ESM-100: UGC iMessage — Holy Grail Share

**Format:** UGC Static (iMessage screenshot)

Metadata

Field	Value
Brief ID	ESM-100
Format	UGC static — iMessage screenshot
Product	Easy Man Hazy
Persona	Mindful Beer Fan (primary) / Curious Cannabis Newcomer (secondary)
Angle	Taste — real buyer, real bar crossover
Emotion	Trust + curiosity
Awareness	Problem → Solution aware
Funnel	TOF / cold prospecting
Size	1080×1350 (4:5) + 1080×1920 (9:16 story)

Copy (all verbatim, zero hallucination)

Blue reply bubble (sent — you) — REVIEW Ryan Y.

this is literally my holy grail. I honestly think this would pass a blind taste test vs a regular hazy

Grey bubble above (received — "Marcus") — fabricated-conversational but non-claim

wait what are you drinking

Timestamp bar (iOS standard)

Today 9:47 PM

Contact header

Marcus
iMessage

Below the screenshot (caption zone)

Easy Man Hazy. Tasting is believing.

CTA button (bottom outside screenshot)

Try a 6-pack

Note: only the "holy grail" quote is verbatim user review. The inbound "wait what are you drinking" is a conversational framing that does not make any product claim and carries no compliance risk.

Creative Direction

The entire creative is a pixel-accurate iPhone iMessage screenshot. Native camouflage is the point — if a user scrolls past this in their feed, they should register "friend sent me this" before "ad."

Layout (top to bottom inside the screenshot):
1. iPhone status bar — time, signal, battery
2. Contact header — "Marcus" bold, "iMessage" subtext grey
3. Timestamp bar — "Today 9:47 PM" centered grey
4. Grey incoming bubble — "wait what are you drinking"
5. Blue outgoing bubble (2-line) — holy grail quote
6. A real photo of an Easy Man Hazy can pulled from /Assets/All Lifestyle Shots/ shared as the next message — rendered as the tappable image preview iOS generates when you share a photo to iMessage
7. iMessage input field at bottom with keyboard closed

The photo attachment is what makes this work. The hazy can sits in a real scene (couch side table, warm lamp light) from the lifestyle library. Pulled into iMessage as a photo attachment, it reads as "my friend drank this last night."

Outside the screenshot zone:
- Warm cream background (#F5F0E8) with faint halftone grain
- Caption line below screenshot in chocolate brown serif
- Burnt orange CTA button (#E6A726) at bottom

Typography: All in-screenshot text must use SF Pro (iOS system font) at exact iOS sizes. Caption and CTA use brand serif (editorial). Do not stylize the iMessage screenshot — it needs to look real.

Variation Table

Output A — FULL SCREENSHOT, CREAM SURROUND

Pure iMessage screenshot on warm cream background. No brand chrome inside the screenshot. Caption + CTA only outside.

Output B — PHONE BEZEL

Screenshot displayed inside a thin, realistic iPhone bezel. Cream background. Slight drop shadow.

Output C — NOTIFICATION STYLE

Just the iMessage notification banner at the top of a lock screen — the grey "Marcus" bubble preview showing the line "this is literally my holy grail." Lock screen shows a time of 9:47 PM. A real lifestyle photo sits behind as the lock screen wallpaper (lowered opacity).

Output D — CAN + SCREENSHOT DUAL

Left 55% — the iMessage screenshot. Right 45% — a real can-in-scene lifestyle shot. Thin cream divider. CTA across the bottom.

Asset / clip table

Element	Source
Hazy can photo for the iMessage attachment	`/Assets/All Lifestyle Shots/easy_man-*.jpg` (pick any with Hazy + warm ambient light)
iPhone UI reference	Use live iOS screenshot template — do not AI-generate the chrome
Warm cream background texture	`/Reference/esm-visual-dna.md` §Background Treatment

Safe-zone flags

Contact header and timestamp sit above the center safe zone — not critical info
Blue quote bubble + can photo must sit within center 1080×1080 safe zone
CTA button within bottom safe zone

Compliance

Quote is verbatim from Ryan Y.'s 5-star verified review. Preserve lowercase.
No THC / CBD / hemp / cannabis / delta-9 in any visible copy.
The iMessage screenshot is a creative representation — do not use a real contact name that exists in Easy Man's customer database.

Ad body text (NOT in the image)

Easy Man Hazy drinks like your favorite craft IPA. Real hops. Real craft brewing. Just microdosed goodness instead of alcohol.

81 calories. Gluten-free. Made by a 2x World Beer Cup winning brewery. Third-party tested every batch.

One can, a light buzz, a clear morning. The kind of Tuesday night that doesn't cost you Wednesday.

Ships direct. Must be 21+.