← All Briefs BRW-100

BRW-100: Scripted Video — "Five Nights a Week"

Joe's verbatim podcast confession about his weekly drinking pattern, scripted as caption-driven b-roll with a SKU resolution (Disarm Hazy IPA).

Metadata

Field	Value
Brief ID	BRW-100
Format	Scripted Video (existing b-roll + overlay)
Duration	38s + 15s
Product	Disarm Hazy IPA
Persona	Hybrid Drinker (32–55, weeknight drinker)
Angle	Cloud-of-alcohol confession + SKU resolution
Emotion	Identification + Permission
Awareness	Problem Aware → Solution Aware
Funnel	Cold prospecting
Offer	Disarm 6-pack (PDP) + Beer Club CTA on retarget

Copy — 100% verbatim from podcast

Hook (0–4s, black frame, character-by-character text reveal)

"I had been drinking for decades.
There'd be some weeks I would drink seven days a week."
— Joe, Go Brewing founder

Source: PODCAST 01:39 + 22:49

Beat 2 (4–10s, b-roll with overlay)

"I was under the cloud of alcohol that I realized for decades in my life."

Source: PODCAST 22:48 verbatim

Beat 3 (10–18s)

"I only realized it when I stepped away from alcohol during a challenge."
"Once I got to day 30, I had noticeable differences in my skin. I felt lighter, I was more mentally clear."

Source: PODCAST 22:48 + 23:18 verbatim

Beat 4 (18–25s)

"Day 45 and day 50 hit and I was like looking around like thinking I had superpowers."

Source: PODCAST 23:18 verbatim

The pivot (25–30s, product reveal)

"Non-alcoholic beer was the only thing that I tried by accident
that curbed my craving for that night."

Source: PODCAST 26:14 verbatim

Resolution (30–38s, Disarm can hold)

Disarm Hazy IPA
0.46% ABV. 95 calories.
World Beer Cup Silver, 2025.

Source: SPEC verified + META existing ad copy

Ad-Level Body Text (caption under the in-feed video)

"I had been drinking for decades and I was searching for something that could help alleviate being under the cloud of alcohol."

— Joe, Go Brewing founder

Disarm Hazy IPA. 0.46% ABV. 95 calories. World Beer Cup Silver.
Craft beer for better tomorrows.

[All quotes from PODCAST + SPEC]

Creative Direction — Existing Assets Only

All paths relative to: /Volumes/selfmade/lucid/In-House Clients/Brands/Go Brewing (BRW)/Assets/

Time	Source clip	Note
0–4s	Black frame, no footage	Typed text reveal
4–10s	`B-Roll/Joe and Wife [Mix]/` — pick a quiet domestic frame, no direct-to-camera	Slow push-in, caption overlay
10–14s	`IG Video/IG Video - Garage 1.mp4` — slowed 60%	Origin context
14–18s	`MISC-generic brolls/Beer opening.mp4`	Sound design moment
18–22s	`IG Video/IG Video Hyrox.mp4` — peak-intensity beat	"Superpowers" beat
22–25s	`IG Video/IG Video Hyrox 2.mp4`	Continued energy
25–30s	`MISC-generic brolls/Beer pour.mp4`	The "by accident" mechanism beat
30–38s	Disarm can render from `Can photo renders unedited for PSD AI Lifestyle/`	Static product hold

Audio: Ambient from source clips only. No music. 0.5s silence on the pivot at 25s.

Color grade: Beats 1–3 desaturated cool ("the cloud"); Beats 4–6 warm saturated ("superpowers" / resolution).

Typography:
- BN Kragen Bold for all overlays
- Off-white #F3F3F3 on 40% black wash bar (bottom third)
- Sunbeam Gold #E6A726 on the word "superpowers"
- "Joe, Go Brewing founder" attribution in 0.5× weight, italic

Compliance:
- All Joe lines lifted directly from the podcast — no paraphrase.
- World Beer Cup Silver 2025 is verified SPEC. NA category framing omitted on creative; included in body copy if compliance asks.