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Logic will get you
from A to B.
Imagination will
take you anywhere.

Albert Einstein

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Apple

With the introduction of the iPad came a new style of tutorial video that placed the product in stylized environments rather than a white void. Voiceovers replaced the on-camera presenter, and the product became the center of attention. It was another lesson in simplicity, and very much in keeping with Steve's idea that the product should speak for itself.

iPad Introduction
Director, Roy Cox
Producer, Brian Pratt
for Apple

Roy Cox Productions
produces corporate
video and documentary
films for television,
marketing events
and the Web.
 
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