That’s Apple

Matthew Palmer:

But look behind the exploded iMac. Behind the new ‘TCON’ there’s a girl holding her father’s hand. Not brought to the centre of the frame, not inflated to be the story of the video, just a consequence of this device being in their home. That’s incredible storytelling.

That’s Apple.

You either think things like this matter in product marketing, or you don’t. If you do, you’re a lot more likely to appreciate the details in Apple’s actual products themselves.

I also think it’s worth pointing out how good the special effects are in these videos. I was kind of blown away by the shot where the camera moves and zooms in on individual pixels. Impressive CGI work.

★ Saturday, 18 October 2014