30 Days Of B-Roll: Unboxing My iPhone SE (Day 3)

After a little over four years, my wife and I finally upgraded from our iPhone 6S devices to the new iPhone SE that recently came out. I may want to do a review video on it at a later time.

However, the inspiration for this video actually came from the real iPhone SE ad that I recently saw being promoted. It’s a Japan based ad and the story of it is quite simple.

If you are familiar with Apple products, you’ll know that there is a very distinct trait about their product packaging which makes for a completely separate and unique experience in itself.

In the ad, we first see a man swiping the things off his table to make room for the unboxing his new iPhone.

We then see and hear one of the sounds that Apple fans all know and love, which is the actual opening of the box itself. In this case, we see the box slide out from underneath its cover.

The next and final shots show the man removing the protective plastic covering from the phone.

Once the plastic is removed, the ad ends with the message 手にしたくるものを手にしやすく, which roughly translates to “it’s easy to get what you want“.

I was intrigued by the simplicity of the short sequence, and realized I was most drawn to it because of the ad’s clever use of sound!

It seems like the creators of the ad may have tried to appeal to the ASMR experience of viewers. For those unfamiliar with ASMR, here’s what Wikipedia has to say about it.

Autonomous sensory meridian response (ASMR), sometimes auto sensory meridian response,[2][3][4] is a tingling sensation that typically begins on the scalp and moves down the back of the neck and upper spine. A pleasant form of paresthesia,[5] it has been compared with auditory-tactile synesthesia[6][7] and may overlap with frisson.

ASMR signifies the subjective experience of “low-grade euphoria” characterized by “a combination of positive feelings and a distinct static-like tingling sensation on the skin”. It is most commonly triggered by specific auditory or visual stimuli, and less commonly by intentional attention control.[1][8] A genre of videos which intend to stimulate ASMR has emerged, of which over 13 million are published on YouTube.[9]

Wikipedia, Link to article: https://en.wikipedia.org/wiki/ASMR

Recreating this ad shot for shot was a little more difficult than I imagined, mainly because all I had was myself. For the most part, all the main shots are in there.

I decided to skip adding in music since, 1) I couldn’t really find a good track for the video, and 2) I wanted to really emphasize the plastic peel back sound at the end.

There were some points I felt could have used some improvement. I think the foley for the first major sound effect of the box sliding out could have been better. I felt the length was a little too short.

This was one of those instances where I probably should have just recorded the audio myself. Instead I thought it would be better to use some stock sound effects. The last shot of the plastic peel back was all originally recorded though 🙂


This content is part of an ongoing self-challenge to create b-roll for 30 days. I must emphasize the absence of the phrase “consecutive days”. If this were the case, then I would have already failed this challenge. But I am committed to seeing this through! If you’re interested, follow my tag #30DaysOfBRoll on my blog here.

I also have a YouTube channel, which is where I will be uploading my videos respectively. If you wanted to have a sneak peak at what I might be publishing next on the blog…


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