@wsdot
Instagram · 10 Shot
@wsdot THIS IS NOT A DRILL ❄️ Snow is falling in our mountain passes. Plows are doing their thing. We don’t have any chain or traction requirements posted YET, but that could change at any point. If you have plans to travel over the passes, your best bet is to carry chains with you just to be safe. Remember to slow down in the snow, leave extra room between you and the car in front of you, and give our plows plenty of room to werk.
Performance
Video #47702 · 10 Shot
[01]
The video announces the arrival of snow with dramatic footage of snowplows working at night. It then shows various clips of plows clearing roads during the day and night, warns viewers to be prepared, and provides evidence of the conditions by showing a montage of snowy traffic camera feeds from various mountain passes before ending with a call-to-action to follow traction requirements.
[02]
[03]
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365K1.3×Montage of highway winter closure@wsdot · Event Showcase
249.2K7.3×Montage of storm road damage@utahtransportation · Public Service Announcement
1.2MMeme setup to cinematic song promo@citizen_theartist · Surprise Reveal
2.1M1.2×BTS snow effect to final@citizen_theartist · Behind The Scenes
379.6K2.7×Montage of snowy campus at night@michiganstateu · Event Showcase
1.2M1.1×Casual setup to cinematic montage@citizen_theartist · Vibe Showcase
223K3.5×Highway repair update with B-roll@wsdot · Public Service Announcement
244.7K13.1×Car's adventurous Christmas tree journey@workinglandrovers · Lifestyle Showcase
2.4M8.1×Montage of flooded cars warning drivers@wsdot · Community Initiative PSA[04]
[05]
What stops the scroll in the first 3 seconds
Title hook
SNOW IS HERE
Visual hook
A dramatic night scene showing a convoy of snowplows with bright headlights, kicking up large clouds of snow in the dark.
[07]
The promise the opener makes, and how the video pays it back
Hook
A jarring audio cue combined with a dramatic, atmospheric visual and a bold text overlay announcing a significant, time-sensitive event.
Payoff
A final, simple, and actionable instruction or call to action that provides the viewer with a clear next step, often looping back to the initial dramatic visuals to reinforce the urgency.
[08]
The structural pattern this video runs on
Framework
The Public Service Alert Framework
To rapidly inform an audience about an urgent, developing situation by presenting the event, the response, the evidence, and a clear call to action, creating a sense of immediacy and authority.
The Event Declaration
Establishes the core situation with impactful visuals that convey the scale and nature of the event, immediately setting a tone of urgency.
The Mobilization Proof
Demonstrates the official or expert response to the event. This beat uses multiple camera angles and perspectives (e.g., third-person, POV) to build credibility and show that the situation is being actively managed.
The Consequence Primer
Transitions from showing to telling with an explicit textual warning that frames the upcoming information as critical for the viewer's safety or well-being.
The Reality Check Montage
Presents a rapid-fire sequence of objective, data-driven visuals (e.g., security camera footage, screenshots) that serve as undeniable proof of the situation's severity and impact.
THIS IS NOT A DRILL ❄️ Snow is falling in our mountain passes. Plows are doing their thing. We don’t have any chain or traction requirements posted YET, but that could change at any point. If you have plans to travel over the passes, your best bet is to carry chains with you just to be safe. Remember to slow down in the snow, leave extra room between you and the car in front of you, and give our plows plenty of room to werk.
title · beginning
SNOW IS HERE
title · beginning
PLOWS ARE OUT
informational · middle
BE PREPARED BECAUSE
title · middle
PASSES LOOK LIKE THIS
call-to-action · end
Follow traction requirements plz
It's