Viral Hooks
Trending short videosCreators make spec ad campaign
K

@kweinbydesign

Instagram · Vlog

@kweinbydesign Episode 1: @newbalance ❤️🏃‍♀️🌲This was especially exciting since both of us love to run and Kate grew up in Boston driving by their headquarters throughout her childhood! . . . Disclaimer: Both of us have spent many years and hours working as creatives and honing our skills. Even though short form content makes this process seem easy, rest assured A LOT has gone into this. We’ve been inspired by other creatives who are finding success with smaller budgets and more creativity. No matter what happens we hope to inspire other creatives to be scrappy and put themselves out there. . . . 📸Photos of Kate taken by Zach 📸Photos of Zach taken by Kate ✍️Graphics created by Kate 🎨Animations created by Zach 🎥Editing and Voice over by Kate

View original on Instagram

The edit1 shot · 6 text
Shots Text1:05

Performance

Views
697.9K
Likes
54.5K
Comments
712
Engagement
7.9%
Outlier
17.4×
Length · 1 Oct 2026
1:05

Video #43895 · Vlog

Creators make spec ad campaignfrom @kweinbydesign

[01]

Overview

The creators introduce their series about creating spec work for brands to get hired. They detail their process for their first project with New Balance, starting with receiving free products, planning the photoshoot with a mood board, executing the shoot in various outdoor locations, and finally, creating custom graphics and animations in post-production. They conclude by showcasing the final campaign images and asking their audience to follow their journey and suggest brands for future episodes.

[02]

Simple outline

  1. 1State ambitious public goal
  2. 2Show the messy process
  3. 3Reveal the polished result
  4. 4Share vulnerability & mobilize community

[03]

Related videos

464.8K162.8×Marketing case study breakdown video@levysky.marketing · Case Study Breakdown79.5K16.7×Brand success principles case study@davidkylechoe · Case Study Breakdown1.8M431.3×Improve brand content with storytelling.@lukas.mullen · Good vs Bad2M22.1×Marketing strategy case study breakdown@house.of.ag · Breakdown141.8KBehind the scenes brand strategy@house.of.ag · Behind The Scenes642.1K8.8×Streetwear brand content strategy breakdown@house.of.ag · Case Study Breakdown231.9K3.2×Breakdown of Gant's content strategy@house.of.ag · Case Study Breakdown774.2K1.4×Viral video marketing strategy breakdown@robertmckeaveney · Breakdown130.1K18.1×Split screen brand strategy breakdown@lukas.mullen · Breakdown700K7.8×How Leon's Bagels built an aspirational lifestyle brand through content@house.of.ag · Breakdown234.4K3.2×Marketing expert breaks down BTS content strategy@house.of.ag · Breakdown67.7KExpert analyzes brand content strategy@orenmeetsworld · Case Study Breakdown

[04]

Classification

Format
Vlog
Concepts
Hypothetical Case StudyJourney DocumentationBehind The Scenes
Elements
VoiceoverMontage EditingHandwritten Graphic OverlayB-Roll CutawayGraphic OverlayText OverlayTitle Text Hook
Account
Personal Brand
Topics
MarketingCreative DirectionPhotographyContent Creation

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Title hook · 50%

Creating for brands

Verbal hook · 47%

Creating for brands until we get hired.

Visual hook · 3%

A man and a woman stand side-by-side, looking directly into the camera in a medium shot, establishing a personal connection with the viewer.

[06]

Hook template

Steal this for your own video

[Doing your craft] for [dream client] until [desired outcome]

  • — Cooking for restaurants until we get a Michelin star
  • — Pitching to investors until we get funded
  • — Designing sets for theaters until we get hired on Broadway

[07]

Hook and payoff

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

Hook

A clear, high-stakes mission statement presented as an episodic series, immediately establishing an underdog narrative and a long-term goal for the audience to follow.

Payoff

A direct call to action that mobilizes the now-invested audience to participate in the journey (e.g., by following, suggesting the next target), turning passive viewers into active supporters. The resolution of the primary goal is intentionally left as a cliffhanger for the series.

[08]

Narrative framework

The structural pattern this video runs on

Framework

The Public Portfolio

Documenting the unsolicited creation of a high-quality project for a target entity (e.g., a brand) with the stated public goal of getting hired, thereby turning the job application process into episodic, community-driven content.

  1. 1

    The Mission Statement

    State the overarching goal ('Creating for X until Y happens') and introduce the first target/episode. This frames the entire video as part of a larger journey.

  2. 2

    The Inciting Incident

    Detail the initial breakthrough or commitment that kicks off the project (e.g., getting a response, acquiring materials). This provides the first small win and builds narrative momentum.

  3. 3

    The 'Behind the Curtain' Process

    A montage showing the planning, preparation, and raw creative process. This builds audience investment by revealing the effort and thought involved.

  4. 4

    The 'In-The-Trenches' Execution

    A montage of the core work being performed, highlighting the unique, challenging, or unconventional aspects of the approach.

  5. 5

    The Creator's Manifesto

    A voiceover segment explaining the philosophy or value proposition behind the creative choices, positioning the creator as an expert with a distinct point of view.

  6. 6

    The Final Polish

    A brief look at the post-production or finishing touches, showcasing a complete and diverse skillset beyond the primary execution.

  7. 7

    The Grand Reveal

    A fast-paced, high-impact showcase of the final, polished outcome. This serves as the visual climax and payoff for the process.

  8. 8

    The Underdog Appeal

    A moment of vulnerability where the creator acknowledges the uncertainty of the outcome and their humble starting point (e.g., 'no budget,' 'faking it till we make it'). This makes the creator relatable and builds an emotional connection.

Themes

  • Hustle culture
  • Creative entrepreneurship
  • Portfolio building
  • Brand collaboration

Techniques

  • Voiceover storytelling
  • Process documentation
  • Behind-the-scenes
  • Speculative work

Trends

  • Creator journey documentation
  • Transparent process

Post caption

Episode 1: @newbalance ❤️🏃‍♀️🌲This was especially exciting since both of us love to run and Kate grew up in Boston driving by their headquarters throughout her childhood! . . . Disclaimer: Both of us have spent many years and hours working as creatives and honing our skills. Even though short form content makes this process seem easy, rest assured A LOT has gone into this. We’ve been inspired by other creatives who are finding success with smaller budgets and more creativity. No matter what happens we hope to inspire other creatives to be scrappy and put themselves out there. . . . 📸Photos of Kate taken by Zach 📸Photos of Zach taken by Kate ✍️Graphics created by Kate 🎨Animations created by Zach 🎥Editing and Voice over by Kate

Text overlays

  • title · beginning

    Creating for brands

  • title · beginning

    UNTIL WE GET HIRED 😩

  • title · beginning

    Episode 1: New Balance

  • contextual · beginning

    (we were shocked 😂)

  • contextual · middle

    (my core was killing me here)

  • call-to-action · end

    following us seriously helps! 🙌

Transcript

Creating for brands until we get hired. Episode one, New Balance. After sending tons of cold emails to brands, we convinced New Balance to send us two huge boxes of free stuff. I don't think they totally knew what we were gonna do with it, but we were super excited to try everything on and start planning out our project, mapping out locations, products, and poses for the photo shoot. Then we spent an entire day taking photos and got super experimental and weird because we don't play it safe. And I think that's what so many brands need right no, to stand out, stay relevant, feel authentic, and get people excited about their brand. Finally, the last step was creating graphics and animations for the images to put that final touch on it. Here are the final images. I don't know if New Balance will hire us, but we're determined to keep going until a brand does. Honestly, we're faking it till we make it, creating all of this out of our apartments with no budget. Every follow seriously helps our work get seen, and we want all of you along for the journey. Tag some brands you think should be in our next episode, and let's see where this goes.

Creators make spec ad campaign | Viral Hooks