Whenever a new product is announced, there is a huge spike in mentions of the product in social. After the Keynote event, which is an opportunity for news outlets, bloggers, and individuals to tune into the newest devices and features, there’s a blitz of online articles. It seems everyone is mentioning the new device and coming to their own conclusions.

With this information, we knew we needed to make something that would break through the clutter. We also knew that attention spans were short, so we needed something that was quick, but informative. And more than anything, we knew that even with all the media that was available surrounding a new product, customers will always look to Apple for their own definitive summary of the announcement, so we needed to deliver something that would satisfy that desire from customers.

iPhone 8 in 8 seconds was our concept. All 36 new features, as well as a product shot were crammed into just 8 seconds. While it went by quickly, there was more to the film than meets the eye. Each product title had a design that showed what that new feature was. The type design either explained the feature itself or the benefit the new feature would provide to customers

We launched this unit immediately after 8 was announced in order to capitalize on the massive amount of conversation on Twitter at launch and the days following. We had 3m engagements in the 3 days it ran. 70% of these engagements were stopping/starting the film, capitalizing on our custom-designed unit. This was our best performing unit to date, from an engagement perspective. Four times higher engagement than any unit in the past. The video garnered 35M views in total.