Place it at the exact moment a new look is revealed, after a short build-up and before the reaction shot lands. Follow it with the oh my god meme for the reaction that follows, or use the bruh sound first to set up a sceptical stare before the change appears.
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This 28-second meme clip, titled New Face, is built around the idea of someone appearing with a completely different look. It carries a light, teasing feeling, as if the joke is in the reveal itself rather than in any big punchline. That contrast between an old look and a new one is the whole point of the clip.