Viral Hooks
Trending short videosEditorial F1 upcycled dress feature
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@essesmag

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@essesmag Isabella Bernardini’s Interlagos look started life as an @audif1 race kit. For the São Paulo Grand Prix, German designer @fioonaax took apart the @audif1 special-edition adidas kit and rebuilt it as a floor-length gown made just for Gabriel Bortoleto’s partner, Isabella Bernardini. Fiona’s reworked football jerseys have already been worn by the partners of Lionel Messi and Erling Haaland. Now she’s bringing that eye to Formula 1. Most of the process happened remotely, and Isabella pitched a few ideas of her own before Fiona started sewing. The finished piece adds lace through the back and a subtle number 5, and it doesn’t lose a single logo. “Without the logos, it wouldn’t be a kit, especially in Formula 1,” Rörig says. The gown is ready just in time for Gabriel’s home crowd, and it’s one of a kind. Read the full story online at Esses.com

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Performance

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Likes
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Engagement
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Outlier
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Video #50235 · Carousel

Editorial F1 upcycled dress featurefrom @essesmag

[01]

Overview

A digital magazine-style carousel detailing the story of designer Fiona Rörig transforming an Audi F1 race kit into a custom gown for Isabella Bernardini to wear at the São Paulo Grand Prix.

[02]

Simple outline

  1. 1Hook with unique creation
  2. 2Establish high-profile context
  3. 3Detail the artisan process
  4. 4Connect to macro trend
  5. 5Drive to full story

[03]

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[04]

Classification

Format
Carousel
Concepts
Editorial CarouselBehind The ScenesProduct Showcase
Elements
Text OverlayTemplated Graphic LayoutZoom-in DetailSolid Color Background
Account
BrandCurator
Topics
FashionMotorsportClothing DesignSustainability

[05]

Hook analysis

What stops the scroll in the first 3 seconds

Title hook · 40%

The Upcycling Designer Behind Isabella Bernardini's One-of-a-Kind Audi Dress

Verbal hook · 40%

Isabella Bernardini’s Interlagos look started life as an @audif1 race kit.

Visual hook · 20%

High-quality editorial portrait of a woman in a striking, custom green geometric dress with prominent F1 branding, immediately signaling a crossover between high fashion and motorsport.

[06]

Hook template

Steal this for your own video

The [creator role] Behind [someone's] One-of-a-Kind [unexpected finished creation]

  • — The Upcycling Designer Behind a Bride's One-of-a-Kind Wedding Gown
  • — The Retired Machinist Behind a Chef's One-of-a-Kind Kitchen Knife
  • — The Backyard Carpenter Behind a Toddler's One-of-a-Kind Treehouse Library

[07]

Hook and payoff

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

Hook

A magazine-style cover slide that introduces a highly specific, custom creation and teases the artisan behind it.

Payoff

A clean, branded call-to-action slide directing the reader to an external website or publication to consume the full, long-form story.

[08]

Narrative framework

The structural pattern this video runs on

Framework

The Artisan Spotlight Alternator

Alternating between text-heavy narrative slides and high-impact visual proof to tell the behind-the-scenes story of a unique, custom creation, eventually tying it to a broader cultural trend.

  1. 1

    The Context & Teaser

    Establishes the high-profile event or environment where the creation will be featured, ending with a narrative hook to encourage the first swipe.

  2. 2

    The Visual-Text Rhythm

    A structural pacing mechanism where text-heavy narrative slides are immediately followed by full-bleed visual slides, providing immediate visual proof of the text's claims without overwhelming the reader.

  3. 3

    The Character & Spec Drop

    Introduces the key players (the creator and the client) and lists the specific technical details or features of the custom creation.

  4. 4

    The Collaborative Process

    Reveals behind-the-scenes details of how the item was made, highlighting unique constraints, remote workflows, or core design philosophies.

  5. 5

    The Labor & Micro-Details

    Quantifies the effort (e.g., hours spent) and points out specific hidden details, validated by a testimonial quote from the end-user.

  6. 6

    The Cultural Zoom-Out

    Connects this isolated story to a broader, recognizable cultural trend or viral moment to increase its perceived importance and mainstream relevance.

  7. 7

    The Creator Credential

    Provides social proof by showcasing a past successful project from the creator and providing their social handle for direct discovery.

Themes

  • Sustainable fashion
  • Sports and lifestyle crossover
  • Custom craftsmanship
  • Behind the scenes

Techniques

  • Editorial portraiture
  • Macro detail photography
  • Graphic text layout
  • Color grading

Trends

  • Upcycled sports gear
  • WAGs fashion
  • F1 lifestyle content

Post caption

Isabella Bernardini’s Interlagos look started life as an @audif1 race kit. For the São Paulo Grand Prix, German designer @fioonaax took apart the @audif1 special-edition adidas kit and rebuilt it as a floor-length gown made just for Gabriel Bortoleto’s partner, Isabella Bernardini. Fiona’s reworked football jerseys have already been worn by the partners of Lionel Messi and Erling Haaland. Now she’s bringing that eye to Formula 1. Most of the process happened remotely, and Isabella pitched a few ideas of her own before Fiona started sewing. The finished piece adds lace through the back and a subtle number 5, and it doesn’t lose a single logo. “Without the logos, it wouldn’t be a kit, especially in Formula 1,” Rörig says. The gown is ready just in time for Gabriel’s home crowd, and it’s one of a kind. Read the full story online at Esses.com

Text overlays

  • title · photo_0

    ESSES The Upcycling Designer Behind Isabella Bernardini's One-of-a-Kind Audi Dress

  • informational · photo_1

    ESSES The Audi Revolut F1 Team kit for São Paulo has it all: a design evoking the city's geometric pavement, a Senna-emblazoned helmet, with adidas Sampa Soul Collection green race suits to match. But the team had one last surprise up their sleeve. ISABELLA'S SÃO PAULO FIT

  • contextual · photo_2

    ESSES Photo by Thomas Dylewski

  • informational · photo_3

    ESSES Isabella Bernardini, Gabriel Bortoleto's partner, is arriving at Interlagos to support him, in a one-of-one ankle-grazing, high-neck dress, designed from the special-edition adidas kit. It's a custom piece by Düsseldorf-based designer Fiona Rörig, known for her sports kit adaptations. ISABELLA'S SÃO PAULO FIT

  • contextual · photo_4

    ESSES Photo by Thomas Dylewski

  • informational · photo_5

    ESSES The women took measurements over FaceTime and Bernardini, who works in tech by day, brought a few ideas of her own. Then Rörig got to work. "I always try to keep the original design recognizable, and the logos are an important part of that," Rörig says. "Without the logos, it wouldn't be a kit, especially in Formula 1." ISABELLA'S SÃO PAULO FIT

  • contextual · photo_6

    ESSES Photo by Thomas Dylewski

  • informational · photo_7

    ESSES After 25 hours of design work, Bernardini's dress was ready. There was the lace in back, the number 5 detail, and the elegance of a gown that still was recognizably Audi F1. "I'm wearing the team kit completely adapted to my style," Bernardini says of the dress. ISABELLA'S SÃO PAULO FIT

  • contextual · photo_8

    ESSES Photo by Thomas Dylewski

  • informational · photo_9

    ESSES Rörig's work fits into a growing trend of designers using sports gear as a tapestry. Kristin Juszczyk's designs for Taylor Swift went mega-viral. For Bernardini, it's a thrill to have her first-ever custom F1 look for her partner's home race. "It's exactly the style I like. I think it's very special." ISABELLA'S SÃO PAULO FIT

  • contextual · photo_10

    ESSES Fiona Rörig designed a racing jacket from an Audi Kit in April 2024 / @fioonaax

  • call-to-action · photo_11

    ESSES WWW.ESSES.COM Read the full story online WORDS BY GRACIELA MARTIN PHOTO BY THOMAS DYLEWSKI

Editorial F1 upcycled dress feature | Viral Hooks