@wsdot
Instagram · Vlog
@wsdot It’s a different kind of rush hour. Twice a year, every year, we briefly close US 97 Blewett Pass to help this century-old family flock cross safely. It’s a tradition that’s moved through these mountains for generations, and we’re happy to play a part in helping the flock reach new grazing lands. All told, this crossing requires a 20-minute closure of Blewett Pass before it reopens to (the other kind of) traffic.
Performance
Video #41949 · Vlog
[01]
The video shows the process of temporarily closing a major highway (US 97) to allow a massive flock of sheep to cross. It uses a montage of clips to showcase the scale of the flock, the work of the shepherds and their dogs, and provides context through text overlays about the tradition and its significance before showing the road reopening.
[02]
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[05]
What stops the scroll in the first 3 seconds
Title hook · 85%
Twice a year, we close US 97 for some special travelers
Visual hook · 15%
A long shot of a highway with stopped traffic and a road worker in a high-visibility vest, indicating an unusual event or road closure is in progress.
[06]
Steal this for your own video
Twice a year, we shut down for
[07]
The promise the opener makes, and how the video pays it back
Hook
State a common problem or interruption (e.g., a closure, a delay) but frame it with an element of mystery or special significance that creates a curiosity gap.
Payoff
The final beat resolves the initial tension and reinforces the positive framing of the event, leaving the viewer feeling informed, satisfied, and emotionally positive about the experience.
[08]
The structural pattern this video runs on
Framework
The Worthy Interruption Framework
Frame a common inconvenience as a necessary and positive event by revealing an unexpected, awe-inspiring, or significant cause, then quickly resolving the initial problem to create a satisfying narrative loop.
The Mysterious Premise
Introduce a disruption to a normal process and hint that there is a special, unknown reason for it, compelling the viewer to wait for the explanation.
The Grand Reveal
Unveil the cause of the disruption in a visually impressive or surprising way that subverts the viewer's expectations of a typical problem.
The Significance Layer
Provide context that elevates the event's importance. This adds historical, cultural, or emotional weight, transforming it from a simple occurrence into a meaningful one.
The Efficient Payoff
Conclude by showing the initial disruption has been resolved quickly and efficiently, leaving the viewer with a sense of satisfaction and the feeling that the interruption was worthwhile.
It’s a different kind of rush hour. Twice a year, every year, we briefly close US 97 Blewett Pass to help this century-old family flock cross safely. It’s a tradition that’s moved through these mountains for generations, and we’re happy to play a part in helping the flock reach new grazing lands. All told, this crossing requires a 20-minute closure of Blewett Pass before it reopens to (the other kind of) traffic.
title · beginning
Twice a year, we close US 97 for some special travelers
informational · beginning
This flock crosses Blewett Pass to reach new grazing areas
informational · middle
This century-old sheep grazing operation is the last of its kind in Washington
informational · end
And less than 20 minutes later, US 97 is open again 😉