Why? Why did I have to bring the commercial that came out 6 years ago

That's because I personally think this was one of the best advertisements that showed the iPhone from its first impression to its identity, but also showed each new feature impactfully well, and finally, it clearly imprinted the perception that it was a very hip product to consumers.

Personally, I think it's much better than Apple's iPhone ads these days.
I think many people have watched this video since it first came out.
I'm sure there are people who are still looking for and listening. I'm one of them.

I'm going to tell you a few things that most of you know about this video, but not all of you.

Let's take a quick look at why we were so thrilled by this video and why we got goosebumps.

1. When you were planning the advertisement, you looked at the product first. You must have done a lot of research on how to express the identity of the product.

First of all, it was the rock screen that played the biggest role in thinking about the concept of the video,
So I think it was a screen with colorful sand moving dynamically on that screen.

Usually, this isn't created by marketing, it's developed by the design team, but when it does, the history usually focuses on how much more advanced the display can be in terms of resolution and pixel.

And the reason why this screen is so important is because it's the screen that you see when you turn it on for the first time as soon as you buy it, so in a way, it was a very important screen that influenced your first impression of the iPhone X. So normally, once this lock screen was set, the marketing team would have thought about how to use it for marketing, so they thought about how to use this colorful sand to match the music so vividly and that's the way to express the identity of this product.

One of the things Apple is really good at is that once you decide on the concept of the product, you apply it holistically, and it's very well applied to this video as well.

- You talk about it from the very first screen.
"We're going to play with this from the beginning to the end of the video."
It feels like it's applied to the entire video
- It's like putting this color on SUPER itself, or using this color in the background to show SUPER.
Just by looking at this, I can feel that I've been revising and revising the video for a long time.

2. Now that we've decided on the concept, which is the identity of the product, we're probably thinking about what functions and how we're going to talk about it,

At that time, smartphones had to be talked about, so there were a lot of new functions that I wanted to tell the audience. Therefore, in the case of such a video, it was important to list all the functions from the planning stage and how to distribute and deploy them.

Let's take a look at the features from this iPhone X video.

1. What home button? An all-in-one design without the home button
2. Durable glass
3. Wireless Charging
4. A11 Bionic Chip (most powerful)
5. Face ID
6. Animoji
7. Camera Specifications
8. Camera 기능 중 Portrait lighting
9. Augmented Reaility

It came out to the point.
In fact, none of these features are special in the present era, but they all deserve praise for being almost innovative.

The first full-screen iPhone to remove the physical home button, wireless charging, fastest chipset, Face ID, Animoji, and camera functionality, there are so many things I want to emphasize from Apple's perspective,
It's a situation where you have to choose and focus, and due to the nature of the advertisement, you would have tried to show it as short as possible and impactful.

First of all, most companies try to talk about more important new features or features at the beginning. But rather than considering that in this video, Apple seems to have thought about how many seconds it would take to slowly open each function and explain it.

From that perspective, it seems that the basic specifications of the products that can be intuitively expressed and moved on, the missing home button, tempered glass, wireless charging, upgraded chipset, and so on

I think they decided to take time to show the new S/W functions, such as Animoji and camera, by placing them in the background to show examples.

The reason why this method is structurally compatible with this selected music is that this music was mixed again, but there is a build-up that raises the tension to the end until the 22nd second. I think it was very easy to express the beat by focusing on the specifications and specifications of this music. After 22 seconds, I showed the rest of the S/W functions by keeping the tension intact and taking it for a long time.

This is quite difficult and not easy, but since it was the main advertisement representing a new iPhone only once a year and it was a representative advertisement, I feel like I've been thinking and working for a long time.

3. Music

To talk a little more about music, I think more than half of the music was done.
Of course, this video is geared towards Gen Z, and I think they paid a lot of attention to music from the beginning. Because music itself should have had a lot of impact on the target audience, they must have searched a lot of libraries in choosing music. This has been done for a considerable amount of time, and I think even before it's decided on what to do with the commercial, the music must have been searched, composed, or done as soon as the target audience was determined.

If there are a few things that you paid attention to about iPhone X commercial music

- Whether it's Playful enough
- How fast is the tempo
- Is there a certain part where the music gets higher and higher and if there's a climax
- I'm sure it's going to end

You must have thought that you had to be satisfied with these four things, and I think you probably got them right by arranging them or mixing them again to satisfy them.

4. And where I can feel that Apple is so serious about music,
Every SUPER. So the characters on the screen, the scenes that show the function of the actual product, the flow and speed of all these things, and the frequency of the screen transitions were all in line with the tempo of this music.

It works perfectly as well as it can, and Sync has to make it look like a masterpiece.
So from the perspective of people who've seen this, they're like, 'Wow, this is such an impeccable advertisement.'
There was no choice but to say, 'Wow, you made this after washing your medicine.'

This is it for today.