Day 9 of the startup series.

@martori.studio

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SoundTikTok sound · original sound - bossr0729

Promoted product

Vigilvigil.ai

Why it worked

The video succeeds by blending authentic 'build in public' startup content with a relatable, humanizing element—the dog—making the technical product feel more approachable and personal.

Summary

The creator documents a day in the life of building a startup, focusing on coding tasks while interacting with his dog. The video highlights the development process of his AI platform, Vigil, through screen recordings of his workflow.

Structure

1Introduction of the day's progress
2Humorous comparison between the dog and the AI API
3Screen recording of coding and architecture work
4Final shot of the product website

Product placement

The video features the creator's own AI product, Vigil, shown through screen recordings of the development environment and the landing page.

Original caption

Day 9 of the startup series. Chill vibes today. Currently trying to wire up edge functions and scale our AI architecture. Claude (my dog, not the API), has contributed absolutely zero lines of code today, but his management style is highly supportive. #AI #startupjourney #buildinpublic #goldenretriever #claude

More from @martori.studio

On-screen text

Day 9 of the startup series. CUT: For writers. Bring a song. June helps the room hear it the way you do. THE INSTRUMENT: Run it on your music. Vigil session: format My father was my hero. Everything I build is a way of keeping him.

Transcript

Day 9 of the startup series. Chill vibes today. Currently trying to wire up edge functions and scale our AI architecture. Claude, my dog, not the API, has contributed absolutely zero lines of code today, but his management style is highly supportive.