Viral Hooks
Trending short videosExplains engineering behind pen clips
C

@craighillcompany

Instagram · Talking Head Edit

@craighillcompany Becoming undeformable. Last week, we posted a horizontal version of this video to YouTube (check it out) and learned from our audience that two pens use a similar wire gate clip - the UniBall One and the Tombow Airpress. We made this video without knowledge of their existence. "If you build it, they will come" - "they" being the pen experts of the world to explain that we weren't the first. So, we aren't the first to make a wire gate pen, but we are the first to make a cool video about it. May it serve as a guiding light to pen manufactures worldwide. We want more wire gates. Let us know what you think of this direction because it could become the clip on our next pen design.

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Performance

Views
7.8M
Likes
255K
Comments
1.6K
Engagement
3.3%
Outlier
1.4×
Length · 17 Feb 2026
3:00

Video #19406 · Talking Head Edit

Explains engineering behind pen clipsfrom @craighillcompany

[01]

Overview

The speaker demonstrates the flaw of plastic deformation in standard pen clips, compares them to carabiner mechanisms, and explains how adapting a wire gate design solves the durability issue for their new product.

[02]

Simple outline

  1. 1Demonstrate irreversible failure
  2. 2State ideal performance
  3. 3Analyze analogous mechanism
  4. 4Deconstruct solution complexity

[03]

Related videos

[04]

Classification

Concepts
Origin StoryBreakdown
Elements
B-Roll Cutaway
Account

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Verbal hook · 45%

When you pass that point, the clip is now plastically deformed, and it's not gonna spring back.

Visual hook · 55%

A close-up shot of a metal pen clip being physically bent back by a finger, demonstrating the moment it loses its shape and deforms.

[07]

Hook and payoff

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

Hook

The Point of No Return: Visually proving a permanent, relatable failure mode in a common object (plastic deformation) to validate a universal frustration.

Payoff

The Complexity Critique: Revealing the manufacturing trade-offs (high part count, assembly steps) required to achieve the solution, setting up the difficulty of the engineering challenge.

[08]

Narrative framework

The structural pattern this video runs on

Framework

The Engineering Cross-Pollination

Solving a specific product flaw by analyzing a mechanically similar object from a completely different industry.

  1. 1

    The Idealized Concept

    Articulating the specific functional goal that solves the hook's problem, framing it as a subconscious desire.

  2. 2

    The Cross-Industry Pivot

    Introducing a completely different product category (carabiners) that seemingly solves the problem found in the first category (pens).

  3. 3

    The Baseline Comparison

    Showing that the simplest version of the new product actually suffers the exact same flaw as the original, creating a false start.

  4. 4

    The Mechanical Reveal

    Demonstrating the advanced version of the analogous product that actually solves the problem using a different mechanism.

  5. 5

    The Internal Deconstruction

    Breaking down the hidden internal components (springs, cavities) to explain exactly how the physics of the solution works.

Themes

  • Problem solving
  • Innovation
  • Quality
  • Design thinking

Techniques

  • Close-up demonstration
  • Comparative analysis
  • Direct address

Trends

  • Behind the scenes design
  • Engineering explainers

Post caption

Becoming undeformable. Last week, we posted a horizontal version of this video to YouTube (check it out) and learned from our audience that two pens use a similar wire gate clip - the UniBall One and the Tombow Airpress. We made this video without knowledge of their existence. "If you build it, they will come" - "they" being the pen experts of the world to explain that we weren't the first. So, we aren't the first to make a wire gate pen, but we are the first to make a cool video about it. May it serve as a guiding light to pen manufactures worldwide. We want more wire gates. Let us know what you think of this direction because it could become the clip on our next pen design.

Transcript

When you pass that point, the clip is now plastically deformed, and it's not gonna spring back. Somewhere in my subconscious, I have wanted a pen clip that does not suffer this problem, that you can clip around thick stack of papers that you can fiddle with to your heart's content. We've kind of indirectly, I think, arrived at a way to achieve that in a way that I haven't seen on a pen before, and that's because we came across it while we were exploring rank different type of clipped object. Your most basic type of carabiner is pretty much exactly like your pen clip. It's just a flexure. Suffers from the same problem what the clip has. More common solution you see is the spring assisted assembly. Inside the hollow cavity of that bar is the compression spring. You're no, like, bending the actual gate open. You're just compressing the spring that's within there that is designed to be compressed that amount. But it's, like, an assembly that requires four, sometimes five components. Every component that you add to some assembly is a point of failure, is another part that has to be manufactured, is another step in the assembly