@essesmag
Instagram · Carousel
@essesmag Off-track and on vacation, F1 Summer Break is here. For the past six issues, we’ve been documenting drivers’ favorite non-racing pastimes. From @pierregasly on the golf course to @charles_leclerc and his love for Leo, see what the F1 stars get up to when they’re not speeding through chicanes.
Performance
Video #37948 · Carousel
[01]
This is a stylized photo of a young man, presumably an F1 driver, relaxing on a boat with a can of Red Bull. The image is framed with text overlays that set the context: it's a feature on what F1 drivers do during their summer break, presented in an editorial style by a brand called 'Esses'.
[02]
[03]
112.7KTrending audio over work montage@visacashapprb · Relatable Scenario
214.2K7.2×Illustrated Formula 1 driver interview@essesmag · Editorial Carousel
183.9K6.6×F1 drivers with disposable cameras@essesmag · Behind The Scenes
186.9K8.5×Ferrari F1 helmet close-up announcement.@essesmag · Hype Teaser
1.3M58.4×F1 photographer's unique story@essesmag · Editorial Carousel
6.7M87.2×Race car parked on yacht@visacashapprb · Candid Spectacle
5.5M75.8×Two colorful F1 race cars@visacashapprb · Brand Showcase
215.4KHumorous posing out of context@visacashapprb
109.2K7.2×Dramatic black and white athlete portrait@essesmag · Editorial Carousel
318.9K17.1×F1 post as Hunger Games tribute@thisjamescoker · Trendjacking
2M87.4×F1 driver stats graphic post@f1 · Milestone Celebration
222.2K7.5×F1 analyst Bernie Collins interview promo@essesmag · Editorial Carousel[04]
[05]
What stops the scroll in the first 3 seconds
Title hook · 45%
Our Mood Now that F1 is on Break
Verbal hook · 30%
Off-track and on vacation, F1 Summer Break is here.
Visual hook · 25%
A visually appealing scene of a relaxed, shirtless man on a boat in a scenic lake environment. The retro film aesthetic and the prominent Red Bull can create a specific mood and brand association that captures attention.
[06]
Steal this for your own video
Our Mood Now That Is On
[07]
The promise the opener makes, and how the video pays it back
Hook
A single, visually-driven slide that functions like a magazine cover, using a large, relatable headline to stop the scroll and introduce a content theme.
Payoff
The payoff is the anticipation for the content series being announced. The slide's primary goal is to act as a compelling gateway, encouraging the user to read the caption, look for subsequent slides, or follow for future updates.
[08]
The structural pattern this video runs on
Framework
The Cover Story Announcement
To hook an audience by stating a relatable, timely sentiment and then immediately pivoting to a promise of exclusive, behind-the-scenes content related to that sentiment, all under a clear brand identity. It functions as a magazine cover for a digital series.
The Shared Sentiment Headline
A large text overlay that voices a timely, common feeling or situation for the target audience, creating an immediate connection. (e.g., 'Our Mood Now that...')
The Content Promise
A secondary text overlay that clearly defines the value proposition, explaining what exclusive or desirable content will be revealed. (e.g., 'Your favorite [people] & their [activities]...')
The Authority Stamp
A logo or brand mark that clearly attributes the content and reinforces the creator's identity.
Off-track and on vacation, F1 Summer Break is here. For the past six issues, we’ve been documenting drivers’ favorite non-racing pastimes. From @pierregasly on the golf course to @charles_leclerc and his love for Leo, see what the F1 stars get up to when they’re not speeding through chicanes.
title · photo_0
Our Mood Now that F1 is on Break
contextual · photo_0
Your favorite drivers & their summer hobbies, captured by Esses
branding · photo_0
ESSES