← All Briefs BRW-108

BRW-108: Scripted Video — "St. Patty's Day at Home"

Joe's verbatim St. Patty's Day story (he stayed home during a no-alcohol challenge instead of going to the bar) over existing b-roll. The reset framing without preachiness.

Metadata

Field	Value
Brief ID	BRW-108
Format	Scripted Video (b-roll + overlay)
Duration	35s + 15s
Product	Burn It Down IPA (35 cal — for active reset)
Persona	Hybrid Drinker
Angle	Strategic avoidance + verbatim Joe
Emotion	Permission + Pride
Awareness	Solution Aware
Funnel	Cold / warm
Offer	Burn It Down 6-pack PDP

Copy — verbatim from podcast

Hook (0–4s, black frame)

"During this challenge, it was St. Patty's Day."
— Joe, Go Brewing founder

Source: PODCAST 44:06 verbatim

Beat 2 (4–10s, b-roll: empty bar)

"You know where I wasn't going on St. Patty's Day
when I wasn't drinking?
To the bar."

Source: PODCAST 44:06 verbatim

Beat 3 (10–16s, b-roll: home setting)

"You know where I was staying?
At my house."

Source: PODCAST 44:06 verbatim

Beat 4 (16–24s, broader frame)

"If you put yourself in a situation where you're gonna be tempted to drink,
then you probably will."

Source: PODCAST 44:01 verbatim

Beat 5 (24–30s, transition to product)

"If you avoid those situations,
you're gonna be in a much better place."

Source: PODCAST 44:01 verbatim

Resolution (30–35s, Burn It Down can hold)

Burn It Down IPA
0.46% ABV. 35 calories.
At your house.

Source: SPEC verified + brand-voice tagline

Ad-Level Body Text

"If you put yourself in a situation where you're gonna be tempted to drink, then you probably will. If you avoid those situations, you're gonna be in a much better place." — Joe, Go Brewing founder

Burn It Down IPA. 0.46% ABV. 35 calories. West Coast IPA — Centennial & Citra hops.
Free shipping on 4+ six-packs.

[All from PODCAST + SPEC]

Creative Direction — Existing Assets Only

Time	Source clip	Note
0–4s	Black frame	Typed reveal
4–10s	`IG Video/IG Video Beer Tap 1.mp4` re-graded cold + dim	Suggest "the bar Joe avoided"
10–16s	`B-Roll/Joe and Wife [Mix]/` — quiet domestic frame	"At my house"
16–24s	`B-Roll/Go Brewing Event/` reduced-volume + slow-pan	Generic gathering b-roll
24–30s	`IG Video/IG Video - Garage 1.mp4` slowed 60%	Quiet, focused energy
30–35s	Burn It Down can render from `Can photo renders unedited for PSD AI Lifestyle/` + `BOTM March 2026 - Burn It Down Videos/` for product motion	Static product hold

Audio: Source-clip ambient only. No music. Distant bar noise dampens at "to the bar"; quiet kitchen ambient at "at my house."

Color grade: Bar = cold/dim. Home = warm/quiet. Product = saturated rich.

Typography:
- BN Kragen Bold all overlays
- Off-white on 40% black wash
- GO Red #FF0000 on "Burn It Down" (matches IPA brand-color hierarchy)