Splitscreen Reels
01 - Overview
A recurring Instagram reel format developed to add context and storytelling to surf clips. By pairing footage of a wave with the surfer breaking down the ride in real time, the format transformed standalone surfing edits into engaging, personality-driven content that encouraged viewers to watch for longer and connect with the story behind each wave.
02 - My role
Developed the concept and recurring format.
Identified suitable clips and surfers.
Directed the storytelling and interview component.
Edited the split-screen Reels.
Wrote supporting captions and copy.
03 - Social rollout
04 - Objectives
Increase engagement and watch time on Instagram Reels.
Add personality and narrative to surf clips.
Create a repeatable content format that could feature a wide range of surfers.
Differentiate Tracks' social content from traditional surf clips.
05 - Creative approach
Surf clips are abundant on social media. The aim of the split screen format wasn't simply to publish another impressive wave, but to answer the question every surfer naturally asks after watching one: How did they do that? Giving surfers the opportunity to explain their wave transformed passive viewing into a more engaging storytelling experience.