Corporate Video

On September 7, following their keynote, Apple published this video summarizing that day's presentation.

Apple has always had fantastic marketing, and their media team's skill is on prominent display in this video. The quick and flashy editing keeps the video short and fast-paced, which is essential in holding the audience's attention. The music is perfectly integrated with the video, as is the text, which gives the viewer sufficient information while still letting the graphics, which are beautiful, do their part.

Just yesterday, Microsoft published this video introducing their new product, the Surface Studio.

This video is a little different because it focuses on a single device. It also doesn't use any words - and it works. This video is a prime example of letting the product speak for itself; When visuals do such a great job of demonstrating, language based explanation isn't necessary, and probably redundant.

These videos aren't starting any ideological discussions and may be looked down upon as merely commercial by some creators of video that would perhaps say the films' creators sold out. However, the truth is, these are good videos, and artists need to make a living just like anybody else.

Thanks to the budgets of large corporations like Apple and Microsoft, they're able to spend a lot on creating high-quality videos like these. I'm glad they're doing it, if only because I enjoy watching them.