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@essesmag

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@essesmag An artist for the people, anonymous artist @flesh.png is bringing a unique whimsy back to Formula 1. “I remain anonymous to ensure my art is the first impression I have on people,” Chan, a.k.a. @flesh.png, writes, explaining why we have to do the interview over email. “I think my art is the truest expression of me as a person.” The cartoonist and illustrator came to Formula 1 via an unconventional path when the Instagram algorithm started serving Chan “F1 funny moments” Reels in 2024. They, like the rest of us, soon fell in love. But Chan’s not concerned whether gearheads or traditionalists cringe at their entrance to the sport. “Young people don’t want to feel like this sport, which has an extremely high barrier to entry, multi-millionaire drivers, and is sponsored by your nightmare blunt rotation, isn’t for them,” they write. “To me, the whimsy is understanding that ultimately, F1 is something you can enjoy in your own way on your own terms.” Read the full story and explore the exhibit in Esses Issue 07 and online at esses.com

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Engagement
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Outlier
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Video #43294 · Carousel

Illustrated Formula 1 driver interviewfrom @essesmag

[01]

Overview

This is a promotional post from the media brand 'Esses' featuring an illustration by artist @flesh.png. The artwork, depicting a Formula 1 driver in a media scrum, is used to advertise an article about the artist and their unique, whimsical style within the F1 community.

[02]

Simple outline

  1. 1Brand the source
  2. 2Spotlight the subject
  3. 3Hook with a core premise

[03]

Related videos

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[04]

Classification

Format
Carousel
Concepts
Editorial CarouselCharacter Profile
Elements
Text OverlaySpeech Bubble
Account
BrandCurator
Topics
MotorsportArtDigital ArtJournalism

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Title hook · 40%

The Artist Bringing Whimsy Back to Formula 1

Verbal hook · 15%

An artist for the people, anonymous artist @flesh.png is bringing a unique whimsy back to Formula 1.

Visual hook · 45%

The unique graphic novel illustration style is a strong visual hook, creating a pattern interrupt from typical F1 photography. The warm, high-contrast color palette and the dynamic composition of the media scrum draw the viewer's eye to the central figure.

[06]

Hook template

Steal this for your own video

Show [familiar subject] in an unexpected illustrated style: use warm, high-contrast colors and a dynamic crowd composition that draws the eye to [central figure].

  • — Show a race-car driver in an unexpected illustrated style: use warm, high-contrast colors and a dynamic crowd composition that draws the eye to the driver.
  • — Show a chef in an unexpected illustrated style: use warm, high-contrast colors and a dynamic crowd composition that draws the eye to the chef.
  • — Show a musician in an unexpected illustrated style: use warm, high-contrast colors and a dynamic crowd composition that draws the eye to the musician.

[07]

Hook and payoff

The promise the opener makes, and how the video pays it back

Hook

The entire slide functions as a singular hook, designed to stop the scroll by presenting a visually distinct piece of art combined with a multi-layered text overlay that establishes the publisher, subject, and a curiosity-driving headline.

Payoff

The visual payoff is delivered immediately through the unique artwork, but the narrative payoff is deferred to the caption and linked content, making the slide a gateway rather than a self-contained story.

[08]

Narrative framework

The structural pattern this video runs on

Framework

The Digital Magazine Cover

To use a single, visually rich slide as a complete narrative hook, combining branding, subject identification, and a compelling headline to drive engagement with the accompanying caption and external content.

  1. 1

    The Publisher Stamp

    Places the publisher's brand mark in a prominent but non-obtrusive position (top-left) to build brand recognition and establish authority from the first glance.

  2. 2

    The Subject Identifier

    Clearly identifies the central character or topic of the story, using a social media handle (@FLESH.PNG) to facilitate direct discovery and add a layer of digital authenticity.

  3. 3

    The Thematic Headline

    Presents the core narrative premise in a large, stylized font. It frames the story by creating an intriguing paradox or posing a compelling idea ('Whimsy' + 'Formula 1') that the caption will begin to answer.

Themes

  • Artistry in sports
  • Fandom
  • Media culture
  • Creator economy

Techniques

  • Digital Illustration
  • Text Overlay
  • Stylized Portraiture

Trends

  • Creator Spotlight
  • Niche Interest Content

Post caption

An artist for the people, anonymous artist @flesh.png is bringing a unique whimsy back to Formula 1. “I remain anonymous to ensure my art is the first impression I have on people,” Chan, a.k.a. @flesh.png, writes, explaining why we have to do the interview over email. “I think my art is the truest expression of me as a person.” The cartoonist and illustrator came to Formula 1 via an unconventional path when the Instagram algorithm started serving Chan “F1 funny moments” Reels in 2024. They, like the rest of us, soon fell in love. But Chan’s not concerned whether gearheads or traditionalists cringe at their entrance to the sport. “Young people don’t want to feel like this sport, which has an extremely high barrier to entry, multi-millionaire drivers, and is sponsored by your nightmare blunt rotation, isn’t for them,” they write. “To me, the whimsy is understanding that ultimately, F1 is something you can enjoy in your own way on your own terms.” Read the full story and explore the exhibit in Esses Issue 07 and online at esses.com

Text overlays

  • branding · photo_0

    ESSES

  • branding · photo_0

    @FLESH.PNG

  • title · photo_0

    The Artist Bringing Whimsy Back to Formula 1

Illustrated Formula 1 driver interview | Viral Hooks