@away
Instagram · 10 Shot
@away What started as a packing competition ended in a durability test. And we passed.
@away
Instagram · 10 Shot
@away What started as a packing competition ended in a durability test. And we passed.
Performance
Video #3096 · 10 Shot
[01]
The video showcases a competition among four employees of the luggage brand Away to determine who can fit the most items into a single suitcase. It follows each participant—Gabby, Patrick, Emily, and Josh—as they pack and struggle to close the luggage, with text overlays revealing their final item counts. The video builds suspense around the final contestant, Josh, who ultimately wins the challenge, prompting a celebratory reaction from his colleagues.
[02]
[03]
[04]
[05]
What stops the scroll in the first 3 seconds
Title hook
We challenged Away employees to see how much they could fit in a suitcase...
Visual hook
A woman is on all fours, using her entire body weight to try and close an overstuffed suitcase on the floor, creating an immediate visual of struggle and effort.
[07]
The promise the opener makes, and how the video pays it back
Hook
A text overlay states the central challenge, paired with quick, chaotic cuts of participants struggling, immediately establishing the premise and the conflict.
Payoff
The final participant achieves a decisive and seemingly effortless victory, validated by the celebration of onlookers and a clear on-screen declaration of their win and top score.
[08]
The structural pattern this video runs on
Framework
The Escalating Gauntlet
A series of participants attempt the same quantifiable challenge, with each subsequent attempt incrementally outperforming the last, culminating in a decisive winner who uses a superior method.
The Baseline Attempt
The first participant's full attempt is shown, establishing the format and setting the initial score to beat.
The Incremental Improvement
Subsequent participants are shown attempting the same challenge, each narrowly beating the previous score to build linear tension and suspense.
The Final Boss
The last participant is introduced, with cutaways showing the previous high-scorer's reaction to build stakes. Their attempt is shown, often highlighting a different or more efficient technique.
What started as a packing competition ended in a durability test. And we passed.
title · beginning
We challenged Away employees to see how much they could fit in a suitcase...
contextual · beginning
Gabby
informational · beginning
29 items
contextual · middle
Patrick
informational · middle
30 items
contextual · middle
Emily
informational · middle
31 items
contextual · middle
Josh
contextual · middle
Emily's getting nervous...
informational · end
33 items
informational · end
Josh is the winner 🏆
You don't have to go fast. Oh my