the "is it possible" framework

Is it possible to add 20k+ followers, sell out your first art collection, and land a brand deal for your second collection with only 10 videos?

Well, today's breakdown shows how.

@byantongreiter is an artist in Sydney, Australia who's run a masterclass on documenting the creative process to build an audience of buyers for his art.

He did this by doing three things exceptionally well:

• Crafting a unique "is it possible" series that brings people on a journey

• Targeting a clear audience at the intersection of sports and art

• Sharing the process and inspiration behind each piece

Let's dive into the details👇

1. What's the narrative?

His hook is the narrative:

"Is it possible to build an entire art collection only using wool?"

He taps into a few psychological triggers here:

He opens a curiosity loop (is it possible), turns himself into a purple cow (only using wool), and leans on process voyeurism (humans inherently want to see how beautiful things are made).

It's a unique story that grabs attention and makes you want to see how it plays out.

2. What are the content pillars & formats?

🟩 Story-Driven Reels 

He does a great job making these repeatable. His outline:

• The hook "is it possible" (and other variations of this)

• "Welcome to episode X"

• "The inspiration for this piece"

• Introduce tension ("wasn't sure if I could", "the trickiest piece")

• Use but/so to introduce tension and move the story forward

• Provide the visual payoff of the final piece at the end

 🟩 Recap Carousels 

He repackages his scripts and clips in carousels to nurture his existing audience and has a DM automation to capture email addresses for when he drops the collection.

🟩 Format:

His editing style ties together talking head, BTS of creating the art to show the process, and inspo images.

He also does a great job pairing music to the feeling and vibe of each piece.

3. What You Can Use As Inspo

• Turn yourself into a purple cow. What is a unique challenge or journey you can bring people on that no one's done before?

• Target a clear audience. Anton's audience sits at the intersection of art and sports. Who is yours?

• Process voyeurism works. If you're creating anything, bring people on the journey and document how something beautiful gets made.