ESM-114: GIF — 2-Week Sleep Trend

**Format:** GIF (6-second loop, 1080×1350)

Metadata

Field	Value
Brief ID	ESM-114
Format	GIF — 6 second loop
Product	Easy Man Hazy
Persona	Wellness Drinker (primary) / Fitness-Driven Unwinder
Angle	Recovery without regret
Emotion	Quiet confidence
Awareness	Solution aware
Funnel	TOF / cold + retarget
Size	1080×1350 + 1080×1920
Duration	6s looping

Animation frames

Frame 1 (0.0–0.8s)

Cream background with halftone grain
Title appears centered: "14 days. One swap."
Sub-title: "Sleep score, same watch."
Empty chart frame fades in below

Frame 2 (0.8–2.5s)

Bars 1 through 7 animate in, left to right, one every 0.25s
Bars are red/yellow/low — labeled "Week 1: alcohol nights"
Average line shows ~62

Frame 3 (2.5–3.2s)

A small annotation bubble slides in at bar 8: "Switched to Easy Man on weeknights"
Pause beat

Frame 4 (3.2–5.0s)

Bars 8 through 14 animate in, progressively greener and taller
Average line updates to ~89 (animates up)
Week 2 bars all visibly higher

Frame 5 (5.0–6.0s)

A Hazy can slides in from the bottom
CTA button appears: "Try Easy Man Hazy"
Attribution micro-type bottom left: "Joe's personal tracking. Results vary."
Hold 1 second, loop

Copy (sourced)

Title

14 days. One swap.

Sub-title

Sleep score, same watch.

Week labels

Week 1: alcohol nights
Week 2: Easy Man nights

Annotation (appears at bar 8) — PODCAST 11:35

Switched to Easy Man on weeknights

Attribution (static, bottom left)

Joe's personal tracking. Results vary.

CTA

Try Easy Man Hazy

Creative Direction

The chart is the entire ad. Clean, data-forward. Inspired by the Whoop or Oura trends view, not a generic Keynote bar chart.

Layout:
- Title + sub-title top center
- Chart centered, 70% frame width
- Annotation bubble at day 8 with burnt orange accent
- Can + CTA bottom
- Warm cream background throughout

Animation: bars animate in with a subtle bounce (overshoot 3% then settle). Annotation bubble slides in with a chirp bounce. Average line pans smoothly.

Color:
- Week 1 bars: muted red/orange/yellow (scores 55–72)
- Week 2 bars: green gradient (scores 82–94)
- Annotation: burnt orange pill

Typography:
- Title + sub-title = brand editorial serif, chocolate brown
- Data labels = clean sans-serif (Inter) for readability
- Attribution = smaller serif, muted

Asset / clip table

Element	Source
Hazy can render	`/Assets/Hi Res Can Renders/Can_Render-Front-Easy_Man_Hazy-Shadow-Plain.png`
Chart rendering	Motion software (After Effects, Figma Motion, or Lottie)

Safe-zone flags

Title in top safe zone
Chart fits center 1080×1080
Can + CTA in bottom safe zone; attribution may clip in 9:16 — move up 40px

Compliance

Attribution line mandatory. Per brand bible, HRV/sleep data is Joe's personal experience.
Chart values are within Joe's PODCAST 11:35 verbatim range. Do not fabricate precise day-level figures.
Do not caption as "clinical study." Language must stay personal-tracking.
No prohibited paid-copy words.

Ad body text (NOT in the image)

Two weeks. Same watch. One swap.

Easy Man Hazy. 5mg × 2 microdosed goodness. 81 calories. Real hops. Brewed at a 2x World Beer Cup winning brewery.

Your wearable already knows what alcohol nights cost. This is what the other nights can look like.

Ships direct. Must be 21+. Joe's personal results. Yours may differ.