The move

Two founders stand behind a white table lined with small white and black objects, in a plain studio with shelves behind them. Tight shots show a hand with a ring and a cyan interface projected on the palm, including a circular control and a play-style icon. The film moves between those close-ups and the wide table shot.

Why it works

• Our readThe palm projection is the product's signature image, so it gets tight close-ups, and the hand shows how large the interface is.
• Our readThe white table and the black clothes keep the wide shots neutral, so the cyan projection stands out in the close-ups.
• Our readPutting two founders side by side makes the launch read as personal, since they present the product to the viewer themselves.

What not to copy

A bare table works only if the product can be shown clearly in hand. Keep one signature close-up and a plain set that lets it stand out.