@percival_menswear
Instagram 路 Talking Head Edit
@percival_menswear Did we make any money in 2023??? Let @christophergove take you through the highs and the lows of 2023 馃巹 #percival #menswear
Trending short videosBrand founder recaps year's highs and lows
The edit1 shot 路 24 text
Shots Text1:30
Performance
- Views
- 351.6K
- Likes
- 5.2K
- Comments
- 87
- Engagement
- 1.5%
- Length 路 23 Dec 2023
- 1:30
Video #43565 路 Talking Head Edit
Brand founder recaps year's highs and lowsfrom @percival_menswear
[01]
Overview
The creator, a founder of the menswear brand Percival, delivers a fast-paced, humorous, and candid year-in-review for 2023. He chronologically recounts the brand's major moments, including successful product launches like their summer suit, high-profile collaborations with brands like Champion, Seinfeld, and Umbro, and celebrity endorsements. He balances these highs with transparent lows, such as a failed winter collection launch due to unseasonable weather, before concluding with gratitude for the brand's community despite a challenging economic climate.
[02]
Simple outline
- 1Pose a high-stakes question
- 2Showcase a series of wins
- 3Introduce a major setback
- 4Detail the strategic recovery
- 5Deliver an emotional payoff
[03]
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Classification
Format
Concepts
Elements
Account
[05]
Hook analysis
What stops the scroll in the first 3 seconds
Title hook
2023: Did Percival make any money?
Verbal hook
2023 has been twelve months of absolute spice, and consequently, I look old as shit.
Visual hook
A medium shot of the speaker addressing the camera directly, set against a visually dense background of colorful clothing on racks, creating an authentic, behind-the-scenes feel.
[07]
Hook and payoff
The promise the opener makes, and how the video pays it back
Hook
A direct, high-stakes question about the outcome of the period being reviewed, immediately followed by a self-deprecating, relatable statement to establish a human tone.
Payoff
An emotional resolution that sidesteps a direct, data-driven answer to the initial question. Instead, it attributes success to the support of the community and concludes with a final, relatable, humanizing statement of exhaustion or reflection.
[08]
Narrative framework
The structural pattern this video runs on
Framework
The Rollercoaster Recap
Framing a chronological review of a project or year as a journey to answer a single, high-stakes question, using a transparent mix of successes and failures to build an emotional connection with the audience.
- 1
The Early Win
Establish initial momentum and credibility by showcasing a clear, early success story.
- 2
The Alliance Showcase
Demonstrate relevance and growth through a rapid-fire montage of successful partnerships or collaborations.
- 3
The Narrative Anchor
Explicitly restate the central question from the hook to refocus the audience and maintain narrative tension.
- 4
The External Validation
Provide social proof by showing third-party endorsement or positive reception.
- 5
The Ambitious Expansion
Detail a strategic move into a new area or market to illustrate forward-thinking and ambition.
- 6
The Crisis Point
Introduce a significant, unexpected failure or setback to create genuine conflict and vulnerability.
- 7
The Resilient Pivot
Reveal how a previous, long-term strategy allowed for a successful recovery from the crisis, demonstrating foresight.
- 8
The Second Wind
Show a quick succession of smaller wins to rebuild momentum after the setback.
- 9
The Climactic Gamble
Recount a final, major initiative that faced challenges but resulted in a humorous or unexpected positive outcome.
- 10
The Final Push
Briefly cover the last crucial efforts of the period, leading into the final resolution.
Themes
Techniques
Trends
Post caption
Did we make any money in 2023??? Let @christophergove take you through the highs and the lows of 2023 馃巹 #percival #menswear
Text overlays
title 路 beginning
2023: Did Percival make any money?
contextual 路 beginning
2023 has been 12 months of absolute spice
contextual 路 beginning
and consequently I look old as shit.
contextual 路 beginning
But there's been some really ideal moments.
contextual 路 beginning
We took a big bet early on after perfecting the summer suit.
contextual 路 beginning
We wanted everyone and their nan prepped and booted in our quarter-lined linen number.
contextual 路 beginning
We went all in on the 'One Suit, Suits All' campaign and I think it worked.
branding 路 middle
Perci-Wear
contextual 路 middle
Ok, some collab time Champion 'Best But Better'
contextual 路 middle
and then a Seinfeld collection, that we launched in-store with a comedy night.
contextual 路 middle
You still haven't called me back Jezza?!
contextual 路 middle
The question is at this point, have we made any money?
contextual 路 middle
Suits kept selling, but crucially, some really nice dons helped us out.
contextual 路 middle
Onto the summer of sport.
contextual 路 middle
We got hit up by the tennis lords Slazenger and the football Gods at Umbro to create our first ever performance pieces.
contextual 路 middle
August and despite dropping our most technical and textured winter to date,
contextual 路 middle
it was 30 degrees outside and we didn't sell shit.
contextual 路 middle
Luckily for us, we'd spent a year redeveloping the t-shirt and Auxiliary was born.
contextual 路 middle
A dab of Canterbury, a dash of Bieber and Jameson took us into September, where we hosted our first football 'soccer' tournament.
contextual 路 end
In Oct we dragged our bloody knees across the pond and set up our first pop up shop in New York.
contextual 路 end
It was still absolutely roasting, but at least Barry sang Happy Birthday.
contextual 路 end
November is of course when you've got to bring in the dosh from Black Friday but we balanced it with a bit of Champion newness and a bit of Pepper Noir with our friend What Willy Cook.
contextual 路 end
So despite a bonkers economic climate, melting ice caps and Roy Keane not being able to pronounce Percival..
contextual 路 end
We couldn't do it without you, our Percival community. So thank you.
Transcript
2023 has been twelve months of absolute spice, and consequently, I look old as shit. But there's been some really ideal moments. We took a big bet early on after perfecting the worse suit. We wanted everyone and their rank prepped and booted in our quarter line, linen number. We went all in on the one suit suits all campaign, and I think it worked. Okay. Some collab tier, champion best yes better, and then a Seinfeld collection that we launched in store for the comedy night. You still haven't called me back, Jezza? The question is, at this point, have we made any money? Suits kept selling, but crucially, some really nice dons helped us out. Onto the summer of sport, we got hit up by the tennis law, Slazenger, and the football gods at Umbro to create our first ever performance pieces. Obviously, peppered with lols throughout. August, and despite dropping our most technical and textured winter to date, it was 30 degrees outside, and we didn't sell shit. But even Goldblum could help us out. Luckily for us, we'd spent a year redeveloping the t shirt and Auxiliary was born, and you lot still bad your arms and knees out. A dab of Canterbury, a dash of Better, and Jameson took us in September where we hosted our first football soccer tournament. In Oxford, we dragged our bloody knees across the pond pond and set up our first pop up shop in New York. It was still absolutely roasting, but at least Barry sang happy birthday. There's something inside so strong. November is, of course, when you gotta bring in the dosh from Black Friday, but we balanced it with a bit of champion newness and a bit of better noir with our friend, Willy Cook. So despite a bonkers economic climate, melting ice caps, and we're all keen no being able to pronounce Percival Archival, assistant. Archival. Best couldn't do it without you, our Percival community. So rank you. I'm just tired.