The move

The reveal shows only a narrow red edge with a round dark button against black, then a small white glow. The device then appears on pale grey, tilting to show its rabbit-mark screen, red scroll wheel and side port. On stage, a presenter in a black t-shirt holds it before a screen showing the device and "teenage engineering".

Why it works

• Our readShowing one surface at a time builds attention before the product is complete, and the red against black makes the object easy to recognize afterward.
• Our readThe stage holds the speaker, the device in hand and one large image of it beside the r1 and teenage engineering marks, keeping attention on the object.

What not to copy

This works for a physical object with a distinctive color. For software, keep the withholding but swap the red slab for one real interface detail.