Viral Hooks
Trending short videosWild apple project origin story
F

@ffern.co

Instagram · Vlog

@ffern.co Some Interesting Apples 🍎🌳🍏 You thought you knew apples - allow us to disillusion you. We’re delighted to present our film, directed by Elena Heatherwick, made with William Arnold and James Fergusson at Some Interesting Apples - a Cornish project that celebrates the wild genetics of this most unassuming fruit. If you find any interesting apples yourself, do reach out to the team - find them here at @someinterestingapples or by searching for them online. 🍎🍎🍎 Credits: Directed by Elena Heatherwick @elenaheatherwick Produced by Ffern and Pal Studios @pal__studios Executive Producer: Angus Dunsire @angus_dunsire Creative Director: Emily Cameron Producer: Bronte Markwick @brontemarkwick Set Designer: Clarisse D’Arcimoles @mckinlochstudio Costumer Designer: Frank Gallacher @frankgallacher DOP, Lee Burnett @leeburnett_ 1st AC: Joe Gubb @joegubb_focus_puller Gaffer John Crooks @crookseycam Sound Operator: Quillon Larratt @quillonlarratt Editor: Boris Hallvig Set Assistant: Jess Morris @jessmorrisis Driver/ Runner: Cris Barrios Sound Mixer: Will Berridge @willberridgesound Colourist: Caroline Morin @kawolinem Graphic Design: Ciaran Birch Story Researcher: Danny Farnham With thanks to @kestle_barton

View original on Instagram

The edit1 shot · 9 text
Shots Text

Performance

Views
1.2M
Likes
125.9K
Comments
716
Engagement
10.5%
Outlier
6.6×

Video #17003 · Vlog

Wild apple project origin storyfrom @ffern.co

[01]

Overview

The narrator explains the fascinating genetic diversity of apples, where every seed creates a new variety due to 'extreme heterozygosity.' The video introduces the 'Some Interesting Apples' project, which maps and tastes apples from wild, roadside trees. After showcasing the public taste trials and the poetic naming system, the creators explain their goal: to graft the best varieties into a new 'wilding mother orchard' and celebrate new, locally distinctive apples.

[02]

Simple outline

  1. 1State surprising fact
  2. 2Introduce a quest
  3. 3Show the evaluation process
  4. 4Reveal the grand vision

[03]

Related videos

[04]

Classification

Format
Concepts
Origin StoryBreakdownBrand Showcase
Elements
VoiceoverB-Roll CutawayMontage EditingText Overlay

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Verbal hook · 85%

Something that still blows my mind is that every apple seed produces a new variety.

Visual hook · 15%

A wide, surreal shot of two people holding a massive, white, translucent sheet that billows in the wind over a red apple tree in a green field, creating a visually arresting and mysterious opening.

[06]

Hook template

Steal this for your own video

Something that still blows my mind is that every [common thing in your niche] [surprising fact about how it works].

  • — Something that still blows my mind is that every sourdough starter develops a completely different flavor depending on the kitchen it lives in.
  • — Something that still blows my mind is that every snowflake forms a one-of-a-kind shape.
  • — Something that still blows my mind is that every credit card you swipe quietly earns the bank a fee from the store, not from you.

[07]

Hook and payoff

The promise the opener makes, and how the video pays it back

Hook

Begins with a counter-intuitive or 'mind-blowing' fact about a universally familiar object or concept, instantly reframing it as mysterious and worthy of investigation.

Payoff

Concludes by articulating a grand, forward-looking vision that stems from the project's findings, elevating the quest from a simple investigation into a meaningful act of creation, preservation, or cultural contribution.

[08]

Narrative framework

The structural pattern this video runs on

Framework

The Mundane Marvel

To reveal the hidden complexity and potential within a common, overlooked subject by documenting a dedicated quest to explore, categorize, and elevate it.

  1. 1

    The Intellectual Anchor

    Provides a brief, credible (e.g., scientific, historical) explanation for the hook, grounding the surprising premise in fact and adding a layer of intellectual depth.

  2. 2

    The Quest's Origin & Method

    Introduces the central project or mission that was born from this surprising fact, explaining its origins and the practical process used to investigate the subject.

  3. 3

    The Communal Gauntlet

    Showcases a climactic evaluation event where the findings of the quest are subjected to public or expert judgment, adding a sense of ceremony and stakes.

  4. 4

    The Subjective Verdicts

    Presents a montage of diverse, personal, and often conflicting reactions from participants in the evaluation, humanizing the process and illustrating the spectrum of possible outcomes.

  5. 5

    The Winner's Ascension

    Reveals the tangible outcome of the evaluation process – a 'winner' is selected and given special status, providing a clear resolution to the search phase of the quest.

Themes

  • Discovery
  • Biodiversity
  • Nature
  • Community
  • Craftsmanship

Techniques

  • Documentary storytelling
  • Voiceover narration
  • Cinematic B-roll
  • Expert interviews

Post caption

Some Interesting Apples 🍎🌳🍏 You thought you knew apples - allow us to disillusion you. We’re delighted to present our film, directed by Elena Heatherwick, made with William Arnold and James Fergusson at Some Interesting Apples - a Cornish project that celebrates the wild genetics of this most unassuming fruit. If you find any interesting apples yourself, do reach out to the team - find them here at @someinterestingapples or by searching for them online. 🍎🍎🍎 Credits: Directed by Elena Heatherwick @elenaheatherwick Produced by Ffern and Pal Studios @pal__studios Executive Producer: Angus Dunsire @angus_dunsire Creative Director: Emily Cameron Producer: Bronte Markwick @brontemarkwick Set Designer: Clarisse D’Arcimoles @mckinlochstudio Costumer Designer: Frank Gallacher @frankgallacher DOP, Lee Burnett @leeburnett_ 1st AC: Joe Gubb @joegubb_focus_puller Gaffer John Crooks @crookseycam Sound Operator: Quillon Larratt @quillonlarratt Editor: Boris Hallvig Set Assistant: Jess Morris @jessmorrisis Driver/ Runner: Cris Barrios Sound Mixer: Will Berridge @willberridgesound Colourist: Caroline Morin @kawolinem Graphic Design: Ciaran Birch Story Researcher: Danny Farnham With thanks to @kestle_barton

Text overlays

  • title · beginning

    Some Interesting Apples

  • title · middle

    Public Taste Trials

  • contextual · middle

    HORSE WISH GOSSIP

  • contextual · middle

    BATS PREFER FLAME

  • contextual · middle

    PANES HOUSE TAXI

  • contextual · middle

    SOLEMN

  • contextual · middle

    AUTUMN MUSHROOM SPOKE

  • contextual · end

    WINNER

  • branding · end

    Ffern

Transcript

Something that still blows my mind is that every apple seed produces a new variety. Every single one. Something called extreme heterozygosity. The apple genome is actually bigger than the human no. And it means that when somebody tosses an apple core, they're also unwittingly planting the possibility of the next Cox's orange pippin. The Some Interesting Apples project began with noticing roadside apple trees. These apple trees are growing in some really diverse and and rank crazy locations where you just wouldn't normally expect apple trees to grow at all, let alone thrive. We thought it would be interesting to simply map these trees, find out if the apples are any good. Do they taste nice? What do you reckon? Potentially. Yeah? It's really good. That's a genuinely nice dessert apple. We are crowd pleasers. Our tasting trials are, for me, the pinnacle of the wild apple year. Sometimes a 100 different wild apple varieties are laid out in rows. You don't actually give them a name. It's just dictated by what the What Three Words map says, which results in some fantastic kind of accidental poetry. I'm about to taste a worse wish gotham. I'm going to taste tier better prefer flame apple. King's Worse, tuxi apple. This is a Salem Sorry, I've better it already. Tier Autumn mushroom, spook apple. It's a nice natural shape, you know, it hasn't been manufactured. It's really natural looking. It's very bright, and quite sharp. And it's not very big, that one. Some are lovely. That's quite unassessed. Others are more challenging. Any nice details? No. Not really. Every year, we crown a winner. Usually, the top three get grafted into the wilding mother orchard. The first orchard in Britain dedicated solely to these feral apples. The origins of of where these apple trees are found is most of what makes them interesting to us. They individually tell unique stories of of terroir and and resistance. I would really like to see worst of a decade hence, people actually growing these things in their gardens, kind of celebrating new locally distinctive varieties of apples and adding them to the old heritage orchards.