Hey Reader!

I just realized something about storytelling that I can’t believe I didn’t see before. I was breaking down why some campaigns stick in our minds for years while others disappear instantly.

Remember Nike's "Dream Crazy" campaign with Colin Kaepernick? The one that sparked massive debate but also drove Nike's stock up by $6 billion?

I thought it was just a bold move by a brand taking a political stance. But when I dug deeper, I realized they were using something I now call the "Contrasting Worlds" technique — and it's the hidden pattern behind almost every memorable campaign.

The Hidden Power of Showing Two Worlds at Once

Most forgettable content shows just one world — the world as it is. But the most powerful stories show two worlds simultaneously:

• The world as it is

• The world as it could be

This contrast creates tension that hooks your brain and won't let go.

Nike didn't just make an ad about sports. They showed us two competing realities:

World #1: A society that expects athletes to "shut up and play" — where having opinions means losing everything.

World #2: A society where athletes use their platforms to drive change — where sacrifice leads to something bigger than sports.

The tension between these worlds is what made 50% of people love it and 50% hate it. But everyone remembered it.

Breaking Down "Dream Crazy" Step by Step

Let me show you exactly how Nike built this contrast:

Step 1: Establish the current reality The ad opens with everyday athletes facing limitations: a wrestler with no legs, a refugee who became an Olympic boxer, a girl playing football on an all-boys team.

Each represents a version of what society says "can't be done" or "shouldn't be done."

Step 2: Introduce the unexpected alternative Then comes the narration: "Don't ask if your dreams are crazy. Ask if they're crazy enough."

This flips the script entirely. What if the limitation isn't the problem? What if not dreaming big enough is the real problem?

Step 3: Bridge both worlds The crucial line comes when Kaepernick says: "Believe in something. Even if it means sacrificing everything."

This is where Nike connects both worlds. They acknowledge the reality of sacrifice (World #1) while simultaneously showing how it creates possibility (World #2).

Step 4: Create a path forward The ad ends with "It's only crazy until you do it."

This gives viewers a way to move from World #1 to World #2. It's not just about seeing both worlds — it's about showing the path between them.

Why This Structure Creates Deep Emotional Impact

I realized that one of my old pieces of content from three months ago followed the same structure. Instead of just sharing my career transition story, I showed:

World #1: The common expectation — you must learn coding to succeed in tech, and struggling with it means you're not cut out for the industry.

World #2: The unexpected reality — tech is more than just coding; strong communication and problem-solving can open doors to fulfilling careers.

That post resonated deeply, gaining 12,900 likes and 45 comments. Why? Because people saw themselves in World #1 but realized World #2 was possible for them too.

The gap between these worlds created emotional tension that made people engage.

Four Ways to Use Contrasting Worlds Today

Here's how to apply this right now:

1. Identify the gap What's the difference between how things are typically done in your field and how they could be done? Write down specific details of both worlds.

For example:

• World #1: Social media that drains your mental health and wastes time

• World #2: Social media that connects you with life-changing opportunities and ideas

2. Show, don't tell Don't just say "there's a better way." Show concrete examples of both worlds.

Nike didn't just say "athletes can change society." They showed Serena Williams going from "not good enough" to "greatest ever."

3. Create a bridge The most powerful part is showing how someone moves from World #1 to World #2.

This could be:

• A specific turning point

• A mindset shift

• A practical step

4. Make it personal Share your own journey between these worlds. When I talked about how I moved from struggling with coding to finding my place in tech through communication and problem-solving, that personal story created a stronger connection than any statistic.

People connected with the frustration of trying to fit into a narrow definition of success (World #1) and felt inspired by the realization that there are many paths in tech (World #2).

Real-World Application: The Instagram Reel Framework

Here's a practical 60-second Instagram reel framework using contrasting worlds:

0-15 seconds: Show the limiting belief or common approach (World #1) "Everyone says you need fancy equipment and perfect lighting to create viral videos..."

15-30 seconds: Reveal the unexpected alternative (World #2) "But what if the most engaging content comes from emotional honesty rather than technical perfection?"

30-45 seconds: Bridge both worlds with proof "When I stopped obsessing over equipment and started focusing on storytelling, my engagement tripled. Here's one example..."

45-60 seconds: Give a clear next step "Next time you're about to record, ask yourself: 'What truth am I sharing?' rather than 'How does this look?'"

Your Turn: Create Your Contrasting Worlds Story

Take something you're working on right now and identify:

1. What's the current reality most people accept? (World #1)

2. What's the alternative reality you've discovered? (World #2)

3. What's one concrete example that proves World #2 is possible?

4. What's the first step someone can take to move from World #1 to World #2?

Build a 60-second story using these elements and share it. I bet it will be among your most engaging content.

I'd love to see what you create with this framework. Reply to this email with your contrasting worlds story or tag me if you post it.

Remember: The most powerful stories don't just show one reality — they show the gap between what is and what could be.

Keep telling stories, Epaphra

P.S. I used to think good storytelling meant having a fancy structure or surprising twist. But after seeing this pattern work repeatedly, I've realized the true power is in showing people both where they are and where they could be.