABOUT Too much oil? Rich oil. A few drops. Apply to damp or dry hair. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Rich oil. A few drops.\nApply to damp or dry hair.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "B01",
        "B03"
      ],
      "referenceIds": [
        "B01",
        "R114"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A5A1",
      "set": "A5",
      "file": "A5A1-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.8,
        "visual": 7.8,
        "conversion": 8,
        "overall": 7.9
      },
      "note": "Amount hesitation is relevant and the palm/dropper demonstration makes it concrete. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 24,
      "origin": "v14 \u00b7 A5A \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Two-line warm italic question, short support and oval CTA grouped on the left, clear of the dropper and open palm. Operator acceptance pending.",
      "sourceSet": "A5",
      "sourceImage": "final/angle-5/A5A1-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A5A2-45",
      "conceptId": "A5A",
      "conceptName": "Rich oil, considered amount",
      "angle": "Purchase reassurance",
      "avatar": "Considering Wonder but concerned a rich oil will weigh fine hair down.",
      "funnel": "BOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Pairs rich oil with the few-drops starting amount directly.",
      "headline": "RICH OIL. How much?",
      "lines": [
        "RICH OIL.",
        "How much?"
      ],
      "primaryText": "RICH OIL. How much? Rich oil. A few drops. Apply to damp or dry hair. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Rich oil. A few drops.\nApply to damp or dry hair.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "B01",
        "B03"
      ],
      "referenceIds": [
        "B01",
        "R114"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A5A2",
      "set": "A5",
      "file": "A5A2-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.9,
        "visual": 7.8,
        "conversion": 7.6,
        "overall": 7.5
      },
      "note": "How much is useful but lacks the heavy-feel objection that makes this demonstration persuasive.",
      "selection": "new",
      "order": 25,
      "origin": "v14 \u00b7 A5A \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Two-line warm italic question, short support and oval CTA grouped on the left, clear of the dropper and open palm. Operator acceptance pending.",
      "sourceSet": "A5",
      "sourceImage": "final/angle-5/A5A2-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A5A2-916",
      "conceptId": "A5A",
      "conceptName": "Rich oil, considered amount",
      "angle": "Purchase reassurance",
      "avatar": "Considering Wonder but concerned a rich oil will weigh fine hair down.",
      "funnel": "BOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Pairs rich oil with the few-drops starting amount directly.",
      "headline": "RICH OIL. How much?",
      "lines": [
        "RICH OIL.",
        "How much?"
      ],
      "primaryText": "RICH OIL. How much? Rich oil. A few drops. Apply to damp or dry hair. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Rich oil. A few drops.\nApply to damp or dry hair.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "B01",
        "B03"
      ],
      "referenceIds": [
        "B01",
        "R114"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A5A2",
      "set": "A5",
      "file": "A5A2-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.9,
        "visual": 7.6,
        "conversion": 7.6,
        "overall": 7.4
      },
      "note": "How much is useful but lacks the heavy-feel objection that makes this demonstration persuasive. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 25,
      "origin": "v14 \u00b7 A5A \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Two-line warm italic question, short support and oval CTA grouped on the left, clear of the dropper and open palm. Operator acceptance pending.",
      "sourceSet": "A5",
      "sourceImage": "final/angle-5/A5A2-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A5A3-45",
      "conceptId": "A5A",
      "conceptName": "Rich oil, considered amount",
      "angle": "Purchase reassurance",
      "avatar": "Considering Wonder but concerned a rich oil will weigh fine hair down.",
      "funnel": "BOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Names the hesitation without promising weightless or non-greasy results.",
      "headline": "Worried it\u2019ll feel heavy? Start with a few.",
      "lines": [
        "WORRIED IT\u2019LL FEEL HEAVY?",
        "Start with a few."
      ],
      "primaryText": "HEAVY-FEEL HESITATION? Start with a few. Rich oil. A few drops. Apply to damp or dry hair. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Rich oil. A few drops.\nApply to damp or dry hair.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "B01",
        "B03"
      ],
      "referenceIds": [
        "B01",
        "R114"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A5A3",
      "set": "A5",
      "file": "A5A3-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 8,
        "visual": 8,
        "conversion": 8.2,
        "overall": 8.1
      },
      "note": "Heavy-feel hesitation plus a few drops gives the hand demonstration a reason to exist. Clear product and oval CTA.",
      "selection": "new",
      "order": 26,
      "origin": "v14 \u00b7 A5A \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Two-line warm italic question, short support and oval CTA grouped on the left, clear of the dropper and open palm. Operator acceptance pending.",
      "sourceSet": "A5",
      "sourceImage": "final/angle-5/A5A3-45.png",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "A5A3-916",
      "conceptId": "A5A",
      "conceptName": "Rich oil, considered amount",
      "angle": "Purchase reassurance",
      "avatar": "Considering Wonder but concerned a rich oil will weigh fine hair down.",
      "funnel": "BOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Names the hesitation without promising weightless or non-greasy results.",
      "headline": "Worried it\u2019ll feel heavy? Start with a few.",
      "lines": [
        "WORRIED IT\u2019LL FEEL HEAVY?",
        "Start with a few."
      ],
      "primaryText": "HEAVY-FEEL HESITATION? Start with a few. Rich oil. A few drops. Apply to damp or dry hair. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "Rich oil. A few drops.\nApply to damp or dry hair.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "B01",
        "B03"
      ],
      "referenceIds": [
        "B01",
        "R114"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A5A3",
      "set": "A5",
      "file": "A5A3-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 8,
        "visual": 7.8,
        "conversion": 8.2,
        "overall": 8.0
      },
      "note": "Heavy-feel hesitation plus a few drops gives the hand demonstration a reason to exist. Clear product and oval CTA. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 26,
      "origin": "v14 \u00b7 A5A \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Two-line warm italic question, short support and oval CTA grouped on the left, clear of the dropper and open palm. Operator acceptance pending.",
      "sourceSet": "A5",
      "sourceImage": "final/angle-5/A5A3-916.png",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "A5B1-45",
      "conceptId": "A5B",
      "conceptName": "Read what is in the bottle",
      "angle": "Purchase reassurance",
      "avatar": "Skeptical shopper wanting ingredient clarity before adding another care product.",
      "funnel": "BOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Addresses skepticism with a checkable label fact.",
      "headline": "BEFORE ANOTHER PROMISE, READ THE BOTTLE.",
      "lines": [
        "BEFORE ANOTHER PROMISE,",
        "READ THE BOTTLE."
      ],
      "primaryText": "BEFORE ANOTHER PROMISE, READ THE BOTTLE. One ingredient. Elaeis Oleifera (Batana) Nut Oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "One ingredient.\nElaeis Oleifera (Batana) Nut Oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "B02",
        "B03",
        "T06"
      ],
      "referenceIds": [
        "B02",
        "B03",
        "R087"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "One ingredient. Elaeis Oleifera (Batana) Nut Oil. 100% PURE BATANA OIL.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A5B1",
      "set": "A5",
      "file": "A5B1-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.2,
        "visual": 7.8,
        "conversion": 7.3,
        "overall": 7.5
      },
      "note": "Failed-promise curiosity and readable bottle, but ingredient transparency alone does not close the hair-care argument.",
      "selection": "new",
      "order": 27,
      "origin": "v14 \u00b7 A5B \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Ingredient facts and oval CTA grouped in one green panel, positioned beside the existing bottle. Operator acceptance pending.",
      "sourceSet": "A5",
      "sourceImage": "final/angle-5/A5B1-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A5B1-916",
      "conceptId": "A5B",
      "conceptName": "Read what is in the bottle",
      "angle": "Purchase reassurance",
      "avatar": "Skeptical shopper wanting ingredient clarity before adding another care product.",
      "funnel": "BOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Addresses skepticism with a checkable label fact.",
      "headline": "BEFORE ANOTHER PROMISE, READ THE BOTTLE.",
      "lines": [
        "BEFORE ANOTHER PROMISE,",
        "READ THE BOTTLE."
      ],
      "primaryText": "BEFORE ANOTHER PROMISE, READ THE BOTTLE. One ingredient. Elaeis Oleifera (Batana) Nut Oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "One ingredient.\nElaeis Oleifera (Batana) Nut Oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "B02",
        "B03",
        "T06"
      ],
      "referenceIds": [
        "B02",
        "B03",
        "R087"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "One ingredient. Elaeis Oleifera (Batana) Nut Oil. 100% PURE BATANA OIL.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A5B1",
      "set": "A5",
      "file": "A5B1-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 7.2,
        "visual": 7.6,
        "conversion": 7.3,
        "overall": 7.4
      },
      "note": "Failed-promise curiosity and readable bottle, but ingredient transparency alone does not close the hair-care argument. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 27,
      "origin": "v14 \u00b7 A5B \u00b7 hook 1",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Ingredient facts and oval CTA grouped in one green panel, positioned beside the existing bottle. Operator acceptance pending.",
      "sourceSet": "A5",
      "sourceImage": "final/angle-5/A5B1-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A5B2-45",
      "conceptId": "A5B",
      "conceptName": "Read what is in the bottle",
      "angle": "Purchase reassurance",
      "avatar": "Skeptical shopper wanting ingredient clarity before adding another care product.",
      "funnel": "BOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Asks the exact ingredient question the evidence answers.",
      "headline": "WHAT\u2019S ACTUALLY IN THIS BOTTLE?",
      "lines": [
        "WHAT\u2019S ACTUALLY",
        "IN THIS BOTTLE?"
      ],
      "primaryText": "WHAT\u2019S ACTUALLY IN THIS BOTTLE? One ingredient. Elaeis Oleifera (Batana) Nut Oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "One ingredient.\nElaeis Oleifera (Batana) Nut Oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "B02",
        "B03",
        "T06"
      ],
      "referenceIds": [
        "B02",
        "B03",
        "R087"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "One ingredient. Elaeis Oleifera (Batana) Nut Oil. 100% PURE BATANA OIL.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A5B2",
      "set": "A5",
      "file": "A5B2-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.6,
        "visual": 7.8,
        "conversion": 7.1,
        "overall": 7.2
      },
      "note": "Large clear product and ingredient box; the bottle question is feature-led and low in emotional urgency.",
      "selection": "new",
      "order": 28,
      "origin": "v14 \u00b7 A5B \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Ingredient facts and oval CTA grouped in one green panel, positioned beside the existing bottle. Operator acceptance pending.",
      "sourceSet": "A5",
      "sourceImage": "final/angle-5/A5B2-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A5B2-916",
      "conceptId": "A5B",
      "conceptName": "Read what is in the bottle",
      "angle": "Purchase reassurance",
      "avatar": "Skeptical shopper wanting ingredient clarity before adding another care product.",
      "funnel": "BOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Asks the exact ingredient question the evidence answers.",
      "headline": "WHAT\u2019S ACTUALLY IN THIS BOTTLE?",
      "lines": [
        "WHAT\u2019S ACTUALLY",
        "IN THIS BOTTLE?"
      ],
      "primaryText": "WHAT\u2019S ACTUALLY IN THIS BOTTLE? One ingredient. Elaeis Oleifera (Batana) Nut Oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "One ingredient.\nElaeis Oleifera (Batana) Nut Oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "B02",
        "B03",
        "T06"
      ],
      "referenceIds": [
        "B02",
        "B03",
        "R087"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "One ingredient. Elaeis Oleifera (Batana) Nut Oil. 100% PURE BATANA OIL.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A5B2",
      "set": "A5",
      "file": "A5B2-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.6,
        "visual": 7.6,
        "conversion": 7.1,
        "overall": 7.1
      },
      "note": "Large clear product and ingredient box; the bottle question is feature-led and low in emotional urgency. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 28,
      "origin": "v14 \u00b7 A5B \u00b7 hook 2",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Ingredient facts and oval CTA grouped in one green panel, positioned beside the existing bottle. Operator acceptance pending.",
      "sourceSet": "A5",
      "sourceImage": "final/angle-5/A5B2-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A5B3-45",
      "conceptId": "A5B",
      "conceptName": "Read what is in the bottle",
      "angle": "Purchase reassurance",
      "avatar": "Skeptical shopper wanting ingredient clarity before adding another care product.",
      "funnel": "BOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Contrasts front-label marketing with what the ingredient list contains.",
      "headline": "BATANA ON THE FRONT. WHAT\u2019S INSIDE?",
      "lines": [
        "BATANA ON THE FRONT.",
        "WHAT\u2019S INSIDE?"
      ],
      "primaryText": "BATANA ON THE FRONT. WHAT\u2019S INSIDE? One ingredient. Elaeis Oleifera (Batana) Nut Oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "One ingredient.\nElaeis Oleifera (Batana) Nut Oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "B02",
        "B03",
        "T06"
      ],
      "referenceIds": [
        "B02",
        "B03",
        "R087"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "One ingredient. Elaeis Oleifera (Batana) Nut Oil. 100% PURE BATANA OIL.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A5B3",
      "set": "A5",
      "file": "A5B3-45.png",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.3,
        "visual": 7.5,
        "conversion": 6.9,
        "overall": 7.0
      },
      "note": "Front-versus-inside phrasing repeats the label without showing why the ingredient matters to the buyer.",
      "selection": "new",
      "order": 29,
      "origin": "v14 \u00b7 A5B \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Ingredient facts and oval CTA grouped in one green panel, positioned beside the existing bottle. Operator acceptance pending.",
      "sourceSet": "A5",
      "sourceImage": "final/angle-5/A5B3-45.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "A5B3-916",
      "conceptId": "A5B",
      "conceptName": "Read what is in the bottle",
      "angle": "Purchase reassurance",
      "avatar": "Skeptical shopper wanting ingredient clarity before adding another care product.",
      "funnel": "BOF",
      "controlledVariable": "Hook framing; scene, palette, type family and support remain fixed within each concept. Line breaks and scale fit the wording.",
      "hypothesis": "Contrasts front-label marketing with what the ingredient list contains.",
      "headline": "BATANA ON THE FRONT. WHAT\u2019S INSIDE?",
      "lines": [
        "BATANA ON THE FRONT.",
        "WHAT\u2019S INSIDE?"
      ],
      "primaryText": "BATANA ON THE FRONT. WHAT\u2019S INSIDE? One ingredient. Elaeis Oleifera (Batana) Nut Oil. Wonder Hair Serum is 100% pure batana oil. Apply a few drops to damp or dry hair, massage into scalp and through ends, then style as desired.",
      "description": "100% pure batana oil \u00b7 30 ml",
      "cta": "Discover Wonder",
      "onImageCTA": "Discover Wonder",
      "support": "One ingredient.\nElaeis Oleifera (Batana) Nut Oil.",
      "evidenceBasis": [
        "Official Wonder bottle photograph",
        "Official Wholesale Botanics label: single ingredient and directions"
      ],
      "parentIds": [
        "B02",
        "B03",
        "T06"
      ],
      "referenceIds": [
        "B02",
        "B03",
        "R087"
      ],
      "confounds": [
        "Type size and line breaks adapt to hook length; not a strictly copy-only test."
      ],
      "offer": "Product purchase; no price or subscription terms stated.",
      "renderedSupport": "One ingredient. Elaeis Oleifera (Batana) Nut Oil. 100% PURE BATANA OIL.",
      "revision": "v14 \u00b7 original-led composition and filled oval CTA",
      "variationId": "A5B3",
      "set": "A5",
      "file": "A5B3-916.png",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "product": "Reference-led Wonder amber 30 ml dropper bottle; cosmetic care context.",
      "scores": {
        "hook": 6.3,
        "visual": 7.3,
        "conversion": 6.9,
        "overall": 6.9
      },
      "note": "Front-versus-inside phrasing repeats the label without showing why the ingredient matters to the buyer. Tall composition preserves the same hierarchy.",
      "selection": "new",
      "order": 29,
      "origin": "v14 \u00b7 A5B \u00b7 hook 3",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": null,
      "previousScoreProvenance": "Unscored. Visual inspection and mechanical validation are documented separately; no claim of operator approval.",
      "previousNote": "Ingredient facts and oval CTA grouped in one green panel, positioned beside the existing bottle. Operator acceptance pending.",
      "sourceSet": "A5",
      "sourceImage": "final/angle-5/A5B3-916.png",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "R1-45",
      "set": "D",
      "file": "R1-45.png",
      "headline": "FINALLY. GROWING IT OUT.",
      "cta": "Meet Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "sourceConcept": "R1",
      "funnel": "BOF",
      "scores": {
        "hook": 8.7,
        "visual": 8.5,
        "conversion": 4.5,
        "overall": 7.4
      },
      "note": "Strong short-to-long diary story, different-day wardrobe and pink review hierarchy. Fictional design study: buyer identity, verification and outcome are not customer evidence; no product photo.",
      "researchRefs": [
        "R002",
        "R130"
      ],
      "selection": "study",
      "order": 1,
      "origin": "v9",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptName": "Fictional Hair Diary",
      "conceptId": "D",
      "previousScores": {
        "hook": 8.5,
        "visual": 8.2,
        "conversion": 6.5,
        "overall": 7.7
      },
      "previousScoreProvenance": "Prior v9 editorial assessment, not performance data; not rescored in this curation.",
      "previousNote": "Review structure and week labels follow the competitor format. These are fictional design studies; real buyer evidence is still needed. Competitor references: R002, R130.",
      "sourceSet": "D",
      "sourceImage": "final/diary/R1-45.png",
      "variationId": "R1",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "R1-916",
      "set": "D",
      "file": "R1-916.png",
      "headline": "FINALLY. GROWING IT OUT.",
      "cta": "Meet Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "sourceConcept": "R1",
      "funnel": "BOF",
      "scores": {
        "hook": 8.7,
        "visual": 8.0,
        "conversion": 4.5,
        "overall": 7.2
      },
      "note": "Strong short-to-long diary story, different-day wardrobe and pink review hierarchy. Fictional design study: buyer identity, verification and outcome are not customer evidence; no product photo. Tall: Extra space delays the comparison. Retained for the requested before-and-after concept, not ranked as launch-ready proof.",
      "researchRefs": [
        "R002",
        "R130"
      ],
      "selection": "study",
      "order": 1,
      "origin": "v9",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptName": "Fictional Hair Diary",
      "conceptId": "D",
      "previousScores": {
        "hook": 8.5,
        "visual": 8.2,
        "conversion": 6.5,
        "overall": 7.7
      },
      "previousScoreProvenance": "Prior v9 editorial assessment, not performance data; not rescored in this curation.",
      "previousNote": "Review structure and week labels follow the competitor format. These are fictional design studies; real buyer evidence is still needed. Competitor references: R002, R130.",
      "sourceSet": "D",
      "sourceImage": "final/diary/R1-916.png",
      "variationId": "R1",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "R2-45",
      "set": "D",
      "file": "R2-45.png",
      "headline": "MY PART WAS ALL I COULD SEE.",
      "cta": "Meet Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "sourceConcept": "R2",
      "funnel": "BOF",
      "scores": {
        "hook": 8.5,
        "visual": 8.2,
        "conversion": 4,
        "overall": 7.0
      },
      "note": "Specific mirror/part insecurity with mint review styling and readable week labels. Fictional design study; the apparent outcome and verified-buyer treatment are not substantiated customer proof.",
      "researchRefs": [
        "R012",
        "R139"
      ],
      "selection": "study",
      "order": 2,
      "origin": "v9",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptName": "Fictional Hair Diary",
      "conceptId": "D",
      "previousScores": {
        "hook": 8.4,
        "visual": 8.0,
        "conversion": 6.0,
        "overall": 7.5
      },
      "previousScoreProvenance": "Prior v9 editorial assessment, not performance data; not rescored in this curation.",
      "previousNote": "Review structure and week labels follow the competitor format. These are fictional design studies; real buyer evidence is still needed. Competitor references: R012, R139.",
      "sourceSet": "D",
      "sourceImage": "final/diary/R2-45.png",
      "variationId": "R2",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "R2-916",
      "set": "D",
      "file": "R2-916.png",
      "headline": "MY PART WAS ALL I COULD SEE.",
      "cta": "Meet Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "sourceConcept": "R2",
      "funnel": "BOF",
      "scores": {
        "hook": 8.5,
        "visual": 7.8,
        "conversion": 4,
        "overall": 6.9
      },
      "note": "Specific mirror/part insecurity with mint review styling and readable week labels. Fictional design study; the apparent outcome and verified-buyer treatment are not substantiated customer proof. Tall: Comparison occupies less of the first screen; subtle visible difference and no bottle limit the product bridge.",
      "researchRefs": [
        "R012",
        "R139"
      ],
      "selection": "study",
      "order": 2,
      "origin": "v9",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptName": "Fictional Hair Diary",
      "conceptId": "D",
      "previousScores": {
        "hook": 8.4,
        "visual": 8.0,
        "conversion": 6.0,
        "overall": 7.5
      },
      "previousScoreProvenance": "Prior v9 editorial assessment, not performance data; not rescored in this curation.",
      "previousNote": "Review structure and week labels follow the competitor format. These are fictional design studies; real buyer evidence is still needed. Competitor references: R012, R139.",
      "sourceSet": "D",
      "sourceImage": "final/diary/R2-916.png",
      "variationId": "R2",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "R3-45",
      "set": "D",
      "file": "R3-45.png",
      "headline": "THE ENDS TELL THE STORY.",
      "cta": "Meet Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "sourceConcept": "R3",
      "funnel": "BOF",
      "scores": {
        "hook": 8.2,
        "visual": 8.4,
        "conversion": 4.5,
        "overall": 7.2
      },
      "note": "Curl/ends comparison has a believable different-day feel and good lilac/green contrast. Fictional design study; review identity and results are not customer evidence.",
      "researchRefs": [
        "R044",
        "R130"
      ],
      "selection": "study",
      "order": 3,
      "origin": "v9",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptName": "Fictional Hair Diary",
      "conceptId": "D",
      "previousScores": {
        "hook": 8.2,
        "visual": 8.1,
        "conversion": 6.6,
        "overall": 7.6
      },
      "previousScoreProvenance": "Prior v9 editorial assessment, not performance data; not rescored in this curation.",
      "previousNote": "Review structure and week labels follow the competitor format. These are fictional design studies; real buyer evidence is still needed. Competitor references: R044, R130.",
      "sourceSet": "D",
      "sourceImage": "final/diary/R3-45.png",
      "variationId": "R3",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "R3-916",
      "set": "D",
      "file": "R3-916.png",
      "headline": "THE ENDS TELL THE STORY.",
      "cta": "Meet Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "sourceConcept": "R3",
      "funnel": "BOF",
      "scores": {
        "hook": 8.2,
        "visual": 8.0,
        "conversion": 4.5,
        "overall": 7.0
      },
      "note": "Curl/ends comparison has a believable different-day feel and good lilac/green contrast. Fictional design study; review identity and results are not customer evidence. Tall: More whitespace than feed; keep as an internal Hair Diary direction.",
      "researchRefs": [
        "R044",
        "R130"
      ],
      "selection": "study",
      "order": 3,
      "origin": "v9",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptName": "Fictional Hair Diary",
      "conceptId": "D",
      "previousScores": {
        "hook": 8.2,
        "visual": 8.1,
        "conversion": 6.6,
        "overall": 7.6
      },
      "previousScoreProvenance": "Prior v9 editorial assessment, not performance data; not rescored in this curation.",
      "previousNote": "Review structure and week labels follow the competitor format. These are fictional design studies; real buyer evidence is still needed. Competitor references: R044, R130.",
      "sourceSet": "D",
      "sourceImage": "final/diary/R3-916.png",
      "variationId": "R3",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "W41-45",
      "set": "F",
      "file": "W41-45.png",
      "headline": "Wash day. Dread day.",
      "cta": "Explore Wonder \u2197",
      "product": "Wonder Hair Serum",
      "scores": {
        "hook": 9,
        "visual": 8.6,
        "conversion": 7.4,
        "overall": 8.4
      },
      "note": "Excellent original brush-and-bottle pain object and yellow emphasis. Small plain Explore Wonder CTA is weaker than the selected A2A1 oval treatment.",
      "sourceConcept": "W41",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "selection": "favorite",
      "order": 1,
      "origin": "Restored original \u00b7 v4",
      "funnel": "TOF",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptName": "Original operator favorite",
      "conceptId": "F",
      "previousScores": {
        "hook": 8.8,
        "visual": 8.5,
        "conversion": 7.8,
        "overall": 8.4
      },
      "previousScoreProvenance": "Original editorial score retained; not a fresh blind assessment or performance data.",
      "previousNote": "RESTORED EXACT ORIGINAL. Plum mixed-case type, a tight yellow highlight, and the Wonder bottle beside the hair-filled brush. Original editorial score retained; current recommendation is qualitative, not a new numeric ranking.",
      "sourceSet": "F",
      "sourceImage": "final/favorites/W41-45.png",
      "variationId": "W41",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "W41-916",
      "set": "F",
      "file": "W41-916.png",
      "headline": "Wash day. Dread day.",
      "cta": "Explore Wonder \u2197",
      "product": "Wonder Hair Serum",
      "scores": {
        "hook": 9,
        "visual": 8.4,
        "conversion": 7.4,
        "overall": 8.3
      },
      "note": "Excellent original brush-and-bottle pain object and yellow emphasis. Small plain Explore Wonder CTA is weaker than the selected A2A1 oval treatment. Tall composition preserves the same hierarchy.",
      "sourceConcept": "W41",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "selection": "favorite",
      "order": 1,
      "origin": "Restored original \u00b7 v4",
      "funnel": "TOF",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptName": "Original operator favorite",
      "conceptId": "F",
      "previousScores": {
        "hook": 8.8,
        "visual": 8.5,
        "conversion": 7.8,
        "overall": 8.4
      },
      "previousScoreProvenance": "Original editorial score retained; not a fresh blind assessment or performance data.",
      "previousNote": "RESTORED EXACT ORIGINAL. Plum mixed-case type, a tight yellow highlight, and the Wonder bottle beside the hair-filled brush. Original editorial score retained; current recommendation is qualitative, not a new numeric ranking.",
      "sourceSet": "F",
      "sourceImage": "final/favorites/W41-916.png",
      "variationId": "W41",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "W42-45",
      "set": "F",
      "file": "W42-45.png",
      "headline": "Growing it out. Watching it snap.",
      "cta": "No separate CTA",
      "product": "Wonder Hair Serum",
      "scores": {
        "hook": 9,
        "visual": 8.5,
        "conversion": 6.6,
        "overall": 8.1
      },
      "note": "Original SNAP close-up and single underline remain strong. Feed lacks a clear CTA; selected A1A1 retains the scene with the requested oval.",
      "sourceConcept": "W42",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "selection": "favorite",
      "order": 1,
      "origin": "Restored original \u00b7 v4",
      "funnel": "TOF",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptName": "Original operator favorite",
      "conceptId": "F",
      "previousScores": {
        "hook": 8.6,
        "visual": 8.2,
        "conversion": 7.5,
        "overall": 8.1
      },
      "previousScoreProvenance": "Original editorial score retained; not a fresh blind assessment or performance data.",
      "previousNote": "RESTORED EXACT ORIGINAL. Oversized SNAP, a hand-drawn underline, quiet space for copy, and the Wonder bottle beside fraying ends. Original editorial score retained; current recommendation is qualitative, not a new numeric ranking.",
      "sourceSet": "F",
      "sourceImage": "final/favorites/W42-45.png",
      "variationId": "W42",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "W42-916",
      "set": "F",
      "file": "W42-916.png",
      "headline": "Growing it out. Watching it snap.",
      "cta": "Discover Wonder \u2197",
      "product": "Wonder Hair Serum",
      "scores": {
        "hook": 9,
        "visual": 8.4,
        "conversion": 7.4,
        "overall": 8.3
      },
      "note": "Original SNAP close-up and single underline remain strong. Feed lacks a clear CTA; selected A1A1 retains the scene with the requested oval. Tall: Plain Discover Wonder improves direction but has less presence than A1A1.",
      "sourceConcept": "W42",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "selection": "favorite",
      "order": 1,
      "origin": "Restored original \u00b7 v4",
      "funnel": "TOF",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptName": "Original operator favorite",
      "conceptId": "F",
      "previousScores": {
        "hook": 8.6,
        "visual": 8.2,
        "conversion": 7.5,
        "overall": 8.1
      },
      "previousScoreProvenance": "Original editorial score retained; not a fresh blind assessment or performance data.",
      "previousNote": "RESTORED EXACT ORIGINAL. Oversized SNAP, a hand-drawn underline, quiet space for copy, and the Wonder bottle beside fraying ends. Original editorial score retained; current recommendation is qualitative, not a new numeric ranking.",
      "sourceSet": "F",
      "sourceImage": "final/favorites/W42-916.png",
      "variationId": "W42",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "B1-45",
      "set": "E",
      "file": "B1-45.png",
      "headline": "GROWING IT OUT. WATCHING IT SNAP.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "sourceConcept": "B1",
      "funnel": "TOF",
      "scores": {
        "hook": 9,
        "visual": 6.8,
        "conversion": 6.8,
        "overall": 7.5
      },
      "note": "Powerful SNAP hook and natural ends close-up, but the heavy gradient and text over the face reduce visual quality. A1A1 is the stronger execution.",
      "researchRefs": [
        "R016",
        "R019"
      ],
      "selection": "archive",
      "order": 16,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archivebreakage",
      "conceptName": "Growing it out. Watching it snap.",
      "previousScores": {
        "hook": 9.1,
        "visual": 8.7,
        "conversion": 8.5,
        "overall": 8.8
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Newer alternative retained for comparison. The older product-in-scene version is recommended for stronger hierarchy and product recognition. Strong breakage premise and a direct nourishment bridge. No measured breakage result is established. Competitor references: R016, R019.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/B1-45.png",
      "variationId": "B1",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "B1-916",
      "set": "E",
      "file": "B1-916.png",
      "headline": "GROWING IT OUT. WATCHING IT SNAP.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "sourceConcept": "B1",
      "funnel": "TOF",
      "scores": {
        "hook": 9,
        "visual": 7.0,
        "conversion": 6.8,
        "overall": 7.5
      },
      "note": "Powerful SNAP hook and natural ends close-up, but the heavy gradient and text over the face reduce visual quality. A1A1 is the stronger execution. Tall composition preserves the same hierarchy.",
      "researchRefs": [
        "R016",
        "R019"
      ],
      "selection": "archive",
      "order": 17,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archivebreakage",
      "conceptName": "Growing it out. Watching it snap.",
      "previousScores": {
        "hook": 9.1,
        "visual": 8.7,
        "conversion": 8.5,
        "overall": 8.8
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Newer alternative retained for comparison. The older product-in-scene version is recommended for stronger hierarchy and product recognition. Strong breakage premise and a direct nourishment bridge. No measured breakage result is established. Competitor references: R016, R019.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/B1-916.png",
      "variationId": "B1",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "B2-45",
      "set": "E",
      "file": "B2-45.png",
      "headline": "ANOTHER TRIM. THE SAME LENGTH.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "sourceConcept": "B2",
      "funnel": "TOF",
      "scores": {
        "hook": 8.7,
        "visual": 8,
        "conversion": 7.2,
        "overall": 8.0
      },
      "note": "Another trim/same length captures a distinct lived frustration. Peach editorial framing and mirror photo have a clean hierarchy; no bottle.",
      "researchRefs": [
        "R044",
        "R052"
      ],
      "selection": "archive",
      "order": 18,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archivebreakage",
      "conceptName": "Growing it out. Watching it snap.",
      "previousScores": {
        "hook": 8.7,
        "visual": 8.3,
        "conversion": 8.4,
        "overall": 8.5
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Strong breakage premise and a direct nourishment bridge. No measured breakage result is established. Competitor references: R044, R052.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/B2-45.png",
      "variationId": "B2",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "B2-916",
      "set": "E",
      "file": "B2-916.png",
      "headline": "ANOTHER TRIM. THE SAME LENGTH.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "sourceConcept": "B2",
      "funnel": "TOF",
      "scores": {
        "hook": 8.7,
        "visual": 7.5,
        "conversion": 7.0,
        "overall": 7.7
      },
      "note": "Another trim/same length captures a distinct lived frustration. Peach editorial framing and mirror photo have a clean hierarchy; no bottle. Tall: Support and CTA are closer together and less easy to separate.",
      "researchRefs": [
        "R044",
        "R052"
      ],
      "selection": "archive",
      "order": 19,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archivebreakage",
      "conceptName": "Growing it out. Watching it snap.",
      "previousScores": {
        "hook": 8.7,
        "visual": 8.3,
        "conversion": 8.4,
        "overall": 8.5
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Strong breakage premise and a direct nourishment bridge. No measured breakage result is established. Competitor references: R044, R052.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/B2-916.png",
      "variationId": "B2",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "B3-45",
      "set": "E",
      "file": "B3-45.png",
      "headline": "LONGER ROOTS. SHORTER PATIENCE.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "sourceConcept": "B3",
      "funnel": "TOF",
      "scores": {
        "hook": 7.8,
        "visual": 6.8,
        "conversion": 7,
        "overall": 7.2
      },
      "note": "Roots/patience has tension, but the angled banner, footer bar and extra brand tag create competing blocks.",
      "researchRefs": [
        "R057",
        "R016"
      ],
      "selection": "archive",
      "order": 20,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archivebreakage",
      "conceptName": "Growing it out. Watching it snap.",
      "previousScores": {
        "hook": 8.5,
        "visual": 8.3,
        "conversion": 8.2,
        "overall": 8.3
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Strong breakage premise and a direct nourishment bridge. No measured breakage result is established. Competitor references: R057, R016.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/B3-45.png",
      "variationId": "B3",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "B3-916",
      "set": "E",
      "file": "B3-916.png",
      "headline": "LONGER ROOTS. SHORTER PATIENCE.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "sourceConcept": "B3",
      "funnel": "TOF",
      "scores": {
        "hook": 7.8,
        "visual": 7.1,
        "conversion": 7,
        "overall": 7.3
      },
      "note": "Roots/patience has tension, but the angled banner, footer bar and extra brand tag create competing blocks. Tall composition preserves the same hierarchy.",
      "researchRefs": [
        "R057",
        "R016"
      ],
      "selection": "archive",
      "order": 21,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archivebreakage",
      "conceptName": "Growing it out. Watching it snap.",
      "previousScores": {
        "hook": 8.5,
        "visual": 8.3,
        "conversion": 8.2,
        "overall": 8.3
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Strong breakage premise and a direct nourishment bridge. No measured breakage result is established. Competitor references: R057, R016.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/B3-916.png",
      "variationId": "B3",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "H1-45",
      "set": "E",
      "file": "H1-45.png",
      "headline": "WASH DAY. DREAD DAY.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "sourceConcept": "H1",
      "funnel": "TOF",
      "scores": {
        "hook": 9,
        "visual": 8.1,
        "conversion": 6.3,
        "overall": 7.8
      },
      "note": "Brush full of hair makes Dread Day strong. Lime on dark photography reads well; missing product reduces the connection to Wonder.",
      "researchRefs": [
        "R019",
        "R123"
      ],
      "selection": "archive",
      "order": 22,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archivebrush",
      "conceptName": "The hair in the brush",
      "previousScores": {
        "hook": 9.1,
        "visual": 8.9,
        "conversion": 7.2,
        "overall": 8.4
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Newer alternative retained for comparison. The older product-in-scene version is recommended for stronger hierarchy and product recognition. The brush makes the pain immediately visible. Nourishment is the product bridge; reduced shedding is not established by this concept. Competitor references: R019, R123.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/H1-45.png",
      "variationId": "H1",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "H1-916",
      "set": "E",
      "file": "H1-916.png",
      "headline": "WASH DAY. DREAD DAY.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "sourceConcept": "H1",
      "funnel": "TOF",
      "scores": {
        "hook": 9,
        "visual": 8.3,
        "conversion": 6.3,
        "overall": 7.9
      },
      "note": "Brush full of hair makes Dread Day strong. Lime on dark photography reads well; missing product reduces the connection to Wonder. Tall composition preserves the same hierarchy.",
      "researchRefs": [
        "R019",
        "R123"
      ],
      "selection": "archive",
      "order": 23,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archivebrush",
      "conceptName": "The hair in the brush",
      "previousScores": {
        "hook": 9.1,
        "visual": 8.9,
        "conversion": 7.2,
        "overall": 8.4
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Newer alternative retained for comparison. The older product-in-scene version is recommended for stronger hierarchy and product recognition. The brush makes the pain immediately visible. Nourishment is the product bridge; reduced shedding is not established by this concept. Competitor references: R019, R123.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/H1-916.png",
      "variationId": "H1",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "H2-45",
      "set": "E",
      "file": "H2-45.png",
      "headline": "THAT\u2019S A LOT TO LEAVE BEHIND.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "sourceConcept": "H2",
      "funnel": "TOF",
      "scores": {
        "hook": 8.5,
        "visual": 8.1,
        "conversion": 7.1,
        "overall": 7.9
      },
      "note": "Hair left in the brush and bedding setting feel immediate and personal. Mint editorial treatment provides variety; product is only named.",
      "researchRefs": [
        "R123",
        "R013"
      ],
      "selection": "archive",
      "order": 24,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archivebrush",
      "conceptName": "The hair in the brush",
      "previousScores": {
        "hook": 8.6,
        "visual": 8.6,
        "conversion": 7.2,
        "overall": 8.1
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "The brush makes the pain immediately visible. Nourishment is the product bridge; reduced shedding is not established by this concept. Competitor references: R123, R013.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/H2-45.png",
      "variationId": "H2",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "H2-916",
      "set": "E",
      "file": "H2-916.png",
      "headline": "THAT\u2019S A LOT TO LEAVE BEHIND.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "sourceConcept": "H2",
      "funnel": "TOF",
      "scores": {
        "hook": 8.5,
        "visual": 7.7,
        "conversion": 7.0,
        "overall": 7.7
      },
      "note": "Hair left in the brush and bedding setting feel immediate and personal. Mint editorial treatment provides variety; product is only named. Tall: Support and CTA tighten at the bottom.",
      "researchRefs": [
        "R123",
        "R013"
      ],
      "selection": "archive",
      "order": 25,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archivebrush",
      "conceptName": "The hair in the brush",
      "previousScores": {
        "hook": 8.6,
        "visual": 8.6,
        "conversion": 7.2,
        "overall": 8.1
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "The brush makes the pain immediately visible. Nourishment is the product bridge; reduced shedding is not established by this concept. Competitor references: R123, R013.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/H2-916.png",
      "variationId": "H2",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "H3-45",
      "set": "E",
      "file": "H3-45.png",
      "headline": "I USED TO JUST BRUSH IT.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "sourceConcept": "H3",
      "funnel": "TOF",
      "scores": {
        "hook": 7.9,
        "visual": 7,
        "conversion": 6.5,
        "overall": 7.1
      },
      "note": "Used to just brush it conveys lost ease, but the large angled banner and multiple footer blocks feel pasted on.",
      "researchRefs": [
        "R019",
        "R110"
      ],
      "selection": "archive",
      "order": 26,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archivebrush",
      "conceptName": "The hair in the brush",
      "previousScores": {
        "hook": 8.7,
        "visual": 8.4,
        "conversion": 7.3,
        "overall": 8.1
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "The brush makes the pain immediately visible. Nourishment is the product bridge; reduced shedding is not established by this concept. Competitor references: R019, R110.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/H3-45.png",
      "variationId": "H3",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "H3-916",
      "set": "E",
      "file": "H3-916.png",
      "headline": "I USED TO JUST BRUSH IT.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "sourceConcept": "H3",
      "funnel": "TOF",
      "scores": {
        "hook": 7.9,
        "visual": 7.2,
        "conversion": 6.5,
        "overall": 7.2
      },
      "note": "Used to just brush it conveys lost ease, but the large angled banner and multiple footer blocks feel pasted on. Tall composition preserves the same hierarchy.",
      "researchRefs": [
        "R019",
        "R110"
      ],
      "selection": "archive",
      "order": 27,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archivebrush",
      "conceptName": "The hair in the brush",
      "previousScores": {
        "hook": 8.7,
        "visual": 8.4,
        "conversion": 7.3,
        "overall": 8.1
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "The brush makes the pain immediately visible. Nourishment is the product bridge; reduced shedding is not established by this concept. Competitor references: R019, R110.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/H3-916.png",
      "variationId": "H3",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "O1-45",
      "set": "E",
      "file": "O1-45.png",
      "headline": "DRY ENDS. MEET RICH OIL.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "sourceConcept": "O1",
      "funnel": "TOF / BOF",
      "scores": {
        "hook": 8,
        "visual": 8.4,
        "conversion": 8,
        "overall": 8.2
      },
      "note": "Dry ends meets a clear oil-in-palm demonstration with the bottle visible. Warm photo and peach serif hierarchy work together.",
      "researchRefs": [
        "R114",
        "R150"
      ],
      "selection": "archive",
      "order": 28,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archiveoil",
      "conceptName": "A little richer care",
      "previousScores": {
        "hook": 8.1,
        "visual": 8.5,
        "conversion": 8.7,
        "overall": 8.4
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Application makes the product role concrete. New photography and a separate crop/layout for each placement. Competitor references: R114, R150.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/O1-45.png",
      "variationId": "O1",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "O1-916",
      "set": "E",
      "file": "O1-916.png",
      "headline": "DRY ENDS. MEET RICH OIL.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "sourceConcept": "O1",
      "funnel": "TOF / BOF",
      "scores": {
        "hook": 8,
        "visual": 8.0,
        "conversion": 8,
        "overall": 8.0
      },
      "note": "Dry ends meets a clear oil-in-palm demonstration with the bottle visible. Warm photo and peach serif hierarchy work together. Tall: Top and bottom margins are more generous, but the droplet remains clear.",
      "researchRefs": [
        "R114",
        "R150"
      ],
      "selection": "archive",
      "order": 29,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archiveoil",
      "conceptName": "A little richer care",
      "previousScores": {
        "hook": 8.1,
        "visual": 8.5,
        "conversion": 8.7,
        "overall": 8.4
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Application makes the product role concrete. New photography and a separate crop/layout for each placement. Competitor references: R114, R150.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/O1-916.png",
      "variationId": "O1",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "O2-45",
      "set": "E",
      "file": "O2-45.png",
      "headline": "ROUGH AFTER EVERY WASH?",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "sourceConcept": "O2",
      "funnel": "TOF / BOF",
      "scores": {
        "hook": 8,
        "visual": 7.3,
        "conversion": 7.3,
        "overall": 7.5
      },
      "note": "After-every-wash roughness is specific; dense gradient makes the otherwise useful hands-on-ends photo heavy.",
      "researchRefs": [
        "R095",
        "R124"
      ],
      "selection": "archive",
      "order": 30,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archiveoil",
      "conceptName": "A little richer care",
      "previousScores": {
        "hook": 8.6,
        "visual": 8.5,
        "conversion": 8.7,
        "overall": 8.6
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Application makes the product role concrete. New photography and a separate crop/layout for each placement. Competitor references: R095, R124.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/O2-45.png",
      "variationId": "O2",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "O2-916",
      "set": "E",
      "file": "O2-916.png",
      "headline": "ROUGH AFTER EVERY WASH?",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "sourceConcept": "O2",
      "funnel": "TOF / BOF",
      "scores": {
        "hook": 8,
        "visual": 6.5,
        "conversion": 6.8,
        "overall": 7.0
      },
      "note": "After-every-wash roughness is specific; dense gradient makes the otherwise useful hands-on-ends photo heavy. Tall: Bottle crops against the right edge, weakening product presentation.",
      "researchRefs": [
        "R095",
        "R124"
      ],
      "selection": "archive",
      "order": 31,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archiveoil",
      "conceptName": "A little richer care",
      "previousScores": {
        "hook": 8.6,
        "visual": 8.5,
        "conversion": 8.7,
        "overall": 8.6
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Application makes the product role concrete. New photography and a separate crop/layout for each placement. Competitor references: R095, R124.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/O2-916.png",
      "variationId": "O2",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "O3-45",
      "set": "E",
      "file": "O3-45.png",
      "headline": "YOUR SCALP GETS SKIPPED.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "sourceConcept": "O3",
      "funnel": "TOF / BOF",
      "scores": {
        "hook": 7.3,
        "visual": 8,
        "conversion": 7.3,
        "overall": 7.6
      },
      "note": "Close-up scalp application explains a care step clearly. Skipped scalp is softer tension and no bottle is visible.",
      "researchRefs": [
        "R118",
        "R031"
      ],
      "selection": "archive",
      "order": 32,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archiveoil",
      "conceptName": "A little richer care",
      "previousScores": {
        "hook": 8.0,
        "visual": 8.2,
        "conversion": 8.6,
        "overall": 8.3
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Application makes the product role concrete. New photography and a separate crop/layout for each placement. Competitor references: R118, R031.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/O3-45.png",
      "variationId": "O3",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "O3-916",
      "set": "E",
      "file": "O3-916.png",
      "headline": "YOUR SCALP GETS SKIPPED.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "sourceConcept": "O3",
      "funnel": "TOF / BOF",
      "scores": {
        "hook": 7.3,
        "visual": 7.8,
        "conversion": 7.3,
        "overall": 7.5
      },
      "note": "Close-up scalp application explains a care step clearly. Skipped scalp is softer tension and no bottle is visible. Tall composition preserves the same hierarchy.",
      "researchRefs": [
        "R118",
        "R031"
      ],
      "selection": "archive",
      "order": 33,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archiveoil",
      "conceptName": "A little richer care",
      "previousScores": {
        "hook": 8.0,
        "visual": 8.2,
        "conversion": 8.6,
        "overall": 8.3
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Application makes the product role concrete. New photography and a separate crop/layout for each placement. Competitor references: R118, R031.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/O3-916.png",
      "variationId": "O3",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "I1-45",
      "set": "E",
      "file": "I1-45.png",
      "headline": "I MISS MY OLD PONYTAIL.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "sourceConcept": "I1",
      "funnel": "TOF",
      "scores": {
        "hook": 8.2,
        "visual": 7.4,
        "conversion": 6.4,
        "overall": 7.3
      },
      "note": "Missing the old ponytail is emotionally clear; dark overlay and absent bottle weaken the path from hair identity to care.",
      "researchRefs": [
        "R101",
        "R110"
      ],
      "selection": "archive",
      "order": 34,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archiveidentity",
      "conceptName": "I miss my old hair",
      "previousScores": {
        "hook": 8.8,
        "visual": 8.4,
        "conversion": 7.4,
        "overall": 8.2
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Identity tension leads the ad. The creative expresses a desire; it does not establish restored density or regrowth. Competitor references: R101, R110.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/I1-45.png",
      "variationId": "I1",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "I1-916",
      "set": "E",
      "file": "I1-916.png",
      "headline": "I MISS MY OLD PONYTAIL.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "sourceConcept": "I1",
      "funnel": "TOF",
      "scores": {
        "hook": 8.2,
        "visual": 7.6,
        "conversion": 6.4,
        "overall": 7.4
      },
      "note": "Missing the old ponytail is emotionally clear; dark overlay and absent bottle weaken the path from hair identity to care. Tall composition preserves the same hierarchy.",
      "researchRefs": [
        "R101",
        "R110"
      ],
      "selection": "archive",
      "order": 35,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archiveidentity",
      "conceptName": "I miss my old hair",
      "previousScores": {
        "hook": 8.8,
        "visual": 8.4,
        "conversion": 7.4,
        "overall": 8.2
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Identity tension leads the ad. The creative expresses a desire; it does not establish restored density or regrowth. Competitor references: R101, R110.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/I1-916.png",
      "variationId": "I1",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "I2-45",
      "set": "E",
      "file": "I2-45.png",
      "headline": "IT\u2019S NOT \u201cJUST HAIR.\u201d",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "sourceConcept": "I2",
      "funnel": "TOF",
      "scores": {
        "hook": 8.1,
        "visual": 8,
        "conversion": 6.6,
        "overall": 7.6
      },
      "note": "Purple editorial frame and woman holding an old photo make the loss of familiar hair understandable. No bottle or demonstrated care step.",
      "researchRefs": [
        "R110",
        "R108"
      ],
      "selection": "archive",
      "order": 36,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archiveidentity",
      "conceptName": "I miss my old hair",
      "previousScores": {
        "hook": 8.6,
        "visual": 8.5,
        "conversion": 7.2,
        "overall": 8.1
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Identity tension leads the ad. The creative expresses a desire; it does not establish restored density or regrowth. Competitor references: R110, R108.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/I2-45.png",
      "variationId": "I2",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "I2-916",
      "set": "E",
      "file": "I2-916.png",
      "headline": "IT\u2019S NOT \u201cJUST HAIR.\u201d",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "sourceConcept": "I2",
      "funnel": "TOF",
      "scores": {
        "hook": 8.1,
        "visual": 7.8,
        "conversion": 6.5,
        "overall": 7.5
      },
      "note": "Purple editorial frame and woman holding an old photo make the loss of familiar hair understandable. No bottle or demonstrated care step. Tall: Large top and bottom margins dilute immediacy.",
      "researchRefs": [
        "R110",
        "R108"
      ],
      "selection": "archive",
      "order": 37,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archiveidentity",
      "conceptName": "I miss my old hair",
      "previousScores": {
        "hook": 8.6,
        "visual": 8.5,
        "conversion": 7.2,
        "overall": 8.1
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Identity tension leads the ad. The creative expresses a desire; it does not establish restored density or regrowth. Competitor references: R110, R108.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/I2-916.png",
      "variationId": "I2",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "I3-45",
      "set": "E",
      "file": "I3-45.png",
      "headline": "THE MIRROR CHECK. AGAIN.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "sourceConcept": "I3",
      "funnel": "TOF",
      "scores": {
        "hook": 8,
        "visual": 6.6,
        "conversion": 6.5,
        "overall": 7.0
      },
      "note": "Mirror-check anxiety is visible, but the large tilted pink headline panel covers the action and the footer adds more blocks.",
      "researchRefs": [
        "R012",
        "R063"
      ],
      "selection": "archive",
      "order": 38,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archiveidentity",
      "conceptName": "I miss my old hair",
      "previousScores": {
        "hook": 8.5,
        "visual": 8.4,
        "conversion": 7.0,
        "overall": 8.0
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Identity tension leads the ad. The creative expresses a desire; it does not establish restored density or regrowth. Competitor references: R012, R063.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/I3-45.png",
      "variationId": "I3",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "I3-916",
      "set": "E",
      "file": "I3-916.png",
      "headline": "THE MIRROR CHECK. AGAIN.",
      "cta": "Discover Wonder",
      "product": "Wonder Hair Serum \u00b7 100% pure batana oil",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "sourceConcept": "I3",
      "funnel": "TOF",
      "scores": {
        "hook": 8,
        "visual": 6.8,
        "conversion": 6.5,
        "overall": 7.1
      },
      "note": "Mirror-check anxiety is visible, but the large tilted pink headline panel covers the action and the footer adds more blocks. Tall composition preserves the same hierarchy.",
      "researchRefs": [
        "R012",
        "R063"
      ],
      "selection": "archive",
      "order": 39,
      "origin": "v10 \u00b7 unchanged",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "conceptId": "Archiveidentity",
      "conceptName": "I miss my old hair",
      "previousScores": {
        "hook": 8.5,
        "visual": 8.4,
        "conversion": 7.0,
        "overall": 8.0
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Identity tension leads the ad. The creative expresses a desire; it does not establish restored density or regrowth. Competitor references: R012, R063.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/I3-916.png",
      "variationId": "I3",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "W71-R2",
      "set": "D",
      "file": "W71-R2.png",
      "headline": "Growing it out. Watching it break.",
      "cta": "Wonder Hair Serum \u00b7 Scalp-to-ends nourishment",
      "product": "Wonder Hair Serum",
      "scores": {
        "hook": 8.2,
        "visual": 7.3,
        "conversion": 4,
        "overall": 6.6
      },
      "note": "Different-day ends photos fit a review card, but visible placeholder labels, empty rating stars and no bottle make this unfinished. Fictional study, not customer results.",
      "sourceConcept": "W71",
      "stage": "Review-layout mockup",
      "dimensions": [
        1080,
        1350
      ],
      "selection": "study",
      "ratio": "4:5",
      "origin": "v8 \u00b7 unchanged",
      "order": 10,
      "conceptId": "EarlyReviews",
      "conceptName": "Earlier review and comparison cards",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": {
        "hook": 8.2,
        "visual": 8.1,
        "conversion": 6.2,
        "overall": 7.5
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Review structure follows the operator reference: compact reviewer header, title, short copy, close-up pair. Strong breakage recognition; the sample review and AI comparison need real customer sources before a testimonial launch.",
      "sourceSet": "D",
      "sourceImage": "final/diary/W71-R2.png",
      "variationId": "W71-R2",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "W72-R2",
      "set": "D",
      "file": "W72-R2.png",
      "headline": "The part you keep checking.",
      "cta": "Wonder Hair Serum \u00b7 Scalp-to-ends nourishment",
      "product": "Wonder Hair Serum",
      "scores": {
        "hook": 8,
        "visual": 7.2,
        "conversion": 4,
        "overall": 6.5
      },
      "note": "Scalp comparison is clear, but placeholder copy/rating labels interrupt the review illusion. Fictional study without product evidence.",
      "sourceConcept": "W72",
      "stage": "Review-layout mockup",
      "dimensions": [
        1080,
        1350
      ],
      "selection": "study",
      "ratio": "4:5",
      "origin": "v8 \u00b7 unchanged",
      "order": 11,
      "conceptId": "EarlyReviews",
      "conceptName": "Earlier review and comparison cards",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": {
        "hook": 8.3,
        "visual": 8.0,
        "conversion": 5.8,
        "overall": 7.4
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Closer to the reference review-card hierarchy. Overhead crop keeps attention on the part. AI imagery cannot establish regrowth; sample copy is marked and real customer evidence remains outstanding.",
      "sourceSet": "D",
      "sourceImage": "final/diary/W72-R2.png",
      "variationId": "W72-R2",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "W43-45",
      "set": "E",
      "file": "W43-45.png",
      "headline": "Another bottle. Another broken promise?",
      "cta": "Discover Wonder \u2192",
      "product": "Wonder Hair Serum",
      "scores": {
        "hook": 7.8,
        "visual": 8,
        "conversion": 7.7,
        "overall": 7.8
      },
      "note": "Strong bottle and single-ingredient support; the failed-promise hook is useful. Plain CTA blends into the support instead of finishing the hierarchy.",
      "sourceConcept": "W43",
      "selection": "archive",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "origin": "v8 \u00b7 unchanged",
      "order": 16,
      "conceptId": "Archiveshortlist",
      "conceptName": "Pain & product shortlist",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": {
        "hook": 7.7,
        "visual": 8.3,
        "conversion": 7.8,
        "overall": 7.9
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "BOF ingredient transparency answers skepticism. Teal graphic system gives useful variety; less immediate pain recognition than the brush. Preserved v4 master; 4:5 feed.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/W43-45.png",
      "variationId": "W43",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "W43-916",
      "set": "E",
      "file": "W43-916.png",
      "headline": "Another bottle. Another broken promise?",
      "cta": "Discover Wonder \u2192",
      "product": "Wonder Hair Serum",
      "scores": {
        "hook": 7.8,
        "visual": 7.8,
        "conversion": 7.7,
        "overall": 7.8
      },
      "note": "Strong bottle and single-ingredient support; the failed-promise hook is useful. Plain CTA blends into the support instead of finishing the hierarchy. Tall composition preserves the same hierarchy.",
      "sourceConcept": "W43",
      "selection": "archive",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "origin": "v8 \u00b7 unchanged",
      "order": 17,
      "conceptId": "Archiveshortlist",
      "conceptName": "Pain & product shortlist",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": {
        "hook": 7.7,
        "visual": 8.3,
        "conversion": 7.8,
        "overall": 7.9
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "BOF ingredient transparency answers skepticism. Teal graphic system gives useful variety; less immediate pain recognition than the brush. Preserved v4 master; 9:16 story.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/W43-916.png",
      "variationId": "W43",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "W44-45",
      "set": "E",
      "file": "W44-45.png",
      "headline": "Wanting your old hair back isn\u2019t vanity.",
      "cta": "Discover Wonder \u2197",
      "product": "Wonder Hair Serum",
      "scores": {
        "hook": 8.3,
        "visual": 8.4,
        "conversion": 7.5,
        "overall": 8.1
      },
      "note": "Old-hair identity tension is sympathetic and specific. Plum serif/sans contrast, one underline and a visible bottle form a coherent original composition.",
      "sourceConcept": "W44",
      "selection": "archive",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1350
      ],
      "origin": "v8 \u00b7 unchanged",
      "order": 18,
      "conceptId": "Archiveshortlist",
      "conceptName": "Pain & product shortlist",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": {
        "hook": 8.2,
        "visual": 8.0,
        "conversion": 7.4,
        "overall": 7.9
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Identity tension has emotional weight. Rose typography is softer and distinct; less concrete than the brush or ends imagery. Preserved v4 master; 4:5 feed.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/W44-45.png",
      "variationId": "W44",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "W44-916",
      "set": "E",
      "file": "W44-916.png",
      "headline": "Wanting your old hair back isn\u2019t vanity.",
      "cta": "Discover Wonder \u2197",
      "product": "Wonder Hair Serum",
      "scores": {
        "hook": 8.3,
        "visual": 8.1,
        "conversion": 7.4,
        "overall": 8.0
      },
      "note": "Old-hair identity tension is sympathetic and specific. Plum serif/sans contrast, one underline and a visible bottle form a coherent original composition. Tall: More wall space and smaller bottle reduce immediacy slightly.",
      "sourceConcept": "W44",
      "selection": "archive",
      "ratio": "9:16",
      "dimensions": [
        1080,
        1920
      ],
      "origin": "v8 \u00b7 unchanged",
      "order": 19,
      "conceptId": "Archiveshortlist",
      "conceptName": "Pain & product shortlist",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": {
        "hook": 8.2,
        "visual": 8.0,
        "conversion": 7.4,
        "overall": 7.9
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Identity tension has emotional weight. Rose typography is softer and distinct; less concrete than the brush or ends imagery. Preserved v4 master; 9:16 story.",
      "sourceSet": "E",
      "sourceImage": "final/earlier/W44-916.png",
      "variationId": "W44",
      "shortlisted": true,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Selected to preserve requested concept coverage and execution variety; not a global top-15 cutoff."
    },
    {
      "id": "W71",
      "set": "D",
      "file": "W71.png",
      "headline": "Growing it out. Watching it break.",
      "cta": "Wonder Hair Serum",
      "product": "Wonder Hair Serum",
      "scores": {
        "hook": 8.2,
        "visual": 6.6,
        "conversion": 4,
        "overall": 6.3
      },
      "note": "Clear split-end comparison but plain document-like header and little product presence. AI illustration is disclosed; not product results.",
      "sourceConcept": "W71",
      "selection": "study",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1080
      ],
      "origin": "v8 \u00b7 unchanged",
      "order": 20,
      "conceptId": "EarlyReviews",
      "conceptName": "Earlier review and comparison cards",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": {
        "hook": 8.1,
        "visual": 7.4,
        "conversion": 5.8,
        "overall": 7.1
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Unchanged v7 comparison card, retained beside the review revision to judge presentation. AI illustration; not customer results.",
      "sourceSet": "D",
      "sourceImage": "final/diary/W71.png",
      "variationId": "W71",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    },
    {
      "id": "W72",
      "set": "D",
      "file": "W72.png",
      "headline": "The part you keep checking.",
      "cta": "Wonder Hair Serum",
      "product": "Wonder Hair Serum",
      "scores": {
        "hook": 8,
        "visual": 6.5,
        "conversion": 4,
        "overall": 6.2
      },
      "note": "Part comparison is readable, but generic black typography and no product image make it feel like a draft evidence card. AI study, not results.",
      "sourceConcept": "W72",
      "selection": "study",
      "ratio": "4:5",
      "dimensions": [
        1080,
        1080
      ],
      "origin": "v8 \u00b7 unchanged",
      "order": 21,
      "conceptId": "EarlyReviews",
      "conceptName": "Earlier review and comparison cards",
      "scoreProvenance": "2026-09-11 v16: direct visual review of all 102 masters on 17 preview-scale sheets. Producer editorial judgment, not a blind audit or measured performance.",
      "previousScores": {
        "hook": 8.1,
        "visual": 7.4,
        "conversion": 5.8,
        "overall": 7.1
      },
      "previousScoreProvenance": "Historical editorial judgment, not measured ad performance.",
      "previousNote": "Unchanged v7 comparison card, retained beside the review revision to judge presentation. AI illustration; not customer results.",
      "sourceSet": "D",
      "sourceImage": "final/diary/W72.png",
      "variationId": "W72",
      "shortlisted": false,
      "scoredAt": "2026-09-11T04:03:49.200335+00:00",
      "selectionReason": "Archived: lower priority within the five-concept cut; score and original remain available."
    }
  ]
}