- Designer: Apple's Internal Creative Team
- Category: Video Design — Technology
- Project Brief: Create a technology video that introduces the new MacBook Pro and its PROLED XDR display through cinematic product shots, synchronized storytelling, and dynamic demonstrations of its features.
A technology video design can make a big shift feel natural when the script answers the question viewers already have. Apple’s reveal for the new MacBook Pro with a PROLED XDR display introduces the first Mac with a touchscreen, while keeping the macOS gestures and keyboard shortcuts users already know.
The voiceover leans into the urge to reach out and touch a great screen, then lets the product respond. Words like “swipe and drag” land at the exact moment a hand does it on screen, so the new input method makes sense without any extra explanation.
Close macro shots show off the tandem OLED panel’s deep blacks and sharp contrast, with vivid red artwork glowing against a dim studio. A clean white title card reading PROLED XDR Display floats over the scene and keeps the focus on the screen itself.
Subdew’s “You Wanna Play God” sets a driving beat as the film moves from the display to the M5 Pro and M5 Max chips inside. The final shots turn to portability and battery life, so pro users see a machine that balances power with the freedom to work anywhere.
