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

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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.
On the runway with iPhone 5s

Burberry Spring/Summer 2014. An incredible collection. Shot with stunning clarity. On iPhone 5s.
Click to expand...
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
 
Article Link
https://www.macrumors.com/2014/02/05/apple-on-the-runway-ad/
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.
 
Angela sounds like she's really good at what she does. I suspect the Apple Stores will only get better under her control.
 
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.
 
The iPhone 5s: gorgeous women will walk right up to you in single file… then turn around and leave. :apple:
 
Two of my three favourite brands :D

Nice video, the 5S' camera is beyond amazing.
 
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.
 
firestarter said:
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.
Click to expand...

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
 
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.
 
SoAnyway said:
Definitely not a great time to be in the creative industry.
Click to expand...

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.
 
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
 
SoAnyway said:
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.
Click to expand...

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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