Teardowns
How the big software companies make their videos
The tools write about tools and the agencies write about agencies. Nobody takes the actual films apart. Each teardown ends with the version you can make this week.
How Figma makes a launch feel like an event — and how to copy it
A pause, then the product. Figma's launches borrow keynote pacing rather than tutorial pacing — and the pause is the only part that actually matters.
21 September 2026How Notion explains a complicated product simply — and how to copy it
Notion can do almost anything, which is exactly the problem its videos have to solve. The fix is narrowing to one task — and it is copyable by any product with too many features to list.
21 September 2026How Stripe films something you cannot see — and how to copy it
Payment infrastructure has no interface. Stripe's videos solve that by drawing one — and the technique generalises to any product whose real work happens off screen.
21 September 2026How Vercel ships a video with almost every release — and how to copy it
Fewer words, more terminal, almost every release. Vercel's ship videos are built for a cadence most companies could actually sustain — if they made the same trade-offs.
21 September 2026How Superhuman sells speed with a demo — and how to copy it
One claim, shown, not told. Superhuman's demos sell speed by removing everything from the frame that isn't speed — including the mouse.
21 September 2026How Raycast announces features to developers — and how to copy it
No voiceover, no persuasion, no cropping. Raycast's feature clips are built for an audience that just wants to see the shortcut — and the format is cheap enough to use for everything.
21 September 2026What Apple keynotes teach about product video — even at a tenth the budget
Apple's product films are not expensive because of the camera equipment. They are expensive because someone was disciplined enough to cut every shot down to one idea — and that discipline is free.
21 September 2026How Linear makes its launch videos — and how to copy it
No presenters, no stock, no explaining. The most copyable film style in B2B software, taken apart — and rebuilt at a fraction of the effort.
20 September 2026Best AI video tools for startups
There is no single best AI video tool for a startup. There is a best one for a product demo, a different one for a presenter-led pitch, and a different one again for a quick recording.
21 September 2026HeyGen alternatives for product videos
If you are looking for an alternative, the real question is usually whether you wanted an avatar at all.
17 August 2026Synthesia alternatives without avatars
Synthesia is excellent at training video. Marketing video without a presenter is a different category.
16 August 2026How do Linear, Stripe and Figma make theirs — and can I?
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