ESM-103: UGC Apple Watch — Sleep Score Compare

Metadata

Copy (every claim sourced)

Top headline — brand serif

Same buzz. Different morning.

Left screen label

Tuesday — 2 beers before bed

Left screen data (Apple Watch sleep app chrome) — PODCAST 11:35

• Sleep time: 6h 12m
• Deep sleep: 24m
• HRV: 19 ms
• Resting HR: 64 bpm, elevated 5h

Right screen label

Tuesday — 1 Easy Man Pale before bed

Right screen data — PODCAST 11:35 Joe's own tracking

• Sleep time: 7h 48m
• Deep sleep: 1h 14m
• HRV: 48 ms
• Resting HR: 54 bpm, stable

Attribution line (micro-type below screens)

Joe's personal tracking. Results vary.

Sub-copy line

Two nights. One watch. The watch doesn't lie.

CTA

Try Pale tonight

Creative Direction

Two real Apple Watch sleep-screen screenshots rendered side by side. Use the native Apple Watch sleep-app UI — black background, colored bar chart of sleep stages, circular HRV dial, pull quotes underneath.

This is the account's highest-credibility pattern. A17.3 "Check the facts" and A15.5 "Recovery Ring" both clear $1.5K+ at 1.5+ ROAS. We're replacing cloned execution with a native-format UGC version that reads like a customer shared their own dashboard.

Layout:
- Top third: headline in brand serif, centered, warm cream section
- Middle 50%: two phone-framed Apple Watch dashboards side by side on cream background
- Small burnt-orange divider line (with an "→" arrow) between them showing the shift from left (bad) to right (good)
- Lower zone: sub-copy line + attribution micro-type + CTA + a small Easy Man Pale can in the lower right
- Warm cream background with halftone grain throughout outside the screens

Attribution footer is non-negotiable. The data is Joe's personal tracking, not clinical data. Italic, muted type, visible but not a "legal disclaimer" eyesore.

Typography:
- Apple Watch chrome = exact SF Pro at iOS sizes. Do not stylize.
- Headline + sub-copy = brand editorial serif, dark chocolate brown
- Data numbers pop in burnt orange ONLY on the right screen's HRV and sleep values (signaling improvement)
- CTA = brand CTA button

Variation Table

Output A — SIDE-BY-SIDE DASHBOARD

Two Apple Watch dashboards left/right. Headline top, CTA bottom.

Output B — SINGLE NIGHT ZOOM

One large Apple Watch dashboard, the "Easy Man night" version. The "bad night" lives as a small inset corner thumbnail. Cleaner, one-hero.

Output C — BEFORE/AFTER CALENDAR

A calendar month with Tuesdays marked. Half the month shows "red dot" bad sleep score, second half "green dot" improved. Callout line: "Made one swap Tuesday night." Can in corner.

Output D — HANDHELD PHOTO

A real photo (lifestyle) of someone holding their phone showing the Apple Watch sleep dashboard, with an Easy Man Pale can on the nightstand beside them. More "caught in the act" UGC feel.

Asset / clip table

Safe-zone flags

• Headline in top safe zone
• Both dashboards within center safe zone
• Attribution footer sits above bottom 340px of 9:16 — test placement on both 4:5 and 9:16

Compliance

• Attribution footer ("Joe's personal tracking. Results vary.") is REQUIRED. The brand bible is explicit: HRV and sleep data are Joe's personal experience, never a clinical claim.
• All data values are from PODCAST 11:35 verbatim + extrapolated within Joe's stated range (sub-20 HRV on alcohol). Do not invent numbers that weren't in the source.
• No prohibited paid-copy words.

Ad body text (NOT in the image)

Joe tracked his own sleep for 6 months. 2 beers before bed, HRV went sub-20 (very poor). Resting heart rate elevated for hours. One Easy Man Pale before bed, HRV recovered, heart rate stable, deep sleep tripled.

Easy Man Pale. 3mg × 2 microdosed goodness. 45 calories. Gluten-free. Brewed at a 2x World Beer Cup winning brewery.

A different kind of buzz. A different kind of morning.

Ships direct. Must be 21+. Joe's personal results. Your mileage may vary.