The hook works because it combines a high-status job title with a promise of 'the process', appealing to both the ego and the desire for professional knowledge.
Slide Text
The process of this shoot as a Creative Director
Visual
A high-fashion editorial shot of a model in a fur coat sitting on a chair, centered.
All Slides
@charelgijzen carousel breakdown
Charel Gijzen
#creativedirector #comewithmetowork #campaignshoot #photoshoot
Effectiveness score
9/10
Views
144.9K
Likes
28.5K
Saves
8.7K
Engagement
26.4%
Hook
The process of this shoot as a Creative Director
Goal
build-community
Offer
none
CTA
none
Caption
#creativedirector #comewithmetowork #campaignshoot #photoshoot
Strategic Summary
This carousel went viral because it demystifies a high-status role (Creative Director) through a tangible, step-by-step visual blueprint. The extreme save rate (9.8x norm) is driven by the audience treating this as a career manual rather than just entertainment. The hook promises access ('The process'), and the slides deliver concrete proof of competence (moodboards, team coordination, final edits), validating the creator's authority while giving viewers a replicable path to follow.
The Winning Formula
High-status identity claim + chronological process transparency + aspirational visual payoff.
What's working
- •Slide 1 immediately establishes authority ('Creative Director') while showing the high-value end result (editorial image), creating an instant aspiration gap.
- •Slides 2-5 show the 'invisible work' (moodboards, decks, emails) which is rare content; most creators only show the final pretty photo.
- •Slide 6 (digital camera) triggers specific gear curiosity, driving comments asking 'What Canon is that?', boosting engagement algorithms.
- •The visual consistency of warm, editorial tones (browns, fur, dark wood) makes the carousel feel like a cohesive magazine spread, increasing save-worthiness.
What's not working
- •Slide 5 (deck review in car) is visually cluttered compared to the clean editorial slides; it feels slightly like filler to pad the step count.
- •No explicit Call to Action (CTA) on Slide 8 other than 'Obsessed'; adding a 'Save this for your next shoot' prompt could leverage the high save intent more deliberately.
Viral lesson
People don't just want to see the result; they want to see the *receipts* of how you got there. Transparency about the workflow builds more authority than the work itself.
Can a small creator replicate this? Highly replicable for any service-based creator (designers, consultants, architects) who can document their workflow from 'brief' to 'delivery' using screen recordings and BTS photos.
Structural Formula (steal-the-format)
Structure pattern
8-slide chronological workflow: Hook (Result) -> Step 1 (Brief) -> Step 2 (Team) -> Step 3 (Prep) -> Step 4 (BTS) -> Step 5 (Edit) -> Reveal (Finals).
Copy formula
First-person past tense ('I got', 'I reached', 'Found') + simple explanatory sentences overlaying process photos.
What to swap (concrete remixes)
- •Swap Creative Director for Real Estate Agent (Listing process: Brief -> Staging -> Photos -> Launch).
- •Swap Fashion Shoot for Web Design Project (Client Request -> Wireframe -> Dev -> Launch).
What NOT to copy
Do not copy the specific 'friend' network aspect without explaining how to build it, or the audience will feel excluded (as seen in comments asking 'how to find a team').
Aesthetics
Editorial BTS meets workspace realism — high-fashion finals interspersed with raw laptop/screen shots.
Color palette
What it conveys: The overall aesthetic makes you feel like an insider on a high-budget set, bridging the gap between viewer and creator.
Slide-by-slide forensics
1hookmedium shotsophisticationworks:yesgrab:90/100aesthetic:95/100The process of this shoot as a Creative Director
The process of this shoot as a Creative Director
Visual description
Full-body editorial shot of an Asian model sitting on a modern chrome chair against a dark brown woven screen. She wears a large brown fur coat and black pointed heels. Lighting is studio-quality, soft but dramatic.
Scene setting
professional photo studio
Visible people
Visible objects
Products on screen
Predicted audience reaction
Immediate stop due to high-quality imagery; text promises educational value.
Comments reacting to this slide
- "oh I'm in LOVE with your work"
Verdict: Sets the visual standard immediately and defines the creator's role clearly.
2step in listscreenshotpreparationworks:yesgrab:60/100aesthetic:70/100I got the request from the model to do a shoot, I worked with the model before in Korea, so created a moodboard
I got the request from the model to do a shoot, I worked with the model before in Korea, so created a moodboard
Visual description
Close-up of a MacBook Pro screen showing a Pinterest moodboard with various fashion reference images. A perfume bottle sits blurred in the background.
Scene setting
home office desk
Visible objects
Products on screen
Other text elements
- •Pinterest UI visible on screen
- •BYREDO bottle on desk
vs prior slide
Style: Shifts from polished editorial to raw workspace, signaling 'behind the scenes'.
Story: Moves from the 'what' (Slide 1) to the 'how it started' (Slide 2).
Predicted audience reaction
Validation that moodboards are the first step; saves for reference.
Verdict: Demystifies the starting point; makes the process feel accessible.
3step in listmedium shotcollaborationworks:yesgrab:65/100aesthetic:75/100I reached out to my photographer friend who I knew could make the images I had in mind for this shoot
I reached out to my photographer friend who I knew could make the images I had in mind for this shoot
Visual description
Dual-screen setup. Top monitor shows the final model image. Bottom laptop shows photo editing software (Capture One) with the same image.
Scene setting
editing workstation
Visible objects
Other text elements
- •Capture One software interface on laptop
- •LG monitor
vs prior slide
Style: Continues the workspace theme but introduces the technical editing layer.
Story: Moves from planning (moodboard) to team assembly (photographer).
Predicted audience reaction
Interest in the networking aspect ('how to find a photographer').
Comments reacting to this slide
- "If you didn't know the photographer you needed for this personally, how would you pick one?"
Verdict: Addresses the 'team building' pain point directly.
4step in listcandidactivityworks:yesgrab:70/100aesthetic:80/100Found the right make-up & hair artist for the vision
Found the right make-up & hair artist for the vision
Visual description
Candid BTS shot in a studio. A makeup artist is applying makeup to the model who is standing in the fur coat. Lighting equipment visible.
Scene setting
photo studio backstage
Visible people
Visible objects
Other text elements
- •The Loft signs on wall
vs prior slide
Style: Shifts from digital screens to real-world human action.
Story: Completes the team assembly (MUAH added).
Predicted audience reaction
Aspiration to be the MUAH or hire one.
Comments reacting to this slide
- "so obsessed with the results amazing what a team of amazing people can bring into life"
Verdict: Humanizes the process; shows the physical effort involved.
5step in listPOVdedicationworks:partialgrab:50/100aesthetic:60/100Quickly went through the entire deck on the way to the studio to get into the creative zone
Quickly went through the entire deck on the way to the studio to get into the creative zone
Visual description
Laptop open on a car passenger seat showing a Google Slides presentation titled 'MOODBOARD FOR CREATIVE CAMPAIGN'.
Scene setting
inside car
Visible objects
Other text elements
- •Google Slides interface
- •Car interior
vs prior slide
Style: Returns to screen-focused imagery, slightly less polished than Slide 2.
Story: Shows the transit/prep phase before the shoot.
Predicted audience reaction
Relatability for freelancers who work on the go; questions about the software.
Comments reacting to this slide
- "What app do you use create your deck please?"
Verdict: Visually the weakest slide, but drives specific tool-based comments.
6step in listclose updocumentationworks:yesgrab:80/100aesthetic:75/100I love to take content on set whenever I have time
I love to take content on set whenever I have time
Visual description
Hand holding a small silver digital point-and-shoot camera. The camera screen displays the model posing.
Scene setting
photo studio floor
Visible people
Visible objects
Products on screen
Other text elements
- •Canon logo on camera
- •Date stamp 28/10/25
vs prior slide
Style: Focuses on a specific gadget, breaking the flow of 'process' steps.
Story: Adds a secondary output layer (BTS content vs final images).
Predicted audience reaction
Immediate gear curiosity ('What camera?').
Comments reacting to this slide
- "What canon camera is that?"
Verdict: High engagement driver due to tangible product placement.
7proofmedium shotcompletionworks:yesgrab:85/100aesthetic:95/100Images went to the retoucher & got edited by the photographer
Images went to the retoucher & got edited by the photographer
Visual description
Another final editorial image. Model reclining on the chrome chair, fur coat spread out. Dark brown screen background.
Scene setting
professional photo studio
Visible people
Visible objects
Products on screen
vs prior slide
Style: Returns to the high-polish aesthetic of Slide 1.
Story: Shows the post-production result.
Predicted audience reaction
Awe at the final quality; saves for inspo.
Verdict: Re-establishes the high value after the 'process' middle section.
8revealmedium shotsatisfactionworks:yesgrab:90/100aesthetic:100/100Obsessed
Obsessed
Visual description
Final hero image. Model sitting upright on chair, looking directly at camera. Fur coat prominent. Clean white floor.
Scene setting
professional photo studio
Visible people
Visible objects
Products on screen
vs prior slide
Style: Consistent with Slide 1 and 7, closing the visual loop.
Story: Final emotional reaction to the work.
Predicted audience reaction
Desire to emulate this success.
Comments reacting to this slide
- "These are gorgeous 🔥 the vision and execution is everything"
Verdict: Strong visual closer that reinforces the brand aesthetic.
Commerce intent
Mentioned products
Objections (from comments)
- •What about the financial aspect?
- •If you didn't know the photographer you needed for this personally, how would you pick one?
Comment ethnography
The audience is a mix of aspiring creatives treating the comments as a classroom and peers validating the quality. There is a strong 'I want to be you' energy.
Comments that characterize the audience
- "Do you accept intern 😫😫??"
- "What app do you use create your deck please?"
- "I wanna know how easy was it finding a team?"
Pain points revealed
- •Uncertainty about how to assemble a creative team
- •Lack of knowledge on pricing/financials for shoots
- •Desire for entry-level access (internships/assistant roles)
Aspirations revealed
- •Want to be the Creative Director holding the vision
- •Want to work on high-end editorial campaigns
- •Want to own the specific tools shown (camera, software)
Top questions asked
- •What app do you use create your deck please?
- •What canon camera is that?
- •Do you accept intern?
- •How do you do prop hunting?
- •Can you please make a video about how you became a creative director
Objections
- •Skepticism about accessibility (did the model pay? is this only for friends?)
Diagnostics
Hook deep-dive
The process of this shoot as a Creative Director
The promise of seeing the 'process' behind a high-status role creates a curiosity gap that only swiping can fill.
Engagement read
Bookmark rate is nearly 10x the library norm, indicating this is being used as a reference guide rather than passive content.
Mechanics
Process curiosity — viewers swipe to see the next step of the production puzzle.
Brand & funnel
Brands visible
Buying-journey moment: Viewer is realizing they want this career and is looking for the roadmap.
Ideal Customer Profile
Aspiring creative professionals, fashion students, and content creators who want to understand the high-end production process behind editorial photography.
Age
18-24
Gender
female
Readability
simple
Interests
Pain Points
Aspirations
Emotional Profile
Primary Emotion
aspirationIntensity
Effectiveness
Emotions Evoked
Emotional Arc
curiosity → learning → admiration → satisfaction
Why It Lands
The carousel pulls the viewer into a 'soft life' professional fantasy, making the work of a creative director seem both attainable and highly desirable.
Writing Analysis
Style
storytelling
Tone
aspirational
Hook Type
identity statement
Quality
The writing is concise and functional, serving as a caption for the visual journey rather than the main event. It avoids fluff, focusing on the chronological steps of a shoot.
Effectiveness
Goal Achievement
The high save count indicates the content is being used as a reference or 'save for later' resource, which is the ultimate goal for building a professional brand.
Why It Spread
high-quality visual payoff
educational 'behind-the-scenes' value
aesthetic consistency that fits the 'that girl' niche
Content DNA
There is no explicit CTA, which is a missed opportunity for conversion, but it keeps the aesthetic clean and 'cool'.
Narrative Arc
The flow is linear and logical, moving from the initial idea to the moodboard, the team, the shoot, and finally the result, keeping the viewer swiping to see the final product.
Psychological Blueprint
Why It Spread
The carousel succeeds by blending high-end fashion aspiration with the 'process-porn' trend, allowing viewers to feel like insiders in a luxury industry. With 8,651 bookmarks, it functions as a 'how-to' guide for aspiring creatives, providing high utility while maintaining a premium, non-educational aesthetic. The high engagement rate (26.43%) is driven by the visual satisfaction of the final images combined with the educational value of the workflow.
Framework
transformation storyPrimary Tactic
authorityTactics Used
curiosity-gap on slide 1: 'The process of this shoot' promises a reveal of a professional secret
social-proof-stack: showing the moodboard, the photographer, and the retoucher establishes industry authority
pattern-interrupt: mixing high-end editorial shots with raw, messy 'behind-the-scenes' laptop/camera screen shots
tribal-markers: using industry-specific terminology like 'creative zone', 'deck', 'retoucher', 'moodboard'
Cognitive Biases
halo-effect: the high-quality final images elevate the perceived value of the entire process
mere-exposure: repeated shots of the same model and aesthetic create a sense of familiarity and trust
Tribal Markers
Trust Signals
Slide Breakdown (2 analyzed)
Hook Analysis
The hook works because it combines a high-status job title with a promise of 'the process', appealing to both the ego and the desire for professional knowledge.
Text
The process of this shoot as a Creative Director
Visual
A high-fashion editorial shot of a model in a fur coat sitting on a chair, centered.
Visual Elements
Color Palette
Copy Analysis
Power Words
Open Loop: yes, it promises a step-by-step breakdown of a professional shoot
Visual Psychology
Attention: the model's face and the bold text
Gaze: model looking directly at the camera
Emotional cue: the model's confident, high-fashion expression
Composition: centered symmetry to establish authority and professionalism
Text
I got the request from the model to do a shoot, I worked with the model before in Korea, so created a moodboard
Visual
A laptop screen showing a Pinterest board with various fashion images.
Visual Elements
Color Palette
Copy Analysis
Power Words
Open Loop: yes, the viewer wants to see if the final result matches the moodboard
Visual Psychology
Attention: the laptop screen
Emotional cue: the organized, aesthetic workspace
Composition: to show the 'behind-the-scenes' reality of the work
Comment Intelligence
Sentiment
PositiveResonance
Intent
build-community
Audience Vibe
The comments are sparse but highly appreciative of the aesthetic and the professional insight.
Standout Quotes
“The aesthetic is everything.”
“So helpful to see the actual process.”
“This is the dream job.”
Top Comments
What about the financial aspect? Would love to hear more about that. In this case for example, did the model pay for the project?
Do you accept intern 😫😫??
oh I’m in LOVE with your work🤍
What app do you use create your deck please?
These are gorgeous 🔥 the vision and execution is everything