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BRW-115: Static — "We Don't Have to Live in These Labels"

Joe's verbatim hybrid-drinking line as a single-headline static, with a Burn It Down can hero. The simplest, sharpest hybrid-drinker frame in the brand's verified copy library.

Metadata

Field	Value
Brief ID	BRW-115
Format	Static (typography + can hero)
Product	Burn It Down IPA (West Coast)
Persona	Hybrid Drinker
Angle	Hybrid-drinker identity reframe — verbatim Joe
Emotion	Permission + Confidence
Awareness	Problem Aware
Funnel	Cold prospecting
Offer	Burn It Down 6-pack PDP

Copy — verbatim from podcast

Headline (overlay, dominant)

"We don't have to live in these labels."
— Joe, Go Brewing founder

Source: PODCAST 27:50 verbatim

Sub line (above the can)

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

Source: PODCAST 27:20 verbatim

Spec line (under the can)

Burn It Down IPA
0.46% ABV. 35 calories. West Coast.

Source: SPEC verified

Ad-Level Body Text

"Hybrid drinking to me is a term that came up when I was thinking about a hybrid athlete. We don't have to live in these labels." — 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

Layout (9:16):
- Top 22%: sub line (Joe's "hybrid athlete" framing) — BN Kragen Bold, off-white on Go Black #121212. Italic attribution at end.
- Middle 35%: dominant headline "We don't have to live in these labels." — BN Kragen Bold, off-white. Sunbeam Gold on "labels."
- Below headline: Burn It Down IPA can centered, hero shot. Existing render from Can photo renders unedited for PSD AI Lifestyle/ or pull a clean frame from BOTM March 2026 - Burn It Down Videos/. Real condensation. Subtle floating shadow.
- Bottom 18%: spec line — BN Kragen Bold, off-white.

Lighting:
- Single warm directional light from camera-left
- Slight green-orange rim on can edge (matches West Coast IPA / hop-green brand color)

Asset sources:
- Burn It Down can: Can photo renders unedited for PSD AI Lifestyle/ or BOTM March 2026 - Burn It Down Videos/ first frame
- Background: deep Go Black, full-bleed

Typography:
- BN Kragen Bold throughout
- Headline 1.6× scale
- Sub line 0.7× scale
- Spec line 0.5× scale
- Sunbeam Gold #E6A726 accent on "labels"