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 macrumors bot

    MacRumors

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    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. musika macrumors 65816

    musika

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  3. blue-flash macrumors newbie

    blue-flash

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    #4
    The iPhone 5s camera quality is amazing! I can only imagine how future models will improve.
     
  4. taptic macrumors 65816

    taptic

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    #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.
     
  5. ZOZO4 macrumors newbie

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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.
     
  6. firestarter macrumors 603

    firestarter

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    #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.
     
  7. Aluminum213 macrumors 68030

    Aluminum213

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  8. carl0sian macrumors regular

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  9. AngerDanger macrumors 68020

    AngerDanger

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    #10
    The iPhone 5s: gorgeous women will walk right up to you in single file… then turn around and leave. :apple:
     
  10. newyorksole macrumors 68020

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    #11
    gorgeous, curve-less, butt-less women.

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

    doug in albq macrumors 65816

    doug in albq

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  12. CarlosQG macrumors 68020

    CarlosQG

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    Two of my three favourite brands :D

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

    vsighi

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    #14
    wooow let me see, let me see...can.t see much, the screen is to small !:D
     
  14. scott523 macrumors 6502a

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    #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.
     
  15. Seo macrumors regular

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    #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
     
  16. SoAnyway macrumors 6502

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    #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.
     
  17. Rockadile macrumors regular

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    #18
    It's a fashion show, not a pageant.

    You can watch Miss America in September ;)
     
  18. handsome pete macrumors 68000

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    #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.
     
  19. JackieTreehorn macrumors 6502

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    #21
    Gorgeous female asses in slow-motion - what more could a guy ask for?:D
     
  20. ZOZO4 macrumors newbie

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    #22
    No clothes.
     
  21. danielowenuk macrumors regular

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    #23
    Hmmm, look at how great the camera is..... with studio lighting.... and a tripod!
     
  22. steveash macrumors 6502

    steveash

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    #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
     
  23. thekeyring macrumors 68030

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    #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. ;)
     

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