Bentley Ad Shot Using iPhone 5s, Assembled on iPad Air

Discussion in 'iOS Blog Discussion' started by MacRumors, May 15, 2014.

  1. MacRumors macrumors bot


    Apr 12, 2001

    Bentley's newest ad, Intelligent Details, was filmed entirely with Apple's mobile devices. Photographers used the iPhone 5s to shoot video and then put it together using an iPad Air, according to details provided on the making of the ad at the end of the spot (via The Loop).

    Shot in New York, a quick behind the scenes look at the black and white film on the $300,000 Bentley Mulsanne reveals that it was filmed with an iPhone 5s, using specialized lenses, mounts, and cases to produce high-quality video on par with far more expensive camera equipment.

    The short video was then assembled using an iPad Air and the iMovie app with an attached custom keyboard case. Much of the editing was done on the go in the back of a Bentley, showing the mobile capabilities of Apple's devices.

    Bentley's ad is the newest spot to be filmed using Apple tools, but it's far from the first. Back in 2013, Burberry announced a partnership with Apple that saw it shooting an entire Spring/Summer 2014 runway show using nothing but the iPhone 5s ahead of the phone's launch.

    Searching for Sugar Man, a documentary that won an Academy Award back in February of 2013, was also partially shot using an iPhone.

    Article Link: Bentley Ad Shot Using iPhone 5s, Assembled on iPad Air
  2. jabingla2810 macrumors 68020

    Oct 15, 2008
    Amazing work.

    Really shows off the video quality of the iPhone, and the content creation possibilities of the iPad.
  3. ghostlines macrumors regular


    Feb 3, 2010
    Why do people us such devices instead of professional equipment for this type of stuff? A challenge? Apple pays them?
  4. Mattsasa macrumors 68020


    Apr 12, 2010
    I am wondering the same
  5. kmj2318 macrumors 65816


    Aug 22, 2007
    Naples, FL
    I assumed it was to say they did, it spreads the video around (like on here). Otherwise, there is nothing special about the film.
  6. iBlazed macrumors 68000


    Feb 27, 2014
    New Jersey, United States
    Maybe it's just easier?
  7. timshundo macrumors regular

    Jun 17, 2009
    San Francisco, CA
    They're just trying to highlight their partnership with Apple and it's products. Bentley believes they're on the same level as Apple as far as technological advancement goes so why not show off how powerful Apple products are by integrating them into the car and shooting an ad with them. :)
  8. hydr macrumors regular

    Feb 25, 2009

    This will really push Bentleys sales upwards. MacRumors teens buying Bentleys by the flock.
  9. Red Oak macrumors regular

    Jun 14, 2011
    This is great

    Personally, I have challenge getting videos from iPhone onto my iPad Air for use in iMovie. Photo stream does not support videos (hoping Apple adds it). I have been using Dropbox app to transfer between the two

    Anyone have any better ideas?
  10. timshundo macrumors regular

    Jun 17, 2009
    San Francisco, CA
    I shot and edited a small video on my phone of me and some friends on a trip in Nicaragua and people saw it thought I was lying that it was footage from my phone. I think that says a lot.
  11. RolyPolyBird macrumors regular

    Aug 13, 2010
    This will put the Bentley brand in front of millions of people who otherwise wouldn't have ever cared enough to click or even seen the link to begin with.
  12. kave macrumors regular

    Oct 31, 2012
    It would be interesting to see which adapters they used to get certain effects, i.e. out of focus.
  13. pugxiwawa macrumors newbie

    Nov 10, 2009
    It does support video. Just create a new photostream sending to yourself.
  14. keysofanxiety macrumors 603


    Nov 23, 2011
    How right you are. I've just ordered four. If it wasn't for this advert being made on an iPhone, I wouldn't have considered a Bentley before.
  15. WhoDaKat macrumors 6502

    May 20, 2006
    Because a $500 iPhone costs less than a $50,000 professional camera. Of course those custom mounts and lenses cost way more than the iPhone itself, but thats the awe of it. Slap on the lenses and it takes the place of a camera that costs 100x more.
  16. Jessica Lares macrumors G3

    Jessica Lares

    Oct 31, 2009
    Near Dallas, Texas, USA
    The only thing is that you'd probably overall pay a lot more/or the same for the iPhone and iPad than using the proper equipment. And I say that because these iPhones are not just your base 16GB, they're 64GB. You cannot do a full shoot on a 16GB iPhone period.

    The iPad is most likely the 128GB model aswell for the same reasons. When you import video into iMovie, it becomes part of the app until you delete it. Same thing happens to any other app you import video into.

    I think it's cool that there's a lot of film being shot and edited on iOS devices though.
  17. Z400Racer37 macrumors 6502a

    Feb 7, 2011
    Samsung: Drrrrr mine's got the retina thingy.

    Apple: This.

  18. The Doctor11 macrumors 603

    The Doctor11

    Dec 15, 2013
    New York
    It's great they are using iPhones to film it but why is it in black and white :confused:
  19. joejoejoe macrumors 65816

    Sep 13, 2006

    If anything it shows how limited the iPhone is in terms of image quality. The footage is so compressed. Putting the video in black and white helps, but there's such a lack of sharpness and latitude in the picture.

    Even mounting lenses couldn't cover that up.

    And it's really not that difficult to edit something like this on an iPad. It's pretty straight forward, no fancy cutting, and they're dealing with very small HD video files (highly compressed) from the iPhone.

    I'd be far more impressed if they edited RED or Alexa footage on the iPad Air. THAT would show the true capabilities of the tablet as a workstation replacement.

    They did this as easily as possible, and with the black and white, tried to cover up the low-qual as much as possible.
  20. K-Rob macrumors newbie

    Sep 18, 2012
    I'd love to see the adapters and lenses as well. The out or focus thing is simple though. Just lock focus on something close by long-pressing on the screen then film something far away, or vice-versa
  21. irnchriz macrumors 65816


    May 2, 2005
    Who sucked the jam out of your donut? Its as much an advert for Apple as Bentley so why use RED cameras or footage. Armchair critics are ten a penny and as common as trolls.
  22. cheesyappleuser macrumors 6502


    Apr 5, 2011
    I believe this part of the post should be highlighted.
  23. Ryth macrumors 65816

    Apr 21, 2011
    Shot on a 5s

    Stabilized on $50K worth of camera rigging.

    But yah...down the road, these professional cameras will be dying out except for the most high end of things.
  24. Red Oak macrumors regular

    Jun 14, 2011
    Right (I was thinking of the My Photo Stream default). However, I can't find a way once it is in a PhotoStream to download it to another device. For example, there is no "send to Camera Roll". I can't e-mail these large files to myself
  25. captain cadet macrumors 6502

    Sep 2, 2012
    For our youths its only pocket money: We are so rich that even buying a cheap car is a problem for our budget - let alone the insurance!

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