← All Briefs BRW-101

BRW-101: Scripted Video — "Hybrid Athlete"

Joe's verbatim "hybrid athlete" framework over HYROX b-roll. The frame: NA beer is the strategic addition for people who do everything.

Metadata

Field	Value
Brief ID	BRW-101
Format	Scripted Video (b-roll + overlay)
Duration	35s + 15s
Product	Disarm Hazy IPA (athlete fit: 0.46% / 95 cal)
Persona	Hybrid Athlete / Hybrid Drinker (men + women, 35–55)
Angle	Hybrid-athlete identity → hybrid drinking
Emotion	Aspiration + Permission
Awareness	Solution Aware
Funnel	Cold prospecting
Offer	Disarm 6-pack PDP

Copy — 100% verbatim from podcast

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

"Hybrid drinking to me is a term that came up
when I was thinking about a hybrid athlete."
— Joe, Go Brewing founder

Source: PODCAST 27:20 verbatim

Beat 2 (4–10s, HYROX b-roll)

"My goal isn't to go win a marathon tomorrow.
My goal is to be able to run a marathon tomorrow."

Source: PODCAST 27:20 verbatim

Beat 3 (10–16s, more HYROX)

"I'm a support runner for a double amputee."

Source: PODCAST 27:20 verbatim

Beat 4 (16–22s, training rotation b-roll)

"I want to be able to do the local 5K.
I want to push a bunch of weights.
I want to do martial arts. I want to do boxing."

Source: PODCAST 27:50 verbatim

Pivot (22–27s)

"We don't have to live in these labels."

Source: PODCAST 27:50 verbatim

Resolution (27–35s, Disarm can hold + spec)

Disarm Hazy IPA
0.46% ABV. 95 calories.
The beer for people who do everything.

SPEC verified; tagline derived from Joe's own framing — note: only the Disarm spec line is in-spec verbatim. Tagline frame should be confirmed before ship.

Ad-Level Body Text

"Hybrid drinking to me is a term that came up when I was thinking about a hybrid athlete." — Joe

Disarm Hazy IPA. 0.46% ABV. 95 calories. World Beer Cup Silver, 2025.
Craft beer for better tomorrows.

Creative Direction — Existing Assets Only

Time	Source clip	Note
0–4s	Black frame	Typed reveal
4–10s	`IG Video/IG Video Hyrox.mp4`	Sled push beat
10–16s	`IG Video/IG Video Hyrox 2.mp4`	Wall balls / rower beat
16–22s	Rotate `IG Video/IG Video Hyrox 3.mp4` + `Hyrox 4.mp4` + `MISC-generic brolls/715273_Man Eating Exercise Stretching.mp4` for the 5K / weights / martial arts cycle	1 clip per discipline (~2s each)
22–27s	Black frame	"We don't have to live in these labels" full-bleed
27–35s	Disarm can render from `Can photo renders unedited for PSD AI Lifestyle/` + condensation b-roll from `MISC-generic brolls/Beer pour.mp4` final frame	Static product hold

Audio: Source-clip ambient only (gym sounds, breath, sled scrape). No music. Silence on the pivot.

Color grade: HYROX clips warmed slightly to feel less "stock fitness," more "person"; product hold in saturated rich tone.

Typography:
- BN Kragen Bold all overlays
- Off-white on 40% black wash
- Sunbeam Gold on the words "labels" + "Hazy IPA"