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Powerful story telling, or cynical marketing?

Take a few minutes to watch this video (7:18) shown at Apple’s recent World Wide Developer Conference.

Though it may cause the more cynical amongst us to wince, it can’t be denied that this video demonstrates some pretty powerful story telling. Here are some questions to ponder; I’d love to hear your thoughts and reflections.

  1. How well do you think this video is pitched at the primary audience, and also to any secondary audiences?
  2. What creative devices are used to take the viewer on a journey?
  3. Is there one individual story you connect most with? Why?
  4. Overall how effective would you say this video is?

Google’s self-driving car.

A well-produced video from Google, demonstrating their self-driving car.


  •  I enjoy driving.


  • Has the potential to make the roads much safer and more efficient, increasing the capacity of existing road networks (especially by reducing the number of ‘middle-lane hogs’ on motorways).
  • There could be fewer, and more centralised car parks. Once you’ve arrived at your destination, you can instruct the car to park itself.
  • Could radically change the idea of ‘car ownership’, with the ability to rent/hire a vehicle on a per-trip basis. Massive environmental benefits.

How would you feel about having/using a car like this? Add a comment below.

Out of the box.

A great idea, if a little impractical, this is a beautifully designed concept for a technical manual.

Most phones come with flimsy manuals with complicated language and jargon. These books, which can live on a bookshelf actually contain the phone.

Each page reveals the elements of the phone in the right order, helping the user to set up the sim card, the battery and even slide the case onto the phone.

The second book is the main manual – the phone actually slots into this and becomes the center of attention.

Arrows point to the exact locations the user should press, avoiding confusion and eliminating the feeling of being lost in a menu.