The move

The teaser opens on a thin side profile of a dark phone against white, then turns to its see-through back. Later it cuts to dark close-ups: concentric coil rings, screws, a textured panel and a glowing bar and dot. Near the end, the front screen appears angled against white.

Why it works

• Our readShowing the see-through back against clean white first sets up what is unusual before the dark macro shots reward a closer look.
• Our readTight shots of screws, coils and lit bars make the internals look designed, so the teaser sells craft.
• Our readMoving from white to black and back to white marks a change from object to light and back, which gives the short film a shape.

What not to copy

A teaser like this works only if the product has a signature look to photograph. Copy the white-to-black structure and close macro shots, not the transparent design.