Visual Formats

This is a reference library of 45+ visual ad formats for Meta and paid social, each tagged with funnel stage, medium type, and mechanic compatibility. It's meant to be triggered when you're building creative concepts, writing briefs, or deciding how to execute a messaging angle. The skill treats format as the production vessel and explicitly pairs with creative-mechanics to define what moves inside that vessel. The workflow is bidirectional: you can start with a format and work backward to the mechanic, or vice versa. Useful when you need structure around "what should this ad actually look like" instead of endlessly brainstorming in the abstract.

skills.sh installs: 516
GitHub stars: 193
last updated: Aug 21, 2026

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Install

$ npx -y skills add motion-team/creative-strategy-skills --skill visual-formats --agent claude-code

Installs into .claude/skills of the current project.

Files

Visual Formats

Visual formats are the production structure of an ad — what it looks like, how it's built, and what medium it lives in.

They are not hooks (what you say), not mechanics (how the viewer arrives at the truth), and not messaging angles (what the core truth is). Format is the vessel. creative-mechanics defines what moves inside it.

Where Formats Sit in the Creative Stack

Messaging Angle (creative-strategy-engine)
    ↓
Creative Mechanic (creative-mechanics)
    ↓
Hook (hook-writing + hook-tactics)
    ↓
Visual Format ← YOU ARE HERE

However — format and mechanic are bidirectional. You can start with a format and work backward to find the right mechanic, or start with a mechanic and find the format that best delivers it. Both workflows are valid. When you've chosen a format, consult creative-mechanics to complete the concept.