← All Briefs BRW-102

BRW-102: Scripted Video — "In My Garage"

Joe's verbatim origin story — wife's car parked in the garage → makeshift brewery → in-house production. Closes on the Disarm SKU as the direct lineage product (the "first hazy IPA was literally in my garage").

Metadata

Field	Value
Brief ID	BRW-102
Format	Scripted Video (origin-story documentary)
Duration	40s + 15s
Product	Disarm Hazy IPA (the direct-lineage product)
Persona	Craft Beer Enthusiast / Hybrid Drinker
Angle	In-house craft origin (vs. contract-brewed competitors)
Emotion	Trust + Respect
Awareness	Problem Aware → Solution Aware
Funnel	Cold prospecting
Offer	Disarm 6-pack PDP

Copy — 100% verbatim from podcast

Hook (0–4s)

"We were making beer in my garage,
which was in all of 2022."
— Joe, Go Brewing founder

Source: PODCAST 06:55 verbatim

Beat 2 (4–10s)

"I ended up hiring a brewer, literally transformed my garage
where my wife's car used to park into a makeshift brewery."

Source: PODCAST 07:34 verbatim

Beat 3 (10–16s)

"When we launched, we had a hazy IPA.
A Pilsner. A Whitbeer. A Stout. And a West Coast-style IPA."

Source: PODCAST 06:55 verbatim, lightly punctuated

Beat 4 (16–24s, hard match-cut to modern brewery)

"If you walked into a brewery,
you would not even know you're in a non-alcoholic brewery."

Source: PODCAST 14:07 verbatim

Beat 5 (24–32s)

"It is made with the same ingredients as the alcoholic counterpart,
same amazing hops."

Source: PODCAST 14:07 verbatim

Resolution (32–40s, Disarm can hold)

Disarm Hazy IPA
Krush, Sabro, Strata hops.
0.46% ABV. 95 calories.
World Beer Cup Silver, 2025.

[All from SPEC verified]

Ad-Level Body Text

"We were making beer in my garage, which was in all of 2022. If you walked into a brewery, you would not even know you're in a non-alcoholic brewery." — Joe, Go Brewing founder

Disarm Hazy IPA. 0.46% ABV. 95 calories. Krush, Sabro, Strata hops.
World Beer Cup Silver, 2025.

Creative Direction — Existing Assets Only

Time	Source clip	Grade
0–4s	`IG Video/IG Video - Garage 1.mp4` — wide shot of garage brewing	Cool, desaturated
4–10s	`IG Video/IG Video - Garage 2.mp4` — close on kettle	Cool
10–16s	Rotate static frames or close-ups from `IG Video - Garage 1/2.mp4` showing recipe board / 5-gallon kettle	Cool
16–18s	THE MATCH-CUT — same focal length, garage to `Cartoner Videos/` first frame	Cool → warm transition
18–24s	`Cartoner Videos/` — cans coming off the line	Warm
24–28s	`B-Roll/Parkside Brewing [Images]/` — tank hall stills, Ken-Burns push	Warm saturated
28–32s	`MISC-generic brolls/Hops 1.mp4` — hop close-up	Warm rich
32–40s	Disarm can render from `Can photo renders unedited for PSD AI Lifestyle/` + `MISC-generic brolls/Gold Medal.png` (1s insert)	Warm saturated

Audio: Source-clip ambient only. No music. 1-second silence on the match-cut at 16–17s.

Typography:
- BN Kragen Bold all overlays
- Off-white on 40% black wash
- Sunbeam Gold on "garage" (Beat 1) and "hazy IPA" (Beat 3) and "Silver" (resolution)