ESM-116: Video — Hybrid Athlete Framework

**Format:** Video (25s, 9:16)

Metadata

Field	Value
Brief ID	ESM-116
Format	Video — 25 seconds
Product	Easy Man Pale
Persona	Fitness-Driven Unwinder (primary) / Nightcap Switcher
Angle	Hybrid drinking — lifestyle framework
Emotion	Quiet confidence
Awareness	Problem → Solution aware
Funnel	TOF / cold
Size	1080×1920 + 1080×1080
Duration	25s

Script with timecodes

0:00–0:03 — Hook

Visual: Joe talking head (podcast mp4), crop tight, mid-sentence
Cream text overlay, big: "Hybrid drinking."

0:03–0:10 — Joe VO (verbatim PODCAST 27:20)

"If you can approach it from a hybrid perspective, like a hybrid athlete would, you can have something that is applicable to your moment."

Visual: podcast Joe for the first 3s, then cross-dissolve to a b-roll sequence

0:10–0:14 — Joe VO (verbatim PODCAST 27:20)

"There are many times when I do want to be productive, I'm going to have non-alcoholic beer then."

Visual: b-roll of a daytime scene — someone walking into a workspace, NA beer visible on desk (pull from Go Brewing or Easy Man lifestyle stills)

0:14–0:19 — Joe VO (verbatim PODCAST 27:20)

"There are many times where I'm grinding too much, I'm not sleeping well. I'm going to have an easy man."

Visual: transition to an evening interior. An Easy Man Pale can on a coffee table. Warm lamp light.

0:19–0:22 — Joe VO (verbatim PODCAST 27:20)

"And then there's an occasion when I'll have alcohol. Out with friends in a bar."

Visual: brief daylit social setting — cropped tight so it's clearly "bar" but not identifiable. A real beer glass, out of focus.

0:22–0:25 — End card

Cream background, halftone grain
Pale can render center
Text: "Easy Man Pale. The weeknight piece."
CTA: "Try Easy Man Pale"
Micro: "21+ only."

Copy (all verbatim PODCAST 27:20)

Static overlays

"Hybrid drinking."
End card — "Easy Man Pale. The weeknight piece." + "Try Easy Man Pale"

Creative Direction

Joe VO + three-moment b-roll montage. Each of the three moments (productive / grinding / social) is 3–4 seconds. The through-line is his voice. The montage shows the framework in practice without needing to spell it out.

Podcast footage: /Assets/Joe_Will_Podcast_Interview/riverside_joe_raw-synced-video-cfr_will_sartorius's st_0055.mp4 — locate the 27:20–28:00 window for the source audio.

B-roll: lifestyle stills animated with slow Ken Burns zoom. Cross-dissolves, not hard cuts. Warm amber grade throughout.

Typography:
- Big "Hybrid drinking." overlay = brand editorial serif, burnt orange
- End card = brand serif

Audio:
- Joe VO lead
- Ultra-subtle ambient bed under b-roll segments
- Silent beat before CTA

Asset / clip table

Timecode	Source
0:00–0:10 Joe talking head	`/Assets/Joe_Will_Podcast_Interview/riverside_joe_raw-synced-video-cfr_will_sartorius's st_0055.mp4` (27:20 cut)
0:10–0:14 daytime/NA beer b-roll	Borrow from Go Brewing lifestyle library if Easy Man doesn't have a daytime scene; otherwise use `/Assets/All Lifestyle Shots/` in a daylit composition
0:14–0:19 Pale can evening scene	`/Assets/Hi Res Can Renders/Can_Render-Front-Easy_Man_Pale-Shadow-Plain.png` + `/Assets/All Lifestyle Shots/` evening
0:19–0:22 social b-roll	`/Assets/All Lifestyle Shots/` cropped tight — glass on a bar top
0:22–0:25 end card	`/Assets/Hi Res Can Renders/Can_Render-Front-Easy_Man_Pale-Shadow-Plain.png`

Caption / subtitle track

Burn in captions for every Joe VO line. Brand editorial serif over semi-transparent dark band, bottom center.

Compliance

All VO is Joe verbatim from PODCAST 27:20.
"Hybrid drinking" framework does not promote alcohol — it positions it as one of multiple tools.
No prohibited paid-copy words.
21+ disclosure on end card.

Ad body text (NOT in the video)

Hybrid drinking is the only approach that holds up when you have to be sharp Wednesday.

Easy Man Pale is the weeknight piece of the rotation. 3mg × 2 microdosed goodness. 45 calories. Real hops. Brewed at a 2x World Beer Cup winning brewery. Gluten-free.

One can, a light buzz, a clear morning. Match the drink to the moment.

Ships direct. Must be 21+.