@mikeshaus
Instagram · Vlog
@mikeshaus Everybody’s competing at something. Not always officially. Not always rationally either. Sometimes it’s internal. Today mine was some flatpack furniture. 4 and a half hours it took, probably couldn’t have run a marathon in that time. Fuelled by breakfast, won on stubbornness. @arladairyuk #ad #arla
Performance
Video #42110 · Vlog
[01]
The creator frames the task of building a storage unit as a personal competition to bring structure into his chaotic life. He narrates over a montage of clips showing his messy apartment, his running routine which provides discipline, and the step-by-step process of assembling the furniture over several hours, ultimately achieving his goal and a sense of order.
[02]
[03]
193.7K7.8×Designer's journey without design school@mikeshaus · Origin Story
1.8M1.6×Abandoned house renovation journey recap@realiferenovation · Journey Documentation
205.1KDocumenting the creative studio build@thespenceryan · Journey Documentation
371.8K31.6×Satirical advice over work video@lamottagroup · Relatable One Shot
1.5M1.7×One year house build journey@buildwithbert · Journey Documentation
378.9K1.8×Montage of small business packing orders@mmoire_official · Motivational Mantra
990.9K1.2×Personal update on house build@buildwithbert · Journey Documentation
2.1M101×Self-deprecating motivational business story@realfunwow · Vulnerable Monologue
1.5M1×Story of gifting and building together@buildwithbert · Lifestyle Showcase
12.4M19×Abandoned house renovation journey montage@realiferenovation · Journey Documentation
964.9K18×Ironic tour of new garage home@bigjohngolfs · Lifestyle Showcase
2.1M7.5×Motivational business journey montage@dubleads · Journey Documentation[04]
[05]
What stops the scroll in the first 3 seconds
Title hook · 50%
competition
Verbal hook · 45%
Today's competition is pretty simple.
Visual hook · 5%
A dynamic shot of a tattooed man running along a scenic seaside path, creating interest through movement and an aesthetically pleasing environment.
[07]
The promise the opener makes, and how the video pays it back
Hook
Immediately state a simple, relatable task as a 'competition' or challenge, creating an unexpected and intriguing frame for a mundane activity.
Payoff
Conclude by recapping the journey and framing the sponsor/product not as the direct solution, but as the 'fuel' or 'support' that enabled the entire process of transferring discipline and achieving the win, making the integration feel authentic.
[08]
The structural pattern this video runs on
Framework
The Transferred Discipline Arc
This framework reframes a mundane, often-procrastinated task as a personal competition. It juxtaposes the chaos of the problem area with a separate, well-established area of personal discipline (like fitness or a hobby), and then documents the process of transferring that disciplined mindset to conquer the initial challenge, culminating in a small but satisfying victory.
The Relatable Chaos
Show the messy reality of the problem and provide a high-level, empathetic justification for why it exists, connecting with the audience's own experiences of being overwhelmed.
The Anchor Discipline
Introduce a completely separate area of the narrator's life where they exhibit structure and discipline, presenting it as a source of strength and a positive contrast to the initial problem.
The Mindset Transfer
Explicitly state the intention to apply the principles or mindset from the 'Anchor Discipline' to solve the 'Relatable Chaos.' This beat serves as the core thematic link of the narrative.
The Execution & Micro-Conflict
Show the process of tackling the challenge, often through a montage of the work that includes a small, humorous, or relatable obstacle to add a touch of conflict and realism.
The Internal Check-In
A moment of self-reflection during the process that highlights a non-obvious, internal win (e.g., 'haven't given up yet,' 'staying patient'). This builds vulnerability and deepens audience connection.
The Tangible Triumph
Reveal the finished product or solved problem. This provides a clear, visually satisfying 'after' to the 'before' established in the first beat, delivering the core payoff.
Everybody’s competing at something. Not always officially. Not always rationally either. Sometimes it’s internal. Today mine was some flatpack furniture. 4 and a half hours it took, probably couldn’t have run a marathon in that time. Fuelled by breakfast, won on stubbornness. @arladairyuk #ad #arla
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at
Today's competition is pretty simple. Build this storage unit that I'm currently sat on, that we can stop stepping over things to get into bed. Between settling into a new country, running a content business, and building my own design studio, creating any kind of structure has been easier said than done, which might explain why my bedroom has looked like this for the last three months. Not because I couldn't build it, more because I kept finding other things to do instead. One thing I have managed to stick to is running. It's a great way to compete against myself. And you see, I've got three brothers, so being competitive is pretty much hardwired into me. And I've always found that if I'm making the effort to exercise, I'm a bit more conscious about how I'm fueling myself too. Well, most of the time that is. Which has got me thinking. Maybe it's time I brought some of that structure back home. The instructions are all in French. See how we get yes with this. We're now two hours into this and I've managed not to have a breakdown yet. Because sometimes the smallest wins are the ones that nobody else sees. And you made me what? Four and a half hours? I guess I can take that off the list. Arla's been helping me fuel the process, one run, one breakfast and one flat pack at a time.