iPhone Product Films
Media: Event/Online
Role: Group Creative Director
Many of the films we made at Apple didn’t fall into the category of advertising, but played just as important role in our marketing. Their job was to communicate important, and sometimes very detailed, information about the products. They played at launch events, were distributed to journalists and often gained staggering amounts of viewings on youtube. There were different sorts of what we called ‘product films’. Here are some we made for iPhone.
Design Films
Voiced by Jony Ives, this one went deep into the design process.
Consumer Product Films
‘Consumer’ just means not ‘Pro’. Those in the market for the less expensive iPhone usually don’t want huge amounts of technical information. But they do want to know what it can do. So these films were usually high energy and kept it just to the headlines.
Product films were often broken apart into short form digital and gifs to communicate individual features.
Pro Product Films.
Pro audiences want the full design and engineering story. These films were usually longer, were accompanied by a voiceover and required a mix of technical filmmaking and live action performance.
Reveals.
Reveal films play in events at the point of the launch and are (hopefully) the first time anyone sees the product. Our inspiration would come from the product itself and what visually felt most distinctive. The first one here for iPhone 8 explores the new reflective glass design and the following one for iPhone XR celebrated the new range of colours.
8 in 8.
This last one isn’t strictly a product film. But it did manage to communicate all 32 new features of iPhone 8 in 8 seconds. If you scroll the playbar you can find them all.