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Trending short videosComedians model for J.Crew campaign
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@gq The fashion industry has been in a playful mood. It was only a matter of time before the beloved comedy trio @pleasedontdestroy landed a big-time campaign—and thanks to the good people at @jcrew, that day has finally come, with a campaign that features the boys on the streets of New York, in the prep brand’s sharpest fall suits. At the link in bio, GQ caught up with @martinmherlihy, @jawnhiggins, and @benmarshallstyle about their burgeoning modeling careers, all-time style icons, and the unlikely inspiration behind the new campaign. Images courtesy J.Crew

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Video #47081 · Carousel

Comedians model for J.Crew campaignfrom @gq

[01]

Overview

This is a 10-slide Instagram carousel post from GQ announcing and showcasing a fashion campaign collaboration between J.Crew and the comedy group 'Please Don't Destroy'. The post mixes professional editorial-style photos of the trio wearing J.Crew clothing with slides featuring humorous quotes and interview excerpts, framing their entry into the modeling world with a satirical tone.

[02]

Simple outline

  1. 1Announce a surprising transformation.
  2. 2Show visual proof of persona.
  3. 3Undercut persona with comedic text.
  4. 4Escalate the central premise.
  5. 5End with a final punchline.

[03]

Related videos

[04]

Classification

Format
Concepts
Editorial CarouselBrand ShowcaseTeam Showcase
Elements
Text OverlayColor GradingRetro Aesthetic

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Title hook

The Please Don't Destroy Boys Are J.Crew Models Now

Verbal hook

The fashion industry has been in a playful mood. It was only a matter of time before the beloved comedy trio @pleasedontdestroy landed a big-time campaign...

Visual hook

A professionally styled group shot of three well-known comedians posing seriously as fashion models, creating a pattern interrupt through the unexpected juxtaposition of comedy and high fashion. The warm, film-like color grading and classic menswear styling add to the editorial quality and visual appeal.

[07]

Hook and payoff

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

Hook

The Status Shift Announcement: A headline and hero image on Slide 1 declare a surprising new identity for the subject, creating immediate intrigue and setting up the central premise.

Payoff

The Mic Drop Declaration: A final, text-only slide (Slide 10) with a short, definitive quote that acts as a punchline and concludes the narrative arc with a statement of ultimate (and ironic) authority.

[08]

Narrative framework

The structural pattern this video runs on

Framework

The Persona Juxtaposition

Establishes a new, high-status persona for a subject through polished visuals, then creates compelling tension by systematically undercutting that persona with self-aware or absurd text-based interludes, building to a final punchline.

  1. 1

    The Arrogant Manifesto

    A text-only slide (Slide 2) featuring a bold, tone-setting quote that establishes the subject's new, often comically inflated, worldview or mission statement.

  2. 2

    The Visual Proof

    A sequence of high-quality images (Slides 3, 4, 6, 7, 9) that visually substantiates the new persona, treating it with complete seriousness to build up the facade.

  3. 3

    The Comedic Reality Check

    A text-only slide (Slide 5) that uses dialogue or Q&A to reveal a humorous contradiction between the polished persona and the subject's actual character, creating the core comedic tension.

  4. 4

    The Absurdist Escalation

    A text-only slide (Slide 8) that pushes the narrative's central premise to a ridiculous extreme, heightening the comedy by fully committing to the bit and raising the stakes of the joke.

Themes

  • Comedy meets fashion
  • Brand collaboration
  • Satire
  • Preppy style
  • Unexpected career moves

Techniques

  • Editorial photography
  • Color grading
  • Juxtaposition
  • Portraiture

Trends

  • Celebrity brand ambassadorship
  • Using humor in fashion marketing

Post caption

The fashion industry has been in a playful mood. It was only a matter of time before the beloved comedy trio @pleasedontdestroy landed a big-time campaign—and thanks to the good people at @jcrew, that day has finally come, with a campaign that features the boys on the streets of New York, in the prep brand’s sharpest fall suits. At the link in bio, GQ caught up with @martinmherlihy, @jawnhiggins, and @benmarshallstyle about their burgeoning modeling careers, all-time style icons, and the unlikely inspiration behind the new campaign. Images courtesy J.Crew

Text overlays

  • title · photo_0

    EXCLUSIVE The Please Don't Destroy Boys Are J.Crew Models Now

  • branding · photo_0

    GQ

  • informational · photo_1

    “You can expect to see us just rising the ranks of the model world, walking in Fashion Week. GQ’s fucking like, ‘Oh, it’s all about Jack Innanen.’ No, it’s not. It’s about Please Don’t Destroy. Look out for us. We’re dressing cool. Everything’s changing.” - BEN MARSHALL

  • informational · photo_4

    ON THEIR PERSONAL STYLE ICONS Martin Herlihy: I’m walking around in jeans and no shirt most days. Ben Marshall: Fucking sunburned to hell. Martin Herlihy: Yeah. Ben Marshall: Style icons. John, who would you say yours is? I feel like yours is like a middle school literature teacher maybe. John Higgins: Cartman. Ben Marshall: Cartman? From South Park?

  • informational · photo_7

    Martin Herlihy: I don’t know if I can announce this because it’s pretty far out, but I am doing a runway event for next year’s fashion week. I’m actually walking for Nathan’s Hot Dogs, which is exciting. John Higgins: I’ll be there for Zyn, which is really cool. Ben Marshall: That’s awesome guys. I’m doing Powerade this year. John Higgins: Yeah, I heard, dude. Congrats, man.

  • informational · photo_9

    “Whoa. We are the fashion industry.” - JOHN HIGGINS

Comedians model for J.Crew campaign | Viral Hooks