ESM-115: Video — Joe Founder Monologue, Monkey Mind

**Format:** Video (30s, 9:16 + 1:1)

Metadata

Field	Value
Brief ID	ESM-115
Format	Video — 30 seconds
Product	Easy Man Hazy
Persona	Nightcap Switcher (primary) / Creative Professional
Angle	Monkey mind — founder origin
Emotion	Recognition + relief
Awareness	Problem → Solution aware
Funnel	TOF / cold
Size	1080×1920 primary + 1080×1080 alt
Duration	30s

Script with timecodes

0:00–0:03 — Hook on screen (no voiceover yet)

Visual: tight shot of Joe (from podcast mp4), slight reframe, looking off-camera
Cream text panel slides up: "I used to work until midnight."

0:03–0:10 — Joe VO (verbatim META A8)

"I used to work until midnight. Not because I had to, because I couldn't stop."

Visual: podcast talking head, reframed tight

0:10–0:17 — Joe VO (verbatim META A8)

"Even when I was with my family, within 10 minutes my mind was back on the business. It became a problem."

Visual: intercut with a 2-second b-roll shot of someone working late on a laptop (lifestyle library), then back to Joe

0:17–0:22 — Joe VO (verbatim META A8)

"I created Easy Man for people like me. Folks too ambitious to waste the next morning, but too human to skip the nightly ritual."

Visual: cross-dissolve to a still of an Easy Man Hazy can on a couch side table (lifestyle library), warm lamp light
Cream text panel overlay: "For people too ambitious to waste a morning."

0:22–0:27 — Joe VO (verbatim META A8)

"It tastes like your favorite craft beer. But instead of regret, you wake up clear."

Visual: a morning shot — Wednesday window light, coffee mug, person stretching. Intercut with a product close-up.

0:27–0:30 — Static end card

Cream background, halftone grain
Product image (can)
Text: "Easy Man Hazy"
CTA button: "Try the swap"
Small type: "21+ only."

Copy (all verbatim META A8)

Static text panels

"I used to work until midnight."
"For people too ambitious to waste a morning."

End card

"Easy Man Hazy"
CTA: "Try the swap"

Creative Direction

Joe talking head as the spine. B-roll interludes add visual breathing. Copy overlays only punctuate — never carry the load. Joe's verbatim audio is the persuasion.

Podcast footage: use clips from /Assets/Joe_Will_Podcast_Interview/riverside_joe_raw-synced-video-cfr_will_sartorius's st_0055.mp4. The podcast is professionally shot (3-camera riverside setup).

Reframing for 9:16: tight crop on Joe center-frame. Preserve top 240px and bottom 340px of the 1920 frame for Meta safe zones. All Joe-talking must sit within the center vertical band.

Color grade: warm amber bias to match brand Visual DNA. Slight film grain overlay to unify with lifestyle stills.

Audio:
- Joe's VO from the podcast — isolate and clean the vocal channel (de-hiss, EQ)
- Subtle warm ambient bed underneath (optional, lowest volume)
- No music sting on the end card — let the VO close the piece, then a half-second silent beat before the CTA appears

Asset / clip table

Timecode	Source
0:00–0:17	Joe talking head — `/Assets/Joe_Will_Podcast_Interview/riverside_joe_raw-synced-video-cfr_will_sartorius's st_0055.mp4` (pull 30–60s cuts matching VO text)
0:10–0:12 b-roll late-night	`/Assets/All Lifestyle Shots/` — interior desk/laptop evening scene
0:17–0:22 can + couch cross-dissolve	`/Assets/All Lifestyle Shots/easy_man-*.jpg` + `/Assets/Hi Res Can Renders/Can_Render-Front-Easy_Man_Hazy-Shadow-Plain.png`
0:22–0:27 Wednesday morning b-roll	`/Assets/All Lifestyle Shots/` — morning window-light scenes
0:27–0:30 end card	`/Assets/Hi Res Can Renders/Can_Render-Front-Easy_Man_Hazy-Shadow-Plain.png`

Caption / subtitle track

Burn in captions for every Joe VO line. Meta default sound-off. Captions rendered in brand editorial serif over semi-transparent dark band, bottom center (above the bottom 340px safe zone).

Compliance

Joe's VO is verbatim from his own published quotes META A8. Do not splice words or insert sentences he did not say.
"Wake up clear" is a subjective experience claim consistent with PODCAST 17:55. Keep it attributed to Joe.
No prohibited paid-copy words in any captions or overlays.
Meta 21+ disclosure on end card.

Ad body text (NOT in the video)

This is Joe Chura. He sold a company for $165M, then couldn't stop working at midnight. He built Easy Man because alcohol wasn't letting him be present with his family.

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

Same buzz. A different kind of morning.

Ships direct. Must be 21+.