Viral Hooks
Trending short videosEmployees compete in suitcase packing challenge
A

@away

Instagram · 10 Shot

@away What started as a packing competition ended in a durability test. And we passed.

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Performance

Views
4.3M
Likes
14.1K
Comments
476
Engagement
0.3%
Outlier
68.8×

Video #3096 · 10 Shot

Employees compete in suitcase packing challengefrom @away

[01]

Overview

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]

Simple outline

  1. 1Introduce a relatable challenge.
  2. 2Showcase escalating attempts.
  3. 3Reveal a surprising winner.
  4. 4Celebrate the final victory.

[03]

Related videos

[04]

Classification

Format
Concepts
ChallengeBrand Showcase
Elements
Montage EditingText OverlayTrending Audio
Account

[05]

Hook analysis

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]

Hook and payoff

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]

Narrative framework

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.

  1. 1

    The Baseline Attempt

    The first participant's full attempt is shown, establishing the format and setting the initial score to beat.

  2. 2

    The Incremental Improvement

    Subsequent participants are shown attempting the same challenge, each narrowly beating the previous score to build linear tension and suspense.

  3. 3

    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.

Themes

  • Competition
  • Team Culture
  • Product Durability
  • Packing Hacks

Techniques

  • Montage
  • Text Overlay
  • Competition Framing

Trends

  • Workplace Challenge
  • Behind-the-scenes

Post caption

What started as a packing competition ended in a durability test. And we passed.

Text overlays

  • 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 🏆

Transcript

You don't have to go fast. Oh my