The move

"Duo's Work Day" is a behind-the-scenes look at how the owl writes push notifications. The visible frame is a tight close-up of Duo in round glasses, one wing at its chin, with a serious look. The title promises "behind the scenes of notifications".

Why it works

• Our readA mockumentary title promises a glimpse of the process, which suits a habit people already know from their own phones.
• Our readA face filling the frame in glasses gives the owl the look of an office worker, so the character carries the humour.
• Our readBuilding the story around the notifications puts the brand's own running joke at the centre.

What not to copy

Don't copy the owl or the guilt-trip notifications. Keep the move of finding the most-shared complaint about your product and giving it a face and a workday.