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Introducing Arc for iPhone
The Browser Company · Mar 2023 · 0:41
00:00:00 / 00:40:23
The video builds the home metaphor through grainy black-and-white montages of desks, suitcases and moving, then lands on clean gradient UI cards and a 3D house-on-balloons gag. Signature moves: locked white serif lines held over moving footage, hard cuts between film grain and bright 3D, and soft folder cards that slide and dissolve.
Footage neededEstimated needs: 3 capture groups — your screens or recordings · 25 filmed passages — shoot, supply or replace · 1 graphic passage — draw or supply · 4 3D passages — build or supply
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Introducing Arc for iPhone, scene by scene
· 38 scenes as text
01 · Hook · 0:00–0:02
A 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.
On-screen text: “Home”
Camera: Push in
02 · Hook · 0:02–0:03
A woman sits in a dimly lit room, looking at a laptop screen. Large white serif text reading 'Home' is centered over the footage, while smaller text scales in the background.
On-screen text: “INSUR”, “WAY YOU LIVE.”, “Home”
Techniques: Kinetic type
Camera: Static
03 · Hook · 0:03–0:04
A person lies on a bed in a dark room, head on a pillow, face faintly lit as they look down at a laptop glowing in the foreground. The shot stays static and dim.
Camera: Static
04 · Hook · 0:04–0:05
A man with glasses sits at a desk in a dim office, facing a laptop. Static medium shot with a dark pillar in the left foreground; low-key lighting leaves only his face and the desk faintly lit.
Camera: Static
05 · Hook · 0:05–0:06
Black-and-white shot of a woman seen from behind in a bright room with sheer curtains, holding a laptop up so its screen shows a yin-yang symbol. Vertical scratch lines and grain run across the frame as she tilts the device.
Camera: Static
06 · Hook · 0:06–0:07
In near darkness, a person leans over a tablet whose screen glows white. A hand reaches down and taps the lit display, the only light source in the frame. The shot stays tight and static on the interaction.
Camera: Static
07 · Problem · 0:07–0:07
Black-and-white footage of a man in a dim room turning to face the camera on a locked-off frame. White serif text builds in the center, starting with “What” and adding “if”.
On-screen text: “What”, “What if”
Techniques: Kinetic type
Camera: Static
08 · Problem · 0:07–0:08
Top-down view of a dark navy backpack with a chrome handle on a teal surface; the shot starts blurred and sharpens as a hand reaches in from the right. The caption “What” holds static.
On-screen text: “What”
Camera: Static
09 · Problem · 0:08–0:09
Overhead shot of an open black bag resting on a metal frame against a dark teal surface. A hand in a gray long sleeve reaches into the bag and pats the interior lining.
Camera: Static
10 · Problem · 0:09–0:09
A person with shoulder-length brown hair in a blue sleeveless top, seen from behind, reaches both arms up into the top shelf of an open closet. The shelves hold cardboard boxes, orange books, and bags. The figure lifts a box on the upper shelf.
Camera: Static
11 · Problem · 0:09–0:09
A person in a blue shirt reaches into a warmly lit closet packed with boxes and bags, seen from behind. The shot cuts to a close-up of a hand holding a white cloth over dark objects, with white serif text centered across the frame.
On-screen text: “you could bring home with you”
Camera: Static
12 · Problem · 0:09–0:11
A person in a blue shirt reaches into a warmly lit closet packed with boxes and bags, seen from behind. The shot cuts to a close-up of a hand holding a white cloth over dark objects, with white serif text centered across the frame.
On-screen text: “you could bring home with you”
Camera: Static
13 · Problem · 0:11–0:12
A snail with a brown shell crawls across a pebbled surface, soft green foliage blurred in the background. A white serif caption sits across the frame's center, present at the start and gone by the end.
On-screen text: “you could bring home with you”
Camera: Static
14 · Problem · 0:12–0:13
Close-up of two hands pressing the lid of an overstuffed brown leather suitcase shut. Colorful folded clothes and a dangling white cord peek from the gap as the lid closes, on a table covered with a brown knitted blanket.
Camera: Static
15 · Problem · 0:13–0:13
A man in a grey suit and tie leans over a bed, opening a brown handbag and lifting out folded papers. The room holds a grandfather clock, a bedside lamp with a framed photo, and a black poster on the wall.
Camera: Static
16 · Problem · 0:13–0:14
A long-haired person in a white shirt hurries through a dim interior, bending over a chair piled with clothes and moving toward the right wall. The handheld camera follows the quick motion in low, warm light.
Camera: Pull out
17 · Problem · 0:14–0:15
A person in a white shirt shakes out a large white and blue canopy with yellow trim in a desert of Joshua trees and low hills. Blue gear bags rest in the foreground as the fabric billows.
Camera: Static
18 · Problem · 0:15–0:16
A family rushes through a patterned hallway, a man in red hauling a suitcase down the stairs while a man in green sprints past, then a cut to a man loading the trunk of a parked car on a leafy driveway.
Camera: Static
19 · Problem · 0:16–0:16
A woman in a white sun hat and coral top walks away from the camera, carrying a blue backpack and a tan bag, toward a parked blue convertible. A second person in purple stands at the right edge, with trees and a trailer behind.
Camera: Static
20 · Problem · 0:16–0:17
A person in a white shirt is shoved flat into the open back of a yellow and white van, then rises to push the rear panel while a second white-shirted helper and a person in maroon press in from the sides. Tight handheld framing on the van's tailgate.
Camera: Static
21 · Problem · 0:17–0:18
A man in a white suit pushes the rear of a yellow and silver VW van in a parking lot. A woman in a green top and floral skirt steps out of the open side door while a seated woman in red watches. The camera tracks sideways with the van.
Camera: Static
22 · Problem · 0:18–0:19
A red bus stacked with luggage drives head-on toward the camera over a gravel ridge, kicking up a wide cloud of dust against a hazy teal horizon.
Camera: Static
23 · Problem · 0:19–0:22
Four children stand with their backs to the camera before a large window screen, watching a woman in a red dress and white sunglasses while a house rises into the sky on a bunch of colorful balloons. The kids tilt their heads up to follow it.
On-screen text: “SPYED CONTROL”
Camera: Static
24 · Problem · 0:22–0:23
Three 3D animated characters stand before a large window set into a brick wall. A small floating object hovers in the sky above; the man in a striped polo and the woman in red turn their heads upward in surprise, while a young girl in purple watches between them.
Camera: Static
25 · Problem · 0:23–0:24
White serif text reading “You can” sits centered on a plain black background, held static for the full shot.
On-screen text: “You can”
Camera: Static
26 · Problem · 0:24–0:24
Black-and-white tracking shot: a man in a fedora and suit pedals a bicycle leftward across the frame, the building facade behind him streaked with motion blur.
On-screen text: “You can”
Camera: Push in
27 · Product intro · 0:24–0:26
A white smiley face, two pill eyes and a curved mouth, sits centered on a purple gradient. The caption below reads “Hi there”, then the face shrinks slightly and the caption swaps to “Let's go” as the background deepens to purple.
On-screen text: “Hi there”, “Let's go”
Camera: Static
28 · Product intro · 0:26–0:26
A white line-drawn logo hovers above a wide lavender pill button on a soft purple gradient. The button, reading 'Let's go', scales up slightly while the logo holds still.
Camera: Static
29 · Product intro · 0:26–0:27
Black and white footage of a group running hard down a narrow fenced alley toward the camera, the woman in front smiling, heavy motion blur on every frame.
On-screen text: “Let's go”
Camera: Pull out
30 · Feature reveal · 0:27–0:28
A lavender home-page card lists folders with their labels sliding in and a blue sphere icon; it then switches to a pink Crafting card with a yarn ball that holds still on black.
Camera: Push in
31 · Feature reveal · 0:28–0:29
A white serif line reading “Your home on the internet” holds centered on a black field with a soft drop shadow, a faint vertical seam at the right, locked static for the full clip.
On-screen text: “Your home on the internet”
Camera: Static
32 · Feature reveal · 0:29–0:31
A peach “Crafting” folder card dissolves into a “Home” screen on a warm orange gradient, then the rounded folder list scrolls upward past Mood board, Spring plantings and June trip.
Camera: Static
33 · Feature reveal · 0:31–0:32
White serif text reads “is now in your pocket,” centered on a solid black background. The frame is locked off and the line holds still for the full duration.
On-screen text: “is now in your pocket”
Camera: Static
34 · Feature reveal · 0:32–0:33
Black-and-white aerial shot looking up through a parachute canopy, a camera rig hanging in the center opening as it descends. A white serif line is locked in the middle of the frame over the moving canopy.
On-screen text: “is now in your pocket”
Camera: Static
35 · Feature reveal · 0:33–0:34
Grainy black-and-white archival footage of a striped hot air balloon drifting across a pale overcast sky, framed by a dark roof edge on the left and treetops on the right. The white caption sits centered and holds still on a locked-off frame.
On-screen text: “is now in your pocket”
Camera: Static
36 · CTA · 0:34–0:37
A light gray app store screen shows a Search field and three app icons; the middle A icon's background shifts from white to blue, then a hard cut to a 3D street where a house floats on balloons and a white outline A logo hovers in the center. (Spotify left, Messages right, arc logo in the middlee)
On-screen text: “is now in your pocket”
Techniques: Morph
Camera: Static
37 · CTA · 0:37–0:38
A 3D-rendered street between brick buildings; a small house lifted by a cluster of colorful balloons rises slowly into the blue sky while a white line-drawn logo holds the center. The camera is locked off.
On-screen text: “Q Search”
Camera: Static
38 · Outro · 0:38–0:41
A black screen holds the centered white serif title in a locked-off frame with no motion. The text stays static for the full duration.
On-screen text: “Arc for iPhone”
Camera: Static