ESM-104: UGC Oura Ring — Two-Week Recovery Trend

**Format:** UGC Static (Oura app screenshot — readiness/recovery trend view)

Metadata

Field	Value
Brief ID	ESM-104
Format	UGC static — Oura app screenshot
Product	Easy Man Hazy
Persona	Fitness-Driven Unwinder (primary) / Wellness Drinker
Angle	Recovery without regret
Emotion	Recognition + quiet confidence
Awareness	Solution aware
Funnel	TOF / cold + retarget
Size	1080×1350 + 1080×1920

Copy

Top headline — BIBLE §1 adapted

Two weeks after I swapped Tuesdays.

Inside the Oura app screenshot (mock of native UI)

Header: "Readiness · 14-day trend"
Trend chart showing green recovery bars trending up week 2
Label on the week-2 uptick: "Switched to Easy Man on weeknights"
Sleep score label: ↑ 78 → 91
HRV label: ↑ +22 ms
Resting HR: ↓ -8 bpm

Sub-copy

Same buzz. Real hops. Two weeks, one swap, a different kind of data.

Attribution micro-type

A real Oura dashboard. Results vary.

CTA

Try Easy Man Hazy

Creative Direction

Native Oura app UI. Black background, white text, color-coded recovery bars (red/yellow/green). Two-week bar chart dominant. Annotation bubble pointing at the week-2 improvement with "Switched to Easy Man on weeknights."

Layout:
- Top: headline in brand serif on warm cream zone
- Middle 50–55%: the Oura screenshot, rendered inside a realistic phone frame
- Lower zone: sub-copy, attribution micro-type, CTA, Hazy can in lower right
- Warm cream background with halftone grain around the screenshot

The annotation bubble is critical. That's the single line that connects the data improvement to the product. Burnt orange bubble, chocolate brown text, arrow pointing at the exact bar where recovery visibly climbs.

Typography:
- Oura app text = app's actual font (Inter/SF Pro at Oura sizes)
- Annotation bubble text = brand serif, smaller
- Headline + sub-copy = brand editorial serif
- CTA = brand CTA style

Variation Table

Output A — OURA SCREENSHOT, CREAM SURROUND

The canonical execution. Screenshot on cream + annotation + can + CTA.

Output B — HAND-HELD

Real photo of a hand holding the phone showing the Oura dashboard, in a morning setting (bed, coffee cup, window light). More UGC.

Output C — CALENDAR VIEW

Oura's calendar view with every day color-coded. Before the swap: mostly yellow. After: mostly green. The calendar IS the proof.

Output D — SCORE CIRCLE

The classic Oura "readiness score" circle dashboard with the 91 score centered. Smaller can beside it. Annotation line: "Two weeks after the Tuesday swap."

Asset / clip table

Element	Source
Hazy can render	`/Assets/Hi Res Can Renders/Can_Render-Front-Easy_Man_Hazy-Shadow-Plain.png`
Lifestyle/hand-holding phone shot (Output B)	`/Assets/All Lifestyle Shots/` — pick one with warm morning light
Oura UI reference	Use real Oura Ring app screenshot as template

Safe-zone flags

Headline + can CTA within center safe zone
Attribution footer within bottom safe zone of 9:16

Compliance

"A real Oura dashboard" is a creative framing. The numbers should reflect realistic Oura outputs in the directional range Joe described in PODCAST 11:35.
Do not claim specific customer identities or use a real Oura user's private data.
No prohibited paid-copy words.

Ad body text (NOT in the image)

Your wearable already knows what alcohol does on Tuesday nights. Drop the score, jacked-up HR, wrecked deep sleep.

Easy Man Hazy gives you the buzz without the drag. 5mg × 2 microdosed goodness. 81 calories. Real hops.

Two weeks after one swap, the numbers start to tell a different story.

Ships direct. Must be 21+.