Ondrej Holzman It's been ten days since 30th Anniversary of the Macintosh, but Apple isn't done with commemorating this milestone. Today he released a video called "1.24.14", which was shot exclusively on iPhones and edited on Macs on the anniversary in fifteen locations on five continents. With this, Apple wants to prove that the Mac has really put technology in the hands of people…
[youtube id=zJahlKPCL9g width=”620″ height=”350″]
The latest video, which is one and a half minutes long, is again the advertising agency TBWAChiatDay, a long-time partner of Apple led by Lee Clow. The new spot was directed by Jake Scott, the son of the famous filmmaker Ridley Scott, who was behind the legendary "1984" commercial. 30 years later, Apple shows current products and their many uses.
For this occasion, on January 24, 15 groups went to a total of five continents and only had the latest iPhones with them for filming. Filming took place in Melbourne, Tokyo, Shanghai, Botswana, Pompeii, Paris, Lyon, Amsterdam, London, Puerto Rico, Maryland, Brookhaven, Aspen and Seattle.
All the recorded videos were transmitted in real time using satellites or mobile signals to the control center in Los Angeles, thanks to which the director Jake Scott could be in 15 locations at once and thus have everything under control.
The cameramen captured a total of 45 stories, including, for example, 3D renderings of buried objects in Pompeii or a journalist in Puerto Rico editing the video on a Mac while driving a jeep. Filming took place on January 24th, and it took 70 hours to compile the one and a half minute video from more than 36 hours of footage.
Each group was led by experienced cameramen, who either used the iPhone 5S itself during filming, but also had numerous aids such as tripods and mobile ramps at their disposal. The material from a hundred iPhones was then cut by one of Hollywood's most sought-after editors, Angus Wall, who assembled a team of 21 editors in total, because there was really a lot of material to go through. A total of 86 Macs of all kinds participated in the production of the video.
You can view an engaging web presentation of the entire project on Apple's website (link below). Now Apple did not participate in the traditional "advertising frenzy" that traditionally takes place during the Super Bowl, the final game of the North American League of American Football, but did not publish its video until the following morning on its website.
[youtube id=”vslQm7IYME4″ width=”620″ height=”350″]
So I thought that the videos from the iPhone 5S would be a little worse, but they are very nice shots.
It's unbelievable how perfect it looks, I wouldn't have recognized that it was shot on a "normal" mobile phone.
I just have no words. Apple has the ads screwed up, and every time there is a new one, the ad really touches me, in a positive sense of the word.
The shots are nice, but they are not taken by the camera, but by the person holding it. But the image quality is bad. The iPhone takes nice pictures in good lighting. These videos have a lot of noise removed, and as a result, the video, which is in full HD, is blurry. Faces in the background blurred. I have a canon compact about 7 years old and it takes much better photos than the iphone. All I'm saying is that I wouldn't recommend an iphone for capturing more precious moments, especially if you ever want to print the photos. That's where the poor quality of mobile phone cameras becomes apparent.
I'll make a nice video .-) I'll delete it, I'll delete it, I'll be fine .-) and then put some nice video on the level :-)
According to everything, I have a newer photo, but I wouldn't dare to claim that I can do something better than the mentioned video.-)
Steve would be delighted…
Just as Apple reinvented the telephone, it reinvented advertising. Advertising that doesn't target our senses with roaring effects and hysterical bursts of enthusiasm.. it targets the feelings of using products and doesn't invent anything.
Really nothing? :D :D :D
Nothing. In the sense of how it portrays the feelings we want to have when using mobile phones, tablets or computers... I think we all agree that Apple products work:) and that's it;))