A scene from real life
A situation the viewer recognises sets the context faster than an explanation. It costs the most to shoot, and it needs a clear link to the product later.
21% of launch videos · 80 examples from 48 brands · median 3.8 s
A template to adapt
Show [your customer] in [the moment just before they need you], with no product on screen yet.
How a video lands here: Live action, with nobody addressing the camera.
0:00–0:02Suno · Suno: Memory SongAn older and a younger woman sit on a pink sofa in a sunlit living room, leafing through a photo album on a coffee table. A pill caption with a note icon types in word by word at left, then blurs and fades.
0:00–0:01Cursor · Meet Cursor 1.0A man in a dark shirt sits in a softly lit room as a pair of hands holds a clapperboard in front of him; the clapper stick snaps shut. The board reads SHIPED and 1.0 Release.
0:00–0:03The Browser Company · “Who are the Beatles?” | An Arc Search ad from 1961A woman in glasses and a cream embroidered top holds a small bouquet of white and yellow flowers, gazing down. The white serif year 1961 fades in over her chest. The frame cuts to a vintage wooden television showing a man in a suit against a blue brick wall.
0:00–0:00The Browser Company · Call Arc | For questions on the goA hand lifts a cream telephone handset off a wooden table beside a small device with a blue button, then cuts to a man in a white t-shirt pressing the handset to his ear with a tense expression.
0:00–0:02Rabbit · 9 days until the pixels reveal.Fading in from black, a top-down view shows a woman with dark curly hair on a striped pillow, her eyes opening. A red panel rises from the bottom edge as a large Chinese character scales up.
0:00–0:05The Browser Company · Arc 1.0 | Everything or nothingGrainy black-and-white footage shows a glider releasing from a launch tower over a fog-covered lake and flying out of frame. The misty horizon holds as the white serif words version and 1.0s appear centered and large.
0:00–0:01Mercury · All Startups Start SomewhereAn orange goldfish with flowing fins swims inside a round glass bowl, smooth pebbles resting at the base. The fish turns its body and drifts toward the left against a soft, out-of-focus warm background.
0:00–0:02The Browser Company · Introducing Arc for iPhoneA flash-lit still of a messy desk with a white laptop, pizza and a plant; the word Home fades in over the screen, then a cut to a black and white woman at a laptop in a dark room.
0:00–0:00Framework · Introducing the Framework Laptop 16A person seated under a wooden desk lifts a silver laptop out of a black backpack, the Apple logo facing the camera. The hand grips the lid as the device rises into frame.
0:00–0:01Revolut · Revolut Your Way In (Transfers)A wide shot of a dim, modern apartment at dusk. A woman pedals a stationary bike in the middle of the living room, a city skyline glowing through floor-to-ceiling windows. Warm lamps, a sofa and armchairs fill the room; the camera holds a static wide frame.
0:00–1:00Teenage Engineering · OP–1 field overviewTop-down locked-off shot of a white OP-1 Field on a gray surface. Hands enter to press the navigation buttons, turn the orange knob, and play the keyboard pads, while the small screen cycles between synth dials and waveform views.
0:00–0:01Eccasion · Tech Explainer Video Example: Eccasion EV Platform | Beliv8 Motion StudioA black BMW i4 coupe sits on a brick driveway outside a dealership. The shot fades in from a bright white wash to full color while the beliv8 badge stays fixed in the top-left corner.
0:00–0:03Framer · Introducing the Framer MCP: Connect your favorite AI tools to FramerAn overhead bedroom shot shows a woman asleep in blue pajamas, with a cream sleep mask and hands resting on a pillow. A phone lights on the bedside table while she remains in bed.
0:00–0:00DJI · DJI Osmo Pocket 4P is now available in Pearl White—the Dual-Camera Cinematic Pocket Gimbal Camera.A white pocket gimbal is lifted out of an open dark handbag; the very short, moving close-up reveals its dual camera head.
0:00–0:01Attio · Introducing the architecture for agentic revenueArchival color close-up of a telephone switchboard with rows of sockets and a corded plug. The camera tracks past the connected jack, changing the angle.
0:00–0:00Spline · We built an Overcooked style game with Spline and Opus 5.5 🍕#3d #opus #spline #gamedev #interactiveA hand rests on a laptop trackpad on a wooden desk, a leafy plant behind it. The Spline viewport on screen shows a low-poly kitchen with round green trees, the 3D view orbiting slowly. A white outlined caption is locked at the top.
0:00–0:02Ramp · Introducing Glass. Make your entire company smarterA man peeks over a beige office partition, just his eye showing, with a blurred plant leaf in the foreground. The camera pushes in to a tight close-up of his face through the soft-focus divider, holding a deadpan stare.
0:00–0:00Zentist · Caviar Healthcare Software Promotional Video | Zentist x MotionCueA woman in white and sunglasses reclines in an office chair, feet on a desk, sipping from a plastic cup. A blurred notebook and mug sit in the foreground. At the bottom, a red SPEAKER dot sits above a white caption that fills in word by word.
0:00–0:01OpenAI · Introducing GPT-6 in ChatGPT with Intelligent UIA man in a plaid shirt carries a cardboard box packed with plastic bags and a bottle through a doorway. The camera pushes in with him, then he passes out of frame and the shot settles on the dim room with a pleated table lamp.
0:00–0:02Pika · Nano Banana 2.1 On PikaAgainst a blue-gray studio backdrop and warm ceiling panel, the white NOW ON PIKA headline and glossy black Pika mark hold while four colored gloves enter with a plum, peach, cherries and pear. The opening briefly resolves from soft focus.
0:00–0:01Runway · Introducing Runway Ads | RunwayA person in a white tee holds two blue soda cans over their eyes, grinning between them, then the shot pulls back into a white photo frame against black.
0:00–0:04Nothing · Headphone (1) Pro - a new approachExtreme macro close-up of a black circular speaker driver against a blurred peach background, with a small red square in the lower right corner. The frame stays locked off while white subtitle captions appear at the bottom center.
0:00–0:01OpenAI · Introducing dots, always-on agents built to handle everything.A dark interior stays out of focus. A silhouetted figure sits center frame, a bright laptop screen glows to the right and a lit window to the left. The shot holds steady with no sharp detail, reading as a moody establishing frame.
0:00–0:01Anthropic · Introducing Claude Sonnet 5.5A dark spacecraft window frames Earth's blue horizon and white cloud cover against black star-filled space. The planet's surface drifts slowly as the craft orbits, while the window frame and a small orange latch stay fixed.
0:00–0:05Flux Theory · Flux Theory launch film with Ranbir KapoorA pajama-clad man sleeps with hands folded on his chest. The view moves from above toward the side of the bed as a large sheet is drawn across the foreground; this is continuous camera and fabric movement.
0:00–0:01Autodesk · Autodesk Forma Launch Film at Autodesk University 2026A fast, blurred view passes windows and vertical supports with green foliage and city buildings outside. The white Autodesk watermark anchors the lower-right corner. No bird is visible in this opening shot.
0:00–0:02Pulse Local · Introducing Pulse LocalA natural green leaf with droplets is revealed by a fade from black on dark wet bark; the top-down composition remains locked.
0:00–0:00ElevenLabs · Introducing Studio 4.0, the agentic video editor in ElevenCreativeA wide aerial view of jagged grey peaks above green forested valleys under a thin cloud band. A dark rounded mask grows from the top-left corner, curving across the frame as the scene begins to close.
0:00–0:03Apple · Shot on iPhone 18 Pro: "new trick” by ROSÉLow-angle shot of a hand gripping a mic stand beneath a wooden ceiling, then the frame opens to a wide view of a blonde singer fronting a band in a large hall, before a tight close-up of her singing into the mic.
0:00–0:00Pika · The new Pika platformA man in a yellow vest reclines with eyes closed at a wooden desk, his hand resting on a mouse beside a laptop. A glossy black flame-shaped 3D form hovers in the center of the frame. Crumpled paper and a green apple sit blurred in the foreground.
0:00–0:00Apple · Introducing the new iPhone DuoA hand whips a blue iPhone into the center of the frame against a bright white backdrop, tilting it so the lock screen with a beach wallpaper is visible, then pulls it out of frame again. Heavy motion blur marks the fast, casual movement.
0:00–0:00Apple · Introducing the new Apple Watch Series 12: the most accurate heart rate sensing in a wearableAgainst pure black, a dark green circular device bearing a cluster of small round lights, two glowing bright, briefly appears left of center before fading back to black.
0:00–0:00Loud · Motion Graphics SaaS Product Launch Video | LoudThe clip fades in from black to a dim close-up of a seated player holding a black electric guitar with a light pickguard. The left hand frets the neck while the right hand rests over the body, all lit against a yellow-green glow.
0:00–0:04OpenAI · Introducing GPT-6 Astra for developersOverhead view of a wooden desk on a patterned rug holding a closed laptop, a phone, and a mug. A woman in a blue shirt steps up, rests her hands on the laptop lid, then lifts it open. White title text builds in at lower left.
0:00–0:09OpenAI · Introducing GPT-6 Astra: the most intelligent and aligned model in the world.A person with white hair sits in a wooden chair in a bare concrete room, facing a large dark screen. The year 1979 appears in yellow on the screen, then a small yellow circle is drawn near the top as a blue dot cursor moves.
0:00–0:01Mercury · Money is your material. Give it shape.A dark macro shot of a wet, ridged surface. Water droplets and small bubbles cling to the diagonal edge while a thin drip falls through the center. Soft circular bokeh blurs in the deep background. The motion is slow and minimal.
0:00–0:00Luma AI · Luma AI to Launch Native Arabic-Language Interface for Saudi and Arabic-Speaking Creative CommunityExtreme close-up of a cheetah's face fills the frame, the amber eye centered. Individual hairs and black spots stay sharp in warm light. The eye blinks shut in the final beat.
0:00–0:00Spline · Hana V2 is here to stay 🌸 #3d #3danimation #uiux #productdesign #graphicdesignThe camera tilts down from a white wall corner, past a green plant, to a laptop on a desk showing a dark Hana interface, while a black label reading “Designing with” stays fixed at the top.
0:00–0:01Pika · Gemini Omni 1.1 Flash on the Pika API ClubA glossy black 3D shape, like a stylized animal head, hovers at the center of a dusk parking lot. The camera dollies forward past a storefront with palm trees and parked cars while the shape stays fixed in frame.
0:00–0:01Pika · Wan 3.0 Prime on the Pika API ClubA hand in a rust ribbed sweater holds a glossy black curved object flat in an open palm, then the fingers curl shut into a fist to grip it. The backdrop is a soft, out-of-focus warm sky.
0:00–0:00Apple · The new Mac mini with M6On a plain white surface, a white Mac mini with a gray Apple logo on its top face slides in from the left edge and settles at the bottom left, still soft from the motion.
0:00–0:01ClickUp · ClickUp Brain² | AI-Assisted Concept Product VideoA wide mountain valley at dawn, a thick band of fog resting in the valley floor among dark conifers. The camera drifts slowly forward, the foreground trees sliding past the still distant peaks.
0:00–0:02Runway · Seedance 2.5 is Now Available on RunwayA low-angle park shot shows a child in a pink dress walking toward pigeons while a woman checks her phone behind. The white title Seedance 2.5 stays centered over the path, then a pigeon's head rises into the foreground and blurs across the letters.
0:00–0:01Anthropic · Introducing Claude Science (now in beta)An extreme close-up holds on a brown human eye in profile. Warm light catches the lashes, brow and skin texture, while the teal background stays soft and out of focus.
0:00–0:00Cursor · Introducing Cursor for iOSA man in a black hoodie sits in a beige armchair in a warm living room, holding a phone upright in one hand. The white title reads across the center of the frame over the shot, which stays static.
0:00–0:01Runway · Introducing Runway Agent 2.0 | RunwayA hand turns through a sketchbook of Tropi Cool packaging, lettering and pineapple-character ideas. The camera moves closely across the drawings.
0:00–0:03Lightmill · LIGHTMILL_ NEXT-GEN_LASER MILLING _ METALS_LM PROMO V1In a dark studio, two metallic robotic arms frame a small white plate on a stand, drifting slowly inward as the camera holds a locked-off center view. The caption types in word by word across the middle of the frame.
0:00–0:02Runway · Introducing Aleph 2.0 | RunwayA woman holds her open palm to a locked-off camera, eyes wide behind it. A small octopus settles on the hand, then a vertical line splits the frame into two panels showing a spider and the octopus. White labels 'Introducing' and 'Aleph 2.0' sit at the edges.
0:00–0:00Google · Introducing Gemini Omni: Create Anything from AnythingA macro close-up of a sunflower's spiral seed head fills the frame, yellow petals fanning out at the edges. The white title Gemini Omni sits centered and static over the flower, locked off with no camera movement.
0:00–0:02Apple · The new MacBook Pro with M5 Pro and M5 MaxA pale gray field with faint horizontal lines holds a thin orange vertical bar at center. A hard cut reveals an extreme close-up of a woman with short black hair and hoop earrings, her eyes cast down.
0:00–0:02Spotify · Your Favourite Artists reveal Spotify 2025 WrappedA red double-decker bus with an LED display reading Wrapped 2023 passes a city street. A woman in a headscarf and two students in blazers raise their smartphones to take a group selfie in front of it.
0:00–0:01Lovable · Introducing our Shopify IntegrationA person in a denim shirt and grey trousers walks right to left carrying a closed silver laptop with a rainbow sticker on its corner, passing a dark chair in front of a vertical slat wall. The shot stays soft and slightly out of focus throughout.
0:00–0:02Lovable · Introducing Lovable Cloud & AIA bearded man in a gray shirt walks into a warm loft living room holding a silver laptop with a multicolor heart sticker. He sits on a brown velvet sofa beside a boy in a navy hoodie and hands him the laptop, which the boy takes.
0:00–0:01Suno · Suno Studio – The first-ever generative audio workstationA musician in a yellow shirt works at a laptop in a warm home studio, the white title SUNO Studio held static at center. A translucent 3D panel showing a timecode and BPM drifts into perspective over the frame.
0:00–0:05Replit · Now Available: Replit Agent 3A bald man with a red beard in a navy jacket and white shirt walks in from the right, sits in a wooden chair against a white wall, and looks at the camera. The shot cuts to a line-drawn glyph in a yellow-to-orange gradient on a gray background.
0:00–0:00Warp · Introducing Warp 2.0: The Agentic Development EnvironmentIn a dim room lined with vintage computers on pedestals, a man in a black T-shirt holds an old beige computer with a red screen at chest height beside a second man in a dark bomber jacket. Both stand still in a locked-off wide shot.
0:00–0:02The Browser Company · Dia Browser | Never Explain Yourself AgainA woman in a floral headscarf and rust apron sets a wooden table outdoors beside a vase of white lilies with cartoon red faces. She looks down at her work while the camera slowly pushes in on her face, all inside a dark red film border.
0:00–0:00Windsurf · Windsurf Wave 10 – Day 2: Windsurf BrowserA person in black walks in from the left carrying a laptop through a foggy, green-lit studio. A wooden stool stands centered as white letters F, A, E and a slashed circle pop in one by one on the wall.
0:00–0:00Luma AI · Luma AI - Introducing Modify VideoA man in a teal shirt, red glasses and headphones jumps in front of a beige garage door, then the footage shifts into a painted, cel-shaded look as orange light streaks sweep across the frame.
0:00–0:01Windsurf · Windsurf Wave 9: Introducing SWE-1, Our Frontier ModelsExtreme close-up of a person's eyes behind blue-framed glasses, lit in purple against black. Lines of code reflect in the lens as the shot holds and the reflection sharpens.
Showing 60 of 80 examples.