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Old Sep 17, 2013, 12:36 PM   #1
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Burberry Releases Full Fashion Show Shot with iPhone 5s




Burberry today released the full 15-minute video of its Spring/Summer 2014 fashion show shot entirely with Apple's upcoming iPhone 5s, following several images and short clips that were shared on its Instagram feed earlier this week.

First announced last Thursday, the partnership between Apple and Burberry was designed to showcase the improved camera capabilities of the iPhone 5s through a series of videos and photos taken by the fashion house.

In an interview with Pocket-Lint, Burberry's chief creative officer Christoper Bailey revealed that the runway show, along with billboards and imagery for Burberry stores, were captured with 14 iPhone 5s devices.

Nine phones were used to shoot the show itself, with three on a moving rail cam following models, one on the roof, and another outside on a jimmy rig to grab celebrity snapshots. According to Bailey, it was Jony Ive who initiated the partnership for Apple, and the quality of the camera that prompted Burberry to use the device.
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I've known Jony [Ive] for a long time and he is a mate of mine and it is something that organically grew. It wasn't some strategic plan that we had to do it. Also the dates just worked out. They [Apple] announced the phone on the 10th, our event was on the 16th, it goes on sale on the 20th.

Today we've been capturing all our content on the new phone. It's mainly because of the quality. We streamed the show live. We weren't using cumbersome cameras that needed to be controlled by 7 people, but this tiny phone instead. Using the iPhone we streamed it to millions of people around the world. It's remarkable.
Apple's iPhone 5s, available in three colors, will be available for purchase online at 12:01 AM Pacific Time on Friday, September 20 and will be in retail stores beginning at 8:00 AM.

Article Link: Burberry Releases Full Fashion Show Shot with iPhone 5s
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Old Sep 17, 2013, 12:40 PM   #2
mikeydeezy
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Look at that sharp detail. This camera is a competition killer. You can keep your 13MP crappy sensor. Give me a decent 8MP and I'm happy.

Last edited by mikeydeezy; Sep 18, 2013 at 08:48 AM. Reason: lern 2 speel
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Old Sep 17, 2013, 12:40 PM   #3
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Cue the numerous posts bemoaning why an Android phone with better specs wasn't used, ZZZzzz.........
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Old Sep 17, 2013, 12:40 PM   #4
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Just keep walking, walking, walking....
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Old Sep 17, 2013, 12:41 PM   #5
KeepCalmPeople
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1st. observation - what a depressing bunch of catwalk models....
2nd. observation - did they mount an iPhone 5S on a camera rig that runs up and down behind the audience seats? Looks like it.
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Old Sep 17, 2013, 12:41 PM   #6
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Quickly skimming through the video, it doesn't look like they made use of any of the special video effects of the 5s. I was expecting to see some zooming and maybe slow-mo, but I didn't see any of that.
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Old Sep 17, 2013, 12:42 PM   #7
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Saw It Live

Watched it live; very well done. Video quality seemed very good, particularly for a small-sensor camera. Really hope Apple continues to push improvements with photo and video camera abilities in the iPhone; money spent on development of custom sensor (whether by Sony or others), ISP and lens seems very wise to me.
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Old Sep 17, 2013, 12:42 PM   #8
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Quote:
Originally Posted by KeepCalmPeople View Post
1st. observation - what a depressing bunch of catwalk models....
2nd. observation - did they mount an iPhone 5S on a camera rig that runs up and down behind the audience seats? Looks like it.
Considering how lightweight an iPhone is, of course they need to mount them on some heavy rigs for smooth pans.
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Old Sep 17, 2013, 12:43 PM   #9
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Quote:
Originally Posted by KeepCalmPeople View Post
2nd. observation - did they mount an iPhone 5S on a camera rig that runs up and down behind the audience seats? Looks like it.
That's one thing that is such a tease to me - as an amateur, I can barely get my hands on a good lens and camera - but then the equipment to mount and run with the camera can make a world of difference, and that's expensive too!
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Old Sep 17, 2013, 12:44 PM   #10
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Make sure to change from the default 360p to 720p.
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Old Sep 17, 2013, 12:44 PM   #11
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The amount of iPhones I spotted in the audience.

Yeah.... Apple are doomed
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Old Sep 17, 2013, 12:45 PM   #12
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I know I will probably get pilloried, but outside of the stabilization, it looks like a video that was shot with a cellphone... any cellphone. The 5s camera may be absolutely fabulous but if I was Apple this is not something I would hang my hat on. It just looks average to me. I am no expert. But still.
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Old Sep 17, 2013, 12:45 PM   #13
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Not exactly the most exciting demo of the iPhone 5s. Seen far better short movies shot on an iPhone 4 in the past.

I really fail to see the excitement behind this? It isn't like there's lots going on that would show off the camera!
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Old Sep 17, 2013, 12:46 PM   #14
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They uploaded it as 720p

Where is the 1080 version?
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Old Sep 17, 2013, 12:46 PM   #15
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Quote:
Originally Posted by KeepCalmPeople View Post
1st. observation - what a depressing bunch of catwalk models....
2nd. observation - did they mount an iPhone 5S on a camera rig that runs up and down behind the audience seats? Looks like it.
The models did look like they were forced labor workers or something.

It looked like they used 2 or 3 of the iPhones with one on a rail.
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Old Sep 17, 2013, 12:46 PM   #16
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Some of the photos look amazing.



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Old Sep 17, 2013, 12:46 PM   #17
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Quote:
Originally Posted by KeepCalmPeople View Post
2nd. observation - did they mount an iPhone 5S on a camera rig that runs up and down behind the audience seats? Looks like it.
See the post at pocket-lint [ http://bit.ly/18vsxUx ] for a photo of one of the rigs; some very high-end equipment was used here to create some of the video.
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Old Sep 17, 2013, 12:50 PM   #18
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Skinny models prancing up and down in over priced clothes for the amusement of arrogant rich bitches and their henpecked husbands. Pathetic.
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Old Sep 17, 2013, 12:52 PM   #19
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Originally Posted by FirstNTenderbit View Post
I know I will probably get pilloried, but outside of the stabilization, it looks like a video that was shot with a cellphone... any cellphone. The 5s camera may be absolutely fabulous but if I was Apple this is not something I would hang my hat on. It just looks average to me. I am no expert. But still.
In horizontal mode you can't tell the HD recording is done by cell phone.
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Old Sep 17, 2013, 12:54 PM   #20
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I noticed at one point in the video that there's a bizarre rippling effect that occurs across the image (like heat off hot tarmac). I think there's a bug in their faux stabilization algorithm. Didn't note the time stamp though, so it's going to bug me forever.

Last edited by MellowFuzz; Sep 17, 2013 at 01:08 PM.
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Old Sep 17, 2013, 12:54 PM   #21
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Originally Posted by Shaun, UK View Post
Skinny models prancing up and down in over priced clothes for the amusement of arrogant rich bitches and their henpecked husbands. Pathetic.
Your opinion is redundant. So tired of people one here trying to put Burberry and fashion down because they think the industry is a joke.
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Old Sep 17, 2013, 12:55 PM   #22
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Quote:
Originally Posted by FirstNTenderbit View Post
I know I will probably get pilloried, but outside of the stabilization, it looks like a video that was shot with a cellphone... any cellphone. The 5s camera may be absolutely fabulous but if I was Apple this is not something I would hang my hat on. It just looks average to me. I am no expert. But still.
That's a legitimate observation. The video quality is not special, it is pretty much exactly what you could achieve with any current flagship smartphone. Think about it -- the situation isn't exactly stressing the camera much. The lighting is excellent, and the phones are attached to very nice stabilization and panning gear. Even my N4 with it's super ****** camera would probably be halfway respectable if given the same situation.
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Old Sep 17, 2013, 12:55 PM   #23
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Originally Posted by Shaun, UK View Post
Skinny models prancing up and down in over priced clothes for the amusement of arrogant rich bitches and their henpecked husbands. Pathetic.
Oh get over yourself.
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Old Sep 17, 2013, 12:55 PM   #24
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Originally Posted by mikeydeezy View Post
Well at least I'll be able to tell myself if don't get a 5S launch day that fortunately something important happened with a dozen or so models instead of end up in consumer hands.
Because, yea, a dozen 5s iPhones would make the difference between you getting one and not. #Firstworldproblems
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Old Sep 17, 2013, 12:56 PM   #25
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Quote:
Originally Posted by MellowFuzz View Post
I noticed at one point in the video that there's a bizarre rippling effect that occurs across the image (like heat off hot tarmac). I think there's a bug in their faux stabilization algorithm.
Assuming it's not a playback artifact, that's probably something related to how the shutter works in a smartphone camera. It's kind of expected.
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