@clayton.chambrs
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@clayton.chambrs Wait till you see the wall of vinyl and custom sound system 🔊
Trending short videosBrand showcase and store tour
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Video #16283 · Vlog
Brand showcase and store tourfrom @clayton.chambrs
[01]
Overview
The creator provides a guided tour of the Applied Art Forms clothing store in Amsterdam, founded by Guy Berryman of Coldplay. He showcases the store's interior, including a custom sound system and vinyl wall, and highlights specific products like jackets made from vintage fabrics and bags from military parachutes. Throughout the tour, the narrator explains the brand's philosophy, which is rooted in craftsmanship, historical research, and the idea of studying the past to inform the future.
[02]
Simple outline
- 1Make bold, intriguing claim
- 2Reveal surprising founder/origin
- 3Show specific, unique examples
- 4Deliver profound final message
[03]
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Classification
[05]
Hook analysis
What stops the scroll in the first 3 seconds
Title hook · 35%
One of the most interesting clothing brands in Europe
Verbal hook · 45%
On one of Amsterdam's busiest shopping streets, you'll find a clothing store that is redefining what craftsmanship means.
Visual hook · 20%
A visually appealing shot of a classic Amsterdam storefront with a bright yellow jacket in the window, creating a strong color pop. A tram moves past the store, adding dynamic motion to the opening scene.
[06]
Hook template
Steal this for your own video
On 's street, there's a that is redefining what means.
- — On Tokyo's busiest backstreet, there's a ramen shop that is redefining what tradition means.
- — On Nashville's most overlooked block, there's a recording studio that is redefining what sound quality means.
- — On Copenhagen's oldest canal street, there's a furniture maker that is redefining what sustainability means.
[07]
Hook and payoff
The promise the opener makes, and how the video pays it back
Hook
A superlative claim that establishes high stakes and creates an immediate question in the viewer's mind ('Why is this one of the most interesting...?').
Payoff
Reframe the subject in a larger, more profound context. Deliver a memorable, philosophical takeaway that elevates the subject's meaning beyond its literal function, providing a satisfying conclusion.
[08]
Narrative framework
The structural pattern this video runs on
Framework
The Brand Mythos Blueprint
To elevate a subject (product, place, or concept) from a simple object to a meaningful story by systematically revealing layers of surprising origin, tangible proof, and a concluding philosophical insight.
- 1
The Proclamation & Thesis
State a bold, superlative claim about the subject and introduce the core theme that will be explored (e.g., 'redefining craftsmanship').
- 2
The Surprise Reveal
Introduce an unexpected element of the subject's origin story, such as a famous founder or an unusual connection, to add a layer of intrigue and authority.
- 3
The Core Philosophy
Articulate the subject's guiding principle or mission statement, explaining the 'why' behind its existence and its unique approach.
- 4
The Tangible Proof
Present 1-2 highly specific, compelling examples that physically embody the core philosophy, moving from abstract ideas to concrete evidence.
- 5
The World-Building Expansion
Showcase how the core philosophy extends beyond the primary product into the surrounding environment or related items, demonstrating a holistic and deeply considered vision.
- 6
The Detail Showcase
Provide a rapid succession of smaller, interesting details that further reinforce the core philosophy with more evidence.
Themes
Techniques
Post caption
Wait till you see the wall of vinyl and custom sound system 🔊
Text overlays
title · beginning
One of the most interesting clothing brands in Europe
informational · beginning
On one of Amsterdam's busiest shopping streets, you'll find a clothing store
informational · beginning
that is redefining what craftsmanship means.
informational · beginning
This store is applied art forms and it's run by founder and creative
informational · beginning
director Guy Berryman who you might also know from a little band called
informational · beginning
Coldplay.
informational · middle
What began as a creative project has turned into a full-fledged brand
informational · middle
dedicated to researching vintage fabrics and military garments.
informational · middle
It's so clear to see the intentionality behind each product.
informational · middle
Like this 150 year old Japanese boro fabric that they turned
informational · middle
into a jacket or this emergency yellow mountain parka modeled after some the
informational · middle
early 20th century expedition trips.
informational · middle
Next to the rows of garments, you'll find a wall full of vinyl and a fully
informational · middle
custom sound system that is simply another example of the intentionality and
informational · middle
level of detail that Guy puts into everything he makes.
informational · end
Tote bags made out of spare military parachute fabric.
informational · end
Jewelry that symbolizes the hospital tags you've given at the beginning and
informational · end
I realize that applied art forms is way more than just the product.
informational · end
It's a reminder that we're all transient, that what we have is temporary, and
informational · end
in order to see the future you have to study the past.
Transcript
One of Amsterdam's busiest shopping streets, you'll find a clothing store that is redefining what craftsmanship means. This store is applied art forms, and it's run by founder and creative director, Guy Berryman, who you might also know from a little band called Coldplay. What began as a a creative project has turned into a full fledged brand dedicated to researching vintage fabrics and military garments. It's so clear to see the intentionality behind each product. Like this 150 year old Japanese burrow fabric that they turned into a jacket or this emergency yellow mountain parka modeled after some of the early twentieth century expedition trips. Best to the rows of garments, you'll find a wall full of vinyl and a fully custom sound system that is simply another example of the intentionality and level of detail the guy puts into everything he makes. Some tote bags made out of spare military parachute fabric, jewelry that symbolizes the hospital tags you've given at the beginning and end of your life. I realized that applied art forms is way more than just the product. It's a reminder that we're all transient, that what we have is temporary. And in order to see the future, you have to study the past.