Drawing from the world of high-speed engineering tests like land speed rockets, we created a visceral, evocative product journey showcasing the unique power of iPad Pro through a combination of live-action scenes and dynamic visual effects. The product news was told through the framework of a launch, so every action had amplified, metaphorical sound effects related to our concept. In this world, a simple swipe or tap looks like a high octane car chase. Even the seemingly mundane actions of an iPad user, such as a finger scrolling across a screen, were paired with the sensation of breaking the sound barrier.