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Jony Ive Shows The Real Process Behind the Ferrari Luce

Jony Ive Shows The Real Process Behind the Ferrari Luce

Cleo Abram@CleoAbram
YouTubevideo

Jony 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.

Cleo Abram@CleoAbram
Views
878.7K
Likes
27.7K
Comments
5.1K
Topics
Ferrari Luce Electric VehicleAutomotive Design InnovationJony Ive Design PhilosophyFuture of Electric CarsCars

Analysis

TitleJony Ive Shows The Real Process Behind the Ferrari LuceCleo Abram
Thumbnail

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.

The intro — as said out loud
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?
How it's built5 beats
  1. 01
    The Direct Provocation

    Challenge the viewer immediately and label the subject as controversial.

  2. 02
    The Broken Promise

    Explain how the subject goes against everything previously expected or promised.

  3. 03
    The High-Access Tease

    Establish authority and exclusivity by showing where you are and who you're talking to.

  4. 04
    The Mass Appeal Pivot

    Tell the audience that even if they aren't the primary 'user' of this thing, it still matters to them personally.

  5. 05
    The Logical Gap

    Ask the 'dumb' or 'obvious' question that the viewer is likely thinking to validate their perspective.