12 product launch videos, sorted by format

A product launch video is the film, or more often the small family of films, that a company releases to announce a new product. If you only watch three, start with Google’s Pixel 9 Pro teaser (2024), where Gemini writes a breakup letter to your old phone before the new one appears. Then Dyson’s WashG1 introduction (2024), which explains a wet floor cleaner in 36 seconds with a color-coded cutaway of its cleaner head. Linear’s Initiatives walkthrough (2024) is the one I’d show a software team, because the real interface stays full screen and the presenter sits in a small bubble in the corner.

At Moonb, the studio I co-founded, the launch brief I see go wrong most often is the one that asks a single video to do every job. It comes out too long for the feed, and the buyer who wanted detail still doesn’t get any. So I sorted this list by format, six of them, with two launches each.

The twelve at a glance

Launch	Format	Runtime	What I’d take from it
Samsung Galaxy Z Fold7 (2025)	Hero film with cutdowns	4:47	Chapters that double as cutdowns
Oura Ring 4 (2024)	Hero film with cutdowns	0:31	Feeling in the hero; the tech claim gets its own same-day film
Linear Initiatives (2024)	Product demo walkthrough	4:15	UI full screen, presenter in a corner bubble
Warp 2.0 (2025)	Product demo walkthrough	2:27	Timestamps, so viewers skip to their question
rabbit r1 (2024)	Founder announcement	25:30	The product stays in the founder’s hand
Humane Ai Pin (2023)	Founder announcement	10:35	Put the price in a plain card on screen
Google Pixel 9 Pro (2024)	Teaser	0:30	The feature being sold writes the teaser
New Raycast (2025)	Teaser	0:39	Cropped fragments of the real interface
Figma Motion (2026)	Motion design reveal	1:09	Show the animation next to the setting that made it
Duolingo Chess (2025)	2D and character animation reveal	1:52	The course’s own character announces it
Dyson WashG1 (2024)	3D technical reveal	0:36	Color-code the mechanism so it reads with the sound off
Meta Quest 3 (2023)	3D hardware reveal	1:18	Exploded render, then straight to a person using it

1. Hero film with cutdowns

The hero is the film the launch page and the press kit point back to. It only travels across channels if the short versions were planned into it at the storyboard stage. Trying to find them in the edit afterward is miserable.

Samsung, Introducing Galaxy Z Fold7 (2025)

Samsung’s Fold7 hero is a relaxed, podcast-style conversation between two users, captioned as Mia and Jordan, with kinetic captions popping up beside them and cutaways to the phone in use. At 4 minutes 47 seconds it’s long for a phone film. The thumbnail pairs “Introducing Galaxy Z Fold7” with a woman holding the thin phone, and the headline spec is in the description: “just 4.2 mm when open and 8.9 mm when folded.”

Now look at the chapter markers in that description (Intro, Design, Hardware, Battery, Now Brief, Gemini Live, Camera and more). Ten labeled segments in one long conversation, and with breaks that clean, each segment can ship as a short without a re-edit.

Samsung’s main channel posted it on July 9, 2025, with an official unboxing the same day, and within the week the Samsung Newsroom channel added a 1:09 design film for the Fold7 and Flip7 (July 13) and Samsung Nordics a 30 second Fold7 design film (July 14).

Oura, Introducing Oura Ring 4 (2024)

Oura went the other way and made a feeling-first hero, the sort I’ve collected in my brand video examples. It’s soft, warm shots, a made bed, a close-up of a face and small type lines such as “For your best” and “Your recovery”, then the ring beside its name. None of the on-screen copy gets into specs.

I like this split a lot. The spec got its own 46 second film, “Oura Ring 4: Smart Sensing”, posted the same day as the hero, October 3, 2024, and the launch post from that day describes the ring as “built around Smart Sensing, a breakthrough technology.” So the hero can stay at 31 seconds and go anywhere.

2. Product demo walkthrough

The demo picks up where the announcement stops, when the buyer starts wondering how the thing actually works. Whoever is watching is deciding whether to try it and has questions the hero never answered, so replaying the hero wastes their time.

Linear, Introducing Linear Initiatives (2024)

The description says “Linear’s Head of Product, Nan, walks you through the feature,” and Nan does it from a small circular webcam bubble in the bottom right corner. The rest of the frame is the Linear interface, lists of initiatives and their projects. The product’s documentation calls the feature a way to “group projects around company objectives,” which is what’s on screen.

Linear put this up on June 25, 2024, and it’s the layout I’d hold every software demo to, including the ones in my product demo videos list. What drives me mad is the fifty-fifty split, presenter on one half and a shrunken UI on the other that nobody can read on a phone. Linear hands the whole frame to the product and leaves Nan in the corner, talking.

Warp, Introducing Warp 2.0 (2025)

Warp’s founder and CEO talks straight to camera on a dark set, with labels such as “Edit” appearing over the shot. The launch post went out with the video on June 24, 2025, and introduces it with “Founder and CEO Zach Lloyd introduces the Agentic Development Environment.”

So it looks like a founder video. Read the description, though, and it’s a demo, with timestamps for “The 4 pillars of Warp”, “How to use Warp to code”, “How to use Warp to run multiple Agents in parallel”, the code editor, performance scores and the knowledge base. Developers are skeptical and short on time, and with those timestamps nobody has to sit through two and a half minutes waiting for their question to come up. I’d put them on any demo.

3. Founder or CEO announcement

Put the founder on camera when the product asks people to trust a new idea, the kind where why it exists matters as much as the feature list. Both picks are ambitious hardware launches from 2023 and 2024, and I’m judging them as films, whatever happened to the products later.

rabbit, Introducing r1 (2024)

The Verge’s launch coverage from January 9, 2024, the day rabbit posted this keynote, identifies the presenter as “Jesse Lyu, the CEO and founder” and describes the R1 as “a $199 standalone AI device.” Lyu talks on a dark set and later on a night street, and the small orange device keeps coming back to his hand, with cuts to tight close-ups of the rabbit icon on its screen.

I wouldn’t make a launch film this long. Twenty-five minutes about software is a lot to ask of anyone, and what rescues it is that bright orange object in his hand. It gives the wide shots something to look at, and any cutdown gets a clear product frame for free.

The length didn’t put buyers off, either; by the next day The Verge had added an update that the initial run of R1 units “has already sold out” and pre-orders had opened for a second shipment.

Humane, This is the Humane Ai Pin (2023)

Humane’s own people present this film to camera on a plain gray office set, with no stage and no audience, and its thumbnail reads “Introducing Ai Pin” beside a hand holding the device. The company, founded by Imran Chaudhri and Bethany Bongiorno (both named in a Bloomberg report that The Verge quotes), had unveiled the Ai Pin on November 9, 2023. This film followed on its channel on November 15.

There’s a live translation demo with the Spanish line printed across the frame, and the price sits in a small card beside the presenter: “ai pin, The Complete System, $699.” I’d steal that card, along with the calm tone of the whole film. People want the number, and too many leadership videos make them go hunting for it.

It’s also the clearest reminder on this list that a launch video can’t carry a product. The Verge reported on February 18, 2025 that Humane was “selling most of its company to HP for $116 million” and would stop selling the Ai Pin.

4. Teaser series with countdown

A teaser gives people a way in before launch day, and a reason to come back on it. The good ones show a piece of the real product and ask for one thing, usually a waitlist sign-up or a saved date.

Google, Introducing the Google Pixel 9 Pro (2024)

My favorite on the list, and only 30 seconds. It is built around a Gemini prompt being typed over a dark screen: “Write me a breakup letter. Tell them I’ve found something new… have it start, ‘Dear Old Phone.’” Only after that does the phone appear, under the line “Oh hi, AI.” Made by Google posted it on July 18, 2024, almost four weeks before the full Pixel 9 Pro announcement on August 13, 2024.

The dark, rim-lit phone silhouette is close to set dressing, because the AI Google was selling writes the joke, and the teaser ends up demoing the headline feature. The description asks for exactly one action, “sign up for #MadeByGoogle updates.” The channel posted a matching teaser for the Pixel 9 Pro Fold the same day, so this was planned as a set.

Raycast, New Raycast. Coming 2026 (2025)

This is how I’d tease software. What it shows in 39 seconds is cropped, dark fragments, a glowing search bar and a grid of emoji tiles with one highlighted, then a list of AI actions ticking through “Getting active Linear Issues” and “Creating note with summary.” They all read as pieces of the actual interface, lit for drama, so current users will probably spot details they know and there’s nothing to walk back on launch day. The teaser went up on December 18, 2025, and Raycast’s description calls the new version “our biggest update yet.”

5. Motion design and 2D animation reveal

I reach for motion design when the value is easier to show moving than filmed, like an abstract benefit or an interface that is still changing.

Figma, Introducing Figma Motion (2026)

Figma’s launch post of June 24, 2026, opens with “Motion now lives on the canvas.” The video that went up the same day is a run of bright, flat animated designs, a “The Latest” row of plant cards, a pixel-type “Canyon Crew Meetup” poster and a grid of green icons, with a cursor working among them.

Watch the panel next to the icon grid; it’s easy to miss and it’s the best idea in the video. It’s labeled “Motion Tokens” and lists easing presets named “Brand: Linear”, “Brand: Snappy” and “Brand: Playful.” So you see the animation and the setting that produced it in the same frame.

Duolingo, Introducing Duolingo Chess (2025)

This one mixes plush, three-dimensional puppets at a chessboard, Duo the owl among them, with flat 2D animated characters, including a split-screen gag that labels one player “WINNER” and the other “LOSER.” Duolingo’s blog had announced the course on June 10, 2025, and the video came a few months later, on September 23, 2025. The description is written in the voice of Oscar, the mustached character that Duolingo’s chess course announcement names as the course’s coach: “Finally, a course worthy of my genius… and my mustache.”

I love that they let Oscar announce his own course, in character, right down to the video description. Puppets plus flat 2D is also a style call I’d want settled before anyone starts the animatic (how I make that call is in my piece on animation styles, and our animated explainer examples show eight of those styles in finished work). And since every scene is a self-contained joke, the same assets would cut down easily for social.

6. 3D hardware and technical reveal

3D is for when the detail that matters sits inside the casing, or can’t be filmed cleanly, and I only think it’s worth the render time when the viewer comes away knowing why the mechanism matters. Both of these do, and either would fit in my list of 3D explainer videos.

Dyson, Introducing the Dyson WashG1 (2024)

Dyson spends most of this introduction on a rendered close-up of the cleaner head, the two rollers glowing blue against the red parts inside it, and then pulls back to the full machine on a pale floor. The description of the May 31, 2024 upload spells out what the colors are showing: “Two highly absorbent microfibre filament rollers counter-rotate to lift spills, debris and dried-on stains.”

With the rollers color-coded against the rest of the head, you can follow the mechanism with the sound off, and the pull-back puts it in a real room. It doesn’t have to explain everything in 36 seconds, either, because Dyson also posted a longer 2:42 engineering explainer on the same product.

Meta, Introducing Meta Quest 3 (2023)

Early on there’s an exploded view of the headset, its components floating apart under the line “From the inside out.” Then it cuts to game footage and to a person putting the headset on in a real living room. The reveal and Meta’s newsroom post both went out on June 1, 2023. The post says the headset “starts at $499.99 USD” and tells readers to “mark your calendars” for Meta Connect on September 27.

Coming almost four months before the full reveal, it works as a teaser too. What I’d copy is how quickly it gets from the render to the living room. You learn how the thing is built and what it’s like to wear, and the edit never stays on either long enough to feel like a spec sheet.

Planning backward from the launch date

Once the date is fixed, the first things I want locked, before anyone writes a script, are the one promise, the audience and the call to action. The hero and the demo then get written together so they share terminology, screens and motion assets (the demo half is covered in our guide to making product demos). The cutdowns get storyboarded inside the hero, the way Samsung’s chapter list works, so nobody is hunting for clips after the final export.

Product, legal and brand reviews go on the calendar before production starts. Screens or renders get a freeze date, and I only record after it, because a late interface change means recapturing the screens and redoing the motion on top of them. And one named person gives final approval.

Launch schedules tend to break in the same two places, a review nobody booked and a product that changes late. That’s why I want the launch calendar and the video calendar to be one document, and this product launch timeline is a handy way to lay out the weeks before the date. Some teams now also generate quick variant cuts with an AI product video generator. If you try one, keep the script and every product claim under human review.

One metric per format

Pick one primary metric per format before production, then hold it up against your own previous launch. Generic benchmarks I mostly ignore.

For a teaser, that metric is sign-ups or waitlist clicks. The hero gets judged on watch-through and traffic to the launch page, and the demo on trials, demo requests and how often sales reuses it. With paid cutdowns I look at cost per result and whether the opening seconds hold attention. I care least about raw view counts, because paid reach can inflate them without creating any interest in the product.

On distribution, Atlassian’s product launch video tips (May 2024) recommend recording in “a vertical, or 9:16 aspect ratio,” using close-ups for small screens and adding captions “so viewers can choose to watch without sound.” If you need outside help making the set, our product video companies roundup compares the options.

Where launch videos usually go wrong

The mistake I see most is a video that opens on the feature list, when the buyer only wants to know what changes for them. Close behind it are scripting before the team agrees on the message and recording an interface that is still moving. Then the short hero slowly grows into a long product tour, nobody thinks about sound-off viewing until captions get bolted on at the end, and everybody with an opinion has approval rights. The one I’d fix first, though, is treating the video as the whole launch, with nothing planned for sales, onboarding or the weeks after.