Jony Ive Shows The Real Process Behind the Ferrari Luce
Cleo Abram@CleoAbramJony Ive Shows The Real Process Behind the Ferrari Luce
Cleo Abram explores the Ferrari Luce, the company's first all-electric car, at a secret track in Italy. She interviews designers Jony Ive and Flavio Manzoni about the vehicle's risky design choices, like adding more physical buttons and removing screens. The conversation focuses on how this car represents a massive shift for the future of the automotive industry.
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Analysis
Cleo Abram explores the Ferrari Luce, the company's first all-electric car, at a secret track in Italy. She interviews designers Jony Ive and Flavio Manzoni about the vehicle's risky design choices, like adding more physical buttons and removing screens. The conversation focuses on how this car represents a massive shift for the future of the automotive industry.
A red Ferrari drives down a road, framed by a woman with a microphone on the left and Jony Ive on the right. A hand-drawn white arrow points directly at the car to emphasize the subject. A bright neon green banner at the bottom contains bold black text identifying the speaker.
You ready for this? This will be a controversial car. A car Ferrari said they'd never make, that will probably be the most controversial car they've ever made and will definitely be a massive risk So, I'm at a secret track in Italy to get a first look before it launches and talk to the two people most responsible for it This conversation isn't for the 14,000 people that will buy Ferraris this year. ... This is a HUGE* Conversation, meaning that it's a conversation for the millions of people that are really excited about new technology And I thought, why didn't Ferrari make a two-seater sports car in red with fake engine sound to be as similar as possible to what people expect in a Ferrari?
- 01The Direct Provocation
Challenge the viewer immediately and label the subject as controversial.
OriginalYou ready for this? This will be a controversial car.
- 02The Broken Promise
Explain how the subject goes against everything previously expected or promised.
OriginalA car Ferrari said they'd never make, that will probably be the most controversial car they've ever made and will definitely be a massive risk
- 03The High-Access Tease
Establish authority and exclusivity by showing where you are and who you're talking to.
OriginalSo, I'm at a secret track in Italy to get a first look before it launches and talk to the two people most responsible for it
- 04The Mass Appeal Pivot
Tell the audience that even if they aren't the primary 'user' of this thing, it still matters to them personally.
OriginalThis conversation isn't for the 14,000 people that will buy Ferraris this year. ... This is a HUGE* Conversation, meaning that it's a conversation for the millions of people that are really excited about new technology
- 05The Logical Gap
Ask the 'dumb' or 'obvious' question that the viewer is likely thinking to validate their perspective.
OriginalAnd I thought, why didn't Ferrari make a two-seater sports car in red with fake engine sound to be as similar as possible to what people expect in a Ferrari?