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Introducing Craft for iPhone, iPad, and Mac

Craft · Nov 2020 · 2:12 · AI-annotated

00:00:00 / 02:12:04

A single hand-driven tour of one document, moving from iPad to iPhone in long, slow takes that follow the page from grid to checklist. Signature moves are the ghosted-copy page transitions, cards that lift and expand into split panes, and the flat-color title cards that bookend the demo.

Footage neededEstimated needs: 3 capture groups — your screens or recordings · 24 filmed passages — shoot, supply or replace · 1 3D passage — build or supply

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Introducing Craft for iPhone, iPad, and Mac, scene by scene

· 29 scenes as text

  1. 01 · Demo · 0:00–0:00

    A landscape iPad rests on a desk, its screen filled with a grid of document cards. A finger slides in from the right and taps a card near the bottom. A laptop, an iPhone and green plants sit softly out of focus around the device.

    Camera: Static

  2. 02 · Demo · 0:00–0:01

    A tablet stands angled on a desk next to a laptop and a plant. A finger taps the screen and presses a button at the bottom; the documents view dissolves into an overlapping ghost as the interface transitions.

    Camera: Static

  3. 03 · Feature reveal · 0:01–0:06

    A hand taps a tablet on a marble desk, selecting lines of a document titled Design showcase. A bottom toolbar slides up, then an Explorations grid of colored cards appears as the finger taps a tool.

    Camera: Static

  4. 04 · Feature reveal · 0:06–0:08

    A hand taps a toolbar button on an iPad app. A bottom panel opens with font options while the document reflows into card blocks.

    Camera: Static

  5. 05 · Feature reveal · 0:08–0:10

    A hand swipes left across a row of card previews on a tablet, then taps one, while the screen shows font style chips and a row of color swatches. The tablet rests angled on a desk beside a laptop and a green plant.

    Camera: Static

  6. 06 · Feature reveal · 0:10–0:16

    A hand taps a tablet on a desk, navigating a design app from a style editor to a document. A purple-to-orange card lifts, expands and slides right into a side panel, ending in a split view of document and detail.

    Techniques: Morph, Split screen

    Camera: Static

  7. 07 · Feature reveal · 0:16–0:21

    A tablet on a marble desk shows a notes app in split view, a laptop and plants behind it. A hand taps the right pane, then drags a card into it while the left pane switches between a card grid and a document.

    Techniques: Split screen

    Camera: Static

  8. 08 · Feature reveal · 0:21–0:38

    A finger works a notes app on a tilted tablet: it opens a page-style menu, enables a cover image, searches 'ipad pro' in a photo grid, and selects a shot. The two-pane layout then folds into one full note.

    Camera: Static

  9. 09 · Feature reveal · 0:38–0:39

    Close-up of an iPad on a desk, with a laptop and plants behind it. A finger taps the screen and the app crossfades from a post list to a full post showing a photo of an iPad with a colorful map wallpaper.

    Techniques: Cursor demo

    Camera: Static

  10. 10 · Feature reveal · 0:39–0:40

    A hand swipes down an article on an iPad, revealing feature cards beneath a background customization section. The tablet sits on a white desk with a laptop and green plants behind it.

    Camera: Static

  11. 11 · Feature reveal · 0:40–0:41

    A hand swipes up across an iPad showing a Craft note with an Explorations grid of small cards, the list scrolling as the finger moves. The tablet rests on a white desk between a laptop and a potted plant.

    Camera: Static

  12. 12 · Feature reveal · 0:41–0:44

    A locked-off close-up of an iPad shows a finger swiping up through a design document. The content scrolls past a macOS preview image and body text into a screenshot marked Custom backgrounds and Patterns light and dark mode.

    Camera: Static

  13. 13 · Feature reveal · 0:44–0:47

    A hand taps photo thumbnails in a side panel on a tablet screen, selecting items as the panel updates to show three photos chosen. The tablet sits on a desk beside a laptop and a phone, both softly blurred in the background.

    Camera: Static

  14. 14 · Feature reveal · 0:47–0:52

    A hand taps three design thumbnails on a tablet running the Craft app, then swipes to dismiss the photo picker. The document updates, embedding the chosen photos as a colorful background pattern behind the text.

    Camera: Static

  15. 15 · Feature reveal · 0:52–0:54

    A hand taps and swipes a design document on a landscape iPad, scrolling past a grid of colorful mockups and paragraphs of body copy. The camera holds a locked-off angle on the desk, with a laptop and a potted plant blurred in the background.

    Camera: Static

  16. 16 · Feature reveal · 0:54–0:58

    A hand scrolls a design document on an iPad, then swipes open a right-side panel that first shows a photo picker, then a web page. The tablet sits on a desk between a laptop and a phone.

    Camera: Static

  17. 17 · Feature reveal · 0:58–1:03

    A hand grips the right edge of a Safari pane on an iPad and drags it left, folding the browser away so the Design showcase note expands to full width. The iPad rests on a keyboard beside a laptop and a phone.

    Camera: Static

  18. 18 · Feature reveal · 1:03–1:25

    A hand works a notes app on a tablet propped on a marble desk beside a laptop and a plant, adding an emoji, turning the list into checkboxes, ticking items, and opening an inline document card. The static camera keeps the screen in focus as menus and the link preview slide in.

    Camera: Static

  19. 19 · Feature reveal · 1:25–1:27

    An iPad with a keyboard rests on a marble desk between a laptop and a potted plant, its screen showing a document. The page text and image block begin as an offset ghosted copy and settle into a single view.

    Camera: Static

  20. 20 · Demo · 1:27–1:28

    A hand holds a phone showing a two-column document feed while a second finger swipes up to scroll the cards. A laptop desktop and a potted plant sit softly blurred in the background.

    Techniques: Cursor demo

    Camera: Static

  21. 21 · Demo · 1:28–1:39

    Close-up of a hand holding an iPhone before a blurred laptop and plant; the finger scrolls a Notes page, toggles a checkbox, and types “Create video” on the keyboard.

    Camera: Static

  22. 22 · Demo · 1:39–1:43

    A hand holds an iPhone displaying a notes checklist above a stack of link cards; the other finger taps the cards, marking them selected and opening a bottom toolbar with style and layout tools. A laptop and a green plant blur the background.

    Camera: Static

  23. 23 · Demo · 1:43–1:51

    A hand holds an iPhone showing a notes checklist while a finger taps boxes and scrolls the page, revealing a header image and a grid of option cards. A laptop with a colorful wallpaper and a potted plant sit blurred in the background.

    Techniques: Cursor demo

    Camera: Static

  24. 24 · Demo · 1:51–1:52

    A pair of hands holds an iPhone in front of a laptop, scrolling a Slack article past exploration cards while the laptop's colorful home screen stays blurred behind.

    Camera: Static

  25. 25 · Demo · 1:52–1:53

    A hand holds an iPhone showing an app that refreshes from a text view to a checklist, the screen text briefly overlapping mid-transition. A second hand gestures beside the phone and ends in a thumbs up, a laptop blurred in the background.

    Camera: Static

  26. 26 · Demo · 1:53–1:59

    A hand holds an iPhone in front of a blurred laptop and plant. The app scrolls through a document titled Design showcase, the finger flips on the Secret link toggle, a confirmation banner drops in, and the screen opens to a blank white page.

    Camera: Static

  27. 27 · Product intro · 1:59–2:03

    A hand holds an iPhone showing a craft.do document that fills with text and a blue card, before a laptop and plant. It cuts to a white card with the craft logo and the blue headline “A fresh take on documents”.

    On-screen text: “A fresh take on documents”

    Camera: Static

  28. 28 · Product intro · 2:03–2:06

    A white title card holds the craft logo and the centered headline, framed by flat colored shapes, while a faint tilted 3D phone mockup fades out behind the text.

    On-screen text: “A fresh take on documents”, “craft.do”

    Techniques: 3D mockup

    Camera: Static

  29. 29 · CTA · 2:06–2:12

    A MacBook, iPad and iPhone sit side by side, each showing the Craft document app, on a white field with scattered colored shapes. The line 'Available for iPhone, iPad and Mac' and two App Store badges hold below the devices in a locked-off end card.

    On-screen text: “craft.do”, “A fresh take on”, “documents”, “craft.do”, “Available for iPhone, iPad and Mac”, “Mac App Store”

    Camera: Static