Promotional Analysis Video 1

As Apple is one of the most profitable organisations I thought to look at one of their adverts to see how much they rely on them to promote their products. The first shot is compared of white text "Meet" with a beautiful background of flowing colour; this contrast nicely and makes everything on screen stand out. This shot is very quick but what I did notice is that the next shot is hung on slightly longer but only long enough so that the audience can read it. The colours switch so that the background is now white and the colour is on the text. It reads "iPhone X". A name that will catch any viewers attention and is something very prominent to remember as it sticks out with the background. This transitions into the next shot by "iPhone" sliding into the X and the X zooming forward into the 'camera'. And with the same flowing pink, blue and yellow (these colours are the same throughout the video) those colours transfer onto the iPhone from the text. I found this very smooth. I feel like there is no camera and this advert, apart from the actors later on, I get the impression that it is all CGI. However, the camera zooms out and the iPhone rotates itself to the left and up to show the side of it. Exposing the volume buttons.
The next few shots are angles of the phone to show how it looks. This is edited very quickly. At 0:06 seamlessly a hand comes from below to show off the swipe up technique on how to open the phone as it then goes onto how you unlock it with your face rather than a passcode or thumbprint. The only vocals come from the song. Which is Best Friend - Hafsah Shaheed (I found this out by looking through the comments on this video but couldn't find it when I searched for it on Youtube and Spotify) as they explain about Animoji with the face tracking feature. They include very nice effects such as 0:08 when saying it has durable glass an actor bumps into the camera which shakes the screen. Which, in turn, gives a ripple effect to the following text on screen. A series of colours are used for the text but it continues with the white background. At 0:19 something which they didn't have to include is different fonts for the word 'face'. I feel like this makes a big difference and creates another layer so that it doesn't get boring for the viewer as they have to read it. It fits really well with the tone and playfulness of the video too.
It follows up with a great build to announce the launch of Face ID with enough space and beats of the song and with the snare hits in the song and the editing slows down then builds up. It then Hangs on the wording "Face ID" to give it time for it to be noticed to the viewer.
As a viewer I was very impressed of how effective this advert was but at the same time it was done very simply and how basis it is. It shows off the new features in a fun way but is able to be professional as well. just like at 0:48 "Portrait Lighting"; it has the appropriate style for that section. The white font is given a 3D effect to show up well with the white background by giving it a shadow. It then goes into showing the audience the different types of Portrait Lighting with relevant sound effects as a swiping motion is being used.
Finally at 0:55 an augmented reality dinosaur is shown as though someone is filming it from real life. A couple of subtle choices have been made too. For instance, The blurred background to help the audience focus on the screen and the person holding the phone is slightly shaking. Maybe to show that they're scared. Personally I don't like this and would rather this been smooth and still rather than shaky but I suppose they tried this and didn't like how it was as its not very realistic to have someone out-stretched arm completely still.
The rest of the video is a similar fashion of simple one or two words to read on screen as it switches from a white background and coloured text to the other way around and shots of the iPhone as the vocals from the song play until it closes at a respectable place. Finishing on the Apple logo.