Employees compete in suitcase packing challenge from @away

The video showcases a competition among four employees of the luggage brand Away to determine who can fit the most items into a single suitcase. It follows each participant—Gabby, Patrick, Emily, and Josh—as they pack and struggle to close the luggage, with text overlays revealing their final item counts. The video builds suspense around the final contestant, Josh, who ultimately wins the challenge, prompting a celebratory reaction from his colleagues.

Creator: @away on Instagram

Video format

10 Shot

Video outline

  1. Introduce a relatable challenge.
  2. Showcase escalating attempts.
  3. Reveal a surprising winner.
  4. Celebrate the final victory.

Hook overview

A text overlay states the central challenge, paired with quick, chaotic cuts of participants struggling, immediately establishing the premise and the conflict.

Title hook

We challenged Away employees to see how much they could fit in a suitcase...

Visual hook

A woman is on all fours, using her entire body weight to try and close an overstuffed suitcase on the floor, creating an immediate visual of struggle and effort.

Hook strategies

  1. curiosity-open-loops
  2. relatability-contrast

Payoff

The final participant achieves a decisive and seemingly effortless victory, validated by the celebration of onlookers and a clear on-screen declaration of their win and top score.

Narrative framework

The Escalating Gauntlet

Narrative framework logic

A series of participants attempt the same quantifiable challenge, with each subsequent attempt incrementally outperforming the last, culminating in a decisive winner who uses a superior method.

Narrative framework breakdown

  • frameworkName: The Escalating Gauntlet
  • frameworkType: List-Style Narrative
  • coreLogic: A series of participants attempt the same quantifiable challenge, with each subsequent attempt incrementally outperforming the last, culminating in a decisive winner who uses a superior method.
  • confidence: 95
  • pendingStatus: created

Topics: Luggage, Travel

Concepts: Challenge, Brand Showcase

Formats: 10 Shot

Elements: Montage Editing, Text Overlay, Trending Audio

Account types: Brand

Transcript excerpt

You don't have to go fast. Oh my

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