Apple Posts New 'On The Runway' Video Showcasing Burberry Fashion Show Shot on iPhone 5s

Discussion in 'MacRumors.com News Discussion' started by MacRumors, Feb 5, 2014.

  1. macrumors bot

    MacRumors

    Joined:
    Apr 12, 2001
    #1
    [​IMG]


    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.
    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
     
  2. macrumors 65816

    musika

    Joined:
    Sep 2, 2010
    Location:
    New York
  3. macrumors 68000

    Joined:
    Jun 24, 2010
  4. macrumors newbie

    blue-flash

    Joined:
    Feb 4, 2014
    Location:
    NY/FL
    #4
    The iPhone 5s camera quality is amazing! I can only imagine how future models will improve.
     
  5. macrumors 65816

    taptic

    Joined:
    Dec 5, 2012
    Location:
    California
    #5
    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.
     
  6. macrumors newbie

    Joined:
    Feb 5, 2014
    #6
    Angela sounds like she's really good at what she does. I suspect the Apple Stores will only get better under her control.
     
  7. macrumors 603

    firestarter

    Joined:
    Dec 31, 2002
    Location:
    Green and pleasant land
    #7
    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.
     
  8. macrumors 68020

    Aluminum213

    Joined:
    Mar 16, 2012
  9. macrumors regular

    Joined:
    Oct 30, 2011
  10. macrumors 68000

    AngerDanger

    Joined:
    Dec 9, 2008
    Location:
    Male
    #10
    The iPhone 5s: gorgeous women will walk right up to you in single file… then turn around and leave. :apple:
     
  11. macrumors 68020

    Joined:
    Apr 2, 2008
    Location:
    LongIsland/NYC
    #11
    gorgeous, curve-less, butt-less women.

    you're not looking at much by watching them go...
     
  12. doug in albq, Feb 5, 2014
    Last edited: Feb 5, 2014

    macrumors 65816

    doug in albq

    Joined:
    Oct 12, 2007
    #12
  13. macrumors 65816

    CarlosQG

    Joined:
    Sep 22, 2012
    #13
    Two of my three favourite brands :D

    Nice video, the 5S' camera is beyond amazing.
     
  14. macrumors 6502

    vsighi

    Joined:
    Jun 22, 2010
    Location:
    San Diego, CA
    #14
    wooow let me see, let me see...can.t see much, the screen is to small !:D
     
  15. macrumors 6502a

    Joined:
    Sep 8, 2006
    Location:
    Philadelphia, PA
    #15
    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.
     
  16. Seo
    macrumors regular

    Joined:
    Jun 1, 2009
    Location:
    Cupertino, California
    #16
    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 :p
     
  17. macrumors 6502

    Joined:
    May 10, 2011
    #17
    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.
     
  18. macrumors regular

    Joined:
    Jun 11, 2012
    #18
    It's a fashion show, not a pageant.

    You can watch Miss America in September ;)
     
  19. macrumors 65816

    Joined:
    Aug 15, 2008
    #19
    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.
     
  20. macrumors 6502

    qubex

    Joined:
    May 12, 2004
    Location:
    045°042'21.99"N, 009°005'056.57"E
  21. macrumors 6502

    Joined:
    May 22, 2005
    Location:
    Amsterdam
    #21
    Gorgeous female asses in slow-motion - what more could a guy ask for?:D
     
  22. macrumors newbie

    Joined:
    Feb 5, 2014
    #22
    No clothes.
     
  23. macrumors regular

    Joined:
    Mar 18, 2011
    #23
    Hmmm, look at how great the camera is..... with studio lighting.... and a tripod!
     
  24. macrumors 6502

    steveash

    Joined:
    Aug 7, 2008
    Location:
    UK
    #24
    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 :D
     
  25. macrumors 68020

    Joined:
    Jan 5, 2012
    Location:
    London
    #25
    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. ;)
     

Share This Page