← All Briefs ESM-102

ESM-102: UGC Notes App — Midnight Note

**Format:** UGC Static (iOS Notes app screenshot)

Metadata

Field Value
Brief ID ESM-102
Format UGC static — iOS Notes screenshot
Product Easy Man Lite
Persona Nightcap Switcher (primary) / Curious Cannabis Newcomer (entry-point)
Angle Monkey mind — founder origin
Emotion Recognition + relief
Awareness Problem aware
Funnel TOF / cold
Size 1080×1350 (4:5) + 1080×1920

Copy (every line mapped to a verbatim source)

Note title (first-line iOS convention)

Tuesday 12:43 AM

Note body — composed from PODCAST 05:56 + PODCAST 16:59 + BIBLE §1

can't stop working again

its midnight and I'm still pushing code
not because I have to
because I literally can't stop

Sarah asked about her day at dinner
I nodded for 10 minutes
mind was already back on the deal

this is the third Tuesday in a row
the mornings are getting worse

there has to be a drink that doesn't wreck tomorrow

Handwritten-style caption below (outside note) — BIBLE §1

Easy Man is the drink he built next.

2mg microdosed goodness. 45 calories. One can, a light buzz, no Wednesday tax.

CTA

Start with Easy Man Lite

Creative Direction

Full iOS Notes app screenshot. Match the current iOS Notes UI exactly — toolbar at top, title bar, body with system font, faded keyboard at bottom showing it was being actively typed.

The note reads like the user just wrote it. Lowercase. No periods. Stream of consciousness. The kind of note you write at midnight when you're overwhelmed. This recognition is the entire engine.

Reading order:
1. "Tuesday 12:43 AM" — establishes the moment
2. "can't stop working again" — the confession
3. 3 short stanzas of self-observation
4. "there has to be a drink that doesn't wreck tomorrow" — the question the product answers

Below the Notes screenshot (outside the phone frame):
- Warm cream background with halftone grain
- Chocolate brown serif caption
- Easy Man Lite can standing to the right of or below the caption — hi-res render, 30% of frame width
- Burnt orange CTA button

Typography inside note: iOS system font (SF Pro). Keep it default.
Typography outside: brand editorial serif for caption. Brand CTA font.

Variation Table

Output A — PURE NOTES SCREENSHOT

Just the phone-frame Notes screenshot on cream background. Caption + can + CTA stacked below.

Output B — TORN EDGE / DIARY

The Notes screenshot styled as if torn from a diary — slightly rotated, with a coffee-ring stain, paper texture layered behind. Adds vintage-Americana brand feel.

Output C — SIDE-BY-SIDE

Left: the midnight Notes screenshot. Right: a second Notes screenshot dated 3 months later — "Wednesday 6:02 AM · feeling clear for once. Been on Easy Man for a month." Transformation arc in one frame.

Output D — LOCK-SCREEN REFLECTION

The note visible through the subtle reflection of a phone laying face-up on a nightstand next to an Easy Man Lite can. Night-table lamp, warm light, real environment (pull from lifestyle shots).

Asset / clip table

Element Source
Lite can render /Assets/Hi Res Can Renders/ (Lite variant)
Lifestyle nightstand scene for Output D /Assets/All Lifestyle Shots/easy_man-*.jpg (any warm, evening)
iOS Notes UI Use live iOS screenshot template
Warm cream background /Reference/esm-visual-dna.md

Safe-zone flags

Compliance

Ad body text (NOT in the image)

If you've ever written a note like this at midnight, Easy Man Lite was made for you.

2mg × 2 microdosed goodness. 45 calories. The gentle end of the lineup, designed for people whose first question is always "but will I still wake up sharp?"

Brewed in-house at a 2x World Beer Cup winning brewery. Gluten-free. Third-party lab tested.

Start with Lite. Work your way up.

Ships direct. Must be 21+.