# Apple — Don't Blink

A 107-second recap of Apple's September 2016 event, told almost entirely in single words that flash on black and white title cards. Product shots (iPhone 7, AirPods, Apple Watch Series 2) and a few live-action gags are cut between the type at the speed of the music, and the film ends by dropping a lavalier mic.

- Code: LN-0840
- Kind: Launch film
- Format: Kinetic type film
- Brand: Apple
- Length: 118.9s · 27 beats · 13.6 beats/min · 69 hard cuts
- Industry: Consumer electronics, Hardware
- Style: Kinetic type, Big type, Fast cutting, Beat-synced edit, Humorous, Music-led, No voiceover, Minimal
- Original: https://www.youtube.com/watch?v=jk6sz25OZgw
- Full breakdown: https://cutmap.co/v/apple-don-t-blink

## The breakdown

The full breakdown has eleven sheets: Snapshot, Opening, Structure, Timeline, Rhythm, Look, Movement, Sound & words, Why it works, Production, Build brief. It is available to Cutmap Pro members at https://cutmap.co/v/apple-don-t-blink.