← All Briefs BRW-105

BRW-105: GIF — "Most People Couldn't Tell"

A 2-frame GIF using Joe's verbatim podcast story about the blind taste test ("over 100 people tried this, got it wrong"). Frame 1 sets the question, Frame 2 reveals the New School Sour Berry can.

Metadata

Field Value
Brief ID BRW-105
Format GIF (2-frame Joe-quote reveal)
Product New School Sour Berry (the SKU Joe used in the actual blind test, per podcast)
Persona Craft Beer Enthusiast / Skeptic
Angle Blind-test verbatim from founder
Emotion Curiosity → Surprise
Awareness Problem Aware
Funnel Cold prospecting
Offer New School Sour Berry 6-pack PDP

Copy — verbatim from podcast

Frame 1 (0–0.7s — Joe quote setup)

"We did a blind taste test.
Over 100 people tried this.
Most people couldn't tell."
— Joe, Go Brewing founder

Source: PODCAST 19:13 verbatim — "we'll do a blind taste test... over 100 people try this, got it wrong... most people couldn't even tell"

Frame 2 (0.7–1.4s — reveal)

New School Sour Berry
<0.5% ABV. ~50 calories.
World Beer Cup Bronze.

Source: SPEC verified

GIF loops seamlessly.

Ad-Level Body Text

"We took our sour beer, non-alcoholic — it's a blueberry, strawberry sour, and it has like 50 calories. We bought an alcoholic counterpart that tastes similar and we did a blind taste test. Over 100 people tried this. Most people couldn't tell." — Joe, Go Brewing founder

New School Sour Berry. <0.5% ABV. World Beer Cup Bronze.

[All from PODCAST + SPEC]

Creative Direction

Frame 1 composition:
- Background: Go Black #121212
- Joe quote: BN Kragen Bold, off-white, three lines stacked, left-aligned at 60% width
- Attribution "— Joe, Go Brewing founder" in 0.5× scale, italic, off-white at 70% opacity
- Empty right third — sets up the reveal space

Frame 2 composition:
- Same background
- New School Sour Berry can fades in to the right third (existing render from Can photo renders unedited for PSD AI Lifestyle/)
- Bronze medal icon (Gold Medal.png with bronze-grade filter) floats to the can's right
- SKU spec block bottom 25%: BN Kragen Bold, off-white

Motion:
- Frame 1 holds 0.7s
- Crossfade 0.3s into Frame 2
- Frame 2 holds 0.4s
- Loop

Asset sources:
- New School Sour Berry can: Can photo renders unedited for PSD AI Lifestyle/
- Medal: MISC-generic brolls/Gold Medal.png with bronze-grade filter

Typography:
- BN Kragen Bold throughout
- Off-white #F3F3F3 body
- Berry Purple #6B3FA0 accent on "Sour Berry" (matches sour-line brand color per BRAND)