| Field | Value |
|---|---|
| Brief ID | ESM-106 |
| Format | UGC static — text convo screenshot |
| Product | Easy Man Hazy |
| Persona | Nightcap Switcher (primary) / Wellness Drinker |
| Angle | Sleep better, wake clear — relationship-level proof |
| Emotion | Warmth + recognition |
| Awareness | Solution aware |
| Funnel | TOF / cold + retarget |
| Size | 1080×1350 + 1080×1920 |
Sarah
iMessage
Today 7:42 AM
your HRV is back up to 48
told you 👀
ok ok the Easy Man swap is staying
The easiest Tuesday-night change you will ever make.
Try Easy Man Hazy
Pure iMessage screenshot. Native-feed camouflage. The conversation is short — three bubbles — because that's how real texts read first thing in the morning when one partner is checking their watch and giving the other partner receipts.
The data point (48 HRV) is pulled directly from PODCAST 11:35 — Joe's own improvement range. Reading as a casual text from a wife removes the medical-claim frame entirely.
Layout:
- Entire screenshot on warm cream background with halftone grain
- Screenshot fills center 60% vertically
- Caption + CTA below
- Small Hazy can in the lower right corner
Typography: SF Pro inside iMessage. Brand serif for caption and CTA button.
Emoji: the 👀 must stay. It carries the "I'm watching you, and it's working" tone without saying it.
Just the screenshot, cream surround, caption, can in corner, CTA.
Notification banner preview on a lock screen showing only Sarah's first message "your HRV is back up to 48." Lock screen wallpaper is a morning coffee-and-Hazy-can lifestyle shot.
5-bubble version: adds a screenshot of an Apple Watch HRV reading Sarah sends at the end. More "receipts" energy.
Left: the text convo. Right: the watch screenshot Sarah is referring to (mini Apple Watch HRV dial reading 48 ms). Side by side.
| Element | Source |
|---|---|
| Hazy can render (corner anchor) | /Assets/Hi Res Can Renders/Can_Render-Front-Easy_Man_Hazy-Shadow-Plain.png |
| Lifestyle morning scene (Output B wallpaper) | /Assets/All Lifestyle Shots/ |
| iMessage UI | Use live iOS screenshot template |
A swap you'll notice. One a partner will too.
Easy Man Hazy. 5mg × 2 microdosed goodness. 81 calories. Brewed at a 2x World Beer Cup winning brewery.
Same buzz. Different morning. The kind of Tuesday night that doesn't cost you Wednesday.
Ships direct. Must be 21+.