ESM-113: GIF — Tuesday Night to Wednesday Morning

**Format:** GIF (5-second loop, 1080×1350)

Metadata

Field	Value
Brief ID	ESM-113
Format	GIF — 5 second loop
Product	Easy Man Hazy
Persona	Nightcap Switcher (primary) / Everyday Unwinder
Angle	Same buzz, better morning
Emotion	Recognition + relief
Awareness	Solution aware
Funnel	TOF / cold
Size	1080×1350 primary + 1080×1920 alt
Duration	5s looping

Animation frames

Frame 1 (0.0–1.5s)

Full screen: Tuesday 10:47 PM. Lifestyle shot — couch, TV glow, two empty beer bottles on the coffee table, half-eaten snack, dim lighting
Type overlay, top left: "Tuesday 10:47 PM"
Cream panel fades in along the bottom with text: "2 beers. One "just one more" at 11."

Frame 2 (1.5–3.0s)

Scene cross-dissolves. The two beer bottles animate out. An Easy Man Hazy can slides in on the coffee table. The TV glow warms. The couch scene becomes cozier.
Type overlay top left animates to: "Tuesday 10:47 PM · the easy swap"
Cream panel updates: "1 Easy Man Hazy. One buzz. No next-morning tax."

Frame 3 (3.0–4.2s)

Cross-dissolve to Wednesday morning. 6:04 AM. Window light. A clean kitchen counter. The same person visible in soft focus, clear-eyed, coffee mug in hand. No clutter.
Type overlay top left: "Wednesday 6:04 AM · clear."
Cream panel: "Same buzz. Different morning."

Frame 4 (4.2–5.0s)

Freeze frame on the Wednesday morning scene
CTA button slides up: "Try Easy Man Hazy"
Short fade to black, loop back to frame 1

Copy

Scene overlays — BIBLE §1 + PODCAST 17:55

"Tuesday 10:47 PM" / "2 beers. One 'just one more' at 11."
"Tuesday 10:47 PM · the easy swap" / "1 Easy Man Hazy. One buzz. No next-morning tax."
"Wednesday 6:04 AM · clear." / "Same buzz. Different morning."

CTA

Try Easy Man Hazy

Creative Direction

Two live-action lifestyle shots + one product render animated together. The transformation is cinematic — warm lighting gets warmer, clutter dissolves into order.

Layout:
- Full-bleed lifestyle footage (use looped 1-second still shots from /Assets/All Lifestyle Shots/ as the base — animate with subtle Ken Burns zoom + cross-dissolves in motion software)
- Type overlays in the upper left
- Cream textured panel along the bottom for copy
- CTA surfaces in frame 4

Transitions: cross-dissolves, not hard cuts. Ken Burns slow zoom on each scene. Type animates in with a subtle vertical shift (5px up, fade in).

Color grade: warm amber tones throughout, consistent with brand Visual DNA. No desaturated or cold grading.

Asset / clip table

Element	Source
Tuesday night couch/TV scene (frame 1)	`/Assets/All Lifestyle Shots/easy_man-*.jpg` — evening interior
Hazy can render (frame 2 composite)	`/Assets/Hi Res Can Renders/Can_Render-Front-Easy_Man_Hazy-Shadow-Plain.png`
Wednesday morning kitchen scene (frame 3)	`/Assets/All Lifestyle Shots/` — morning / window light interior
Cream texture for type panel	`/Reference/esm-visual-dna.md` §Background Treatment

Safe-zone flags

Top-left type overlay sits within top safe zone (above center 1080×1080 for 4:5)
Cream panel + CTA within bottom safe zone
For 9:16, raise the CTA 80px to stay above the 340px bottom cutoff

Compliance

The transformation arc is a creative representation. The "clear" Wednesday morning is aspirational, not a clinical claim.
No prohibited paid-copy words.

Ad body text (NOT in the image)

The Tuesday night that doesn't cost you Wednesday.

Easy Man Hazy. 5mg × 2 microdosed goodness. 81 calories. Brewed like a real hazy IPA because it is one. Gluten-free. 2x World Beer Cup winning brewery.

Same buzz. Different morning. The occasion beer for the people who can't afford a wrecked morning.

Ships direct. Must be 21+.