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Old Feb 5, 2014, 07:33 PM   #1
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Apple Posts New 'On The Runway' Video Showcasing Burberry Fashion Show Shot on iPhone 5s




Apple has added a new video to its iPhone 5s marketing page showcasing footage shot at Burberry's Spring/Summer 2014 runway show back in September.

The thirty-second spot shows how the then-unreleased iPhone 5s was used to shoot video at the fashion show, including the elaborate camera rigs that were used. The song in the background is Soothing Me So by Victory.
Quote:
On the runway with iPhone 5s

Burberry Spring/Summer 2014. An incredible collection. Shot with stunning clarity. On iPhone 5s.
Roughly a month after the fashion show was shot with the iPhone 5s, Apple announced the hiring of Burberry CEO Angela Ahrendts to run its retail and online stores. Ahrendts will join Apple in the spring and will continue in her role as Burberry CEO until then.

Article Link: Apple Posts New 'On The Runway' Video Showcasing Burberry Fashion Show Shot on iPhone 5s
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Old Feb 5, 2014, 07:38 PM   #2
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Their new head of retail must be pleased.
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Old Feb 5, 2014, 07:38 PM   #3
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Not again!
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Old Feb 5, 2014, 07:41 PM   #4
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The iPhone 5s camera quality is amazing! I can only imagine how future models will improve.
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Old Feb 5, 2014, 07:44 PM   #5
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Would have been awesome to be a part of that. Especially at the time! I was surprised they didn't have the phones partially covered or something.
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Old Feb 5, 2014, 08:01 PM   #6
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Angela sounds like she's really good at what she does. I suspect the Apple Stores will only get better under her control.
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Old Feb 5, 2014, 08:05 PM   #7
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Shock news, pretty girls sell gizmos...

But at the end of the day, the video quality is nothing special and the lighting is very dull. Lots of super close ups to try and coax some sort of limited depth of field from the small sensor.
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Old Feb 5, 2014, 08:10 PM   #8
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Burberry must be loving the free apple press
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Old Feb 5, 2014, 08:12 PM   #9
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love the new iPhone ads
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Old Feb 5, 2014, 08:20 PM   #10
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The iPhone 5s: gorgeous women will walk right up to you in single file… then turn around and leave.
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Old Feb 5, 2014, 08:32 PM   #11
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Originally Posted by Fresh Pie View Post
The iPhone 5s: gorgeous women will walk right up to you in single file… then turn around and leave.
gorgeous, curve-less, butt-less women.

you're not looking at much by watching them go...
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Old Feb 5, 2014, 08:35 PM   #12
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I'm a model you know what i mean and i do my little turn on the catwalk.


(I saw the extended version of this video on the Burberry website months ago...)

http://us.burberry.com/shows-events/womenswear-ss14/
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Old Feb 5, 2014, 08:49 PM   #13
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Two of my three favourite brands

Nice video, the 5S' camera is beyond amazing.
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Old Feb 5, 2014, 09:10 PM   #14
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wooow let me see, let me see...can.t see much, the screen is to small !
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Old Feb 5, 2014, 09:27 PM   #15
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Any idea what is that held in front of the iPhone at 0:24? Would be nice to know what accessories were used in the show/video. I do notice a lot of Glif tripod mounts used.
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Old Feb 5, 2014, 09:33 PM   #16
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Quote:
Originally Posted by firestarter View Post
Shock news, pretty girls sell gizmos...

But at the end of the day, the video quality is nothing special and the lighting is very dull. Lots of super close ups to try and coax some sort of limited depth of field from the small sensor.
Certainly not breathtaking footage, but those super close ups you're talking about were shot on a larger format camera, at least 35mm or Super 35mm. The smooth rack focus, shallow DOF, and dynamic range isn't achievable on the iPhone
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Old Feb 5, 2014, 10:24 PM   #17
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Apple should include something along the lines of "With the iPhone 5S, you can be a professional camera operator too" in their iPhone marketing.

I'm glad that the technology has evolved so that it's easier for trained artists to produce work but at the same time, average people are calling junk they produce "art".

Definitely not a great time to be in the creative industry.
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Old Feb 5, 2014, 11:09 PM   #18
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Originally Posted by newyorksole View Post
gorgeous, curve-less, butt-less women.

you're not looking at much by watching them go...
It's a fashion show, not a pageant.

You can watch Miss America in September
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Old Feb 5, 2014, 11:11 PM   #19
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Originally Posted by SoAnyway View Post

Definitely not a great time to be in the creative industry.
Not sure how you can say that. Technology being so much more affordable and accessible is a great thing. You might have more crap to wade through now, but legitimate talent and skill will still rise to the top.
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Old Feb 6, 2014, 12:22 AM   #20
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Numbingly boring.
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Old Feb 6, 2014, 02:10 AM   #21
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Gorgeous female asses in slow-motion - what more could a guy ask for?
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Old Feb 6, 2014, 02:25 AM   #22
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Gorgeous female asses in slow-motion - what more could a guy ask for?
No clothes.
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Old Feb 6, 2014, 03:06 AM   #23
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Hmmm, look at how great the camera is..... with studio lighting.... and a tripod!
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Old Feb 6, 2014, 03:26 AM   #24
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Watching the full video on the Burberry site the footage is a lot less dynamic than the ad. The panning camera also passes a manned Arri Alexa cinema camera
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Old Feb 6, 2014, 03:28 AM   #25
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Quote:
Originally Posted by SoAnyway View Post
Apple should include something along the lines of "With the iPhone 5S, you can be a professional camera operator too" in their iPhone marketing.

I'm glad that the technology has evolved so that it's easier for trained artists to produce work but at the same time, average people are calling junk they produce "art".

Definitely not a great time to be in the creative industry.
Luckily most people recognize junk labeled as 'art' and don't buy it/support it's creator.

Unless it's labeled 'modern art' then you can do whatever the hell you want.
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