Apple Releases New Behind-the-Scenes Video for '1.24.14' Mac 30th Anniversary Ad

[pixelcoder]

This is just amazing.
I watched the "1.24.14" video assuming that they've created another commercial with professional video gear. Furthermore, I've looked at the camera work and thought that the videographer had done great work.
Surprisingly this entire video was shot with iPhone's - respect!

 

[street.cory]

Was this filmed with iPhone as well?

 

[StrongArmmed]

I'm curious...The BTS page said they used the standard Camera app on the iP5S, along with inexpensive apps from the Store.

Does anyone know which apps they used?? They don't break that out (I guess to not show favoritism) in the behind-the-scenes footage or page, so far as I can see.

 

[petrucci666]

You mean, "...on a roll."

I don't think it's very impressive that a video has been produced with iPhones or any modern phone for that matter. Maybe a couple years ago, but not today.

I see what you're saying, but to me it made the video more human that it was shot with iPhones and looked that good. Perhaps because most of us have an iPhone in our pockets so it makes the technology more personal, as in 'Hey we can do this too!'

As for a couple of years ago, I'll always remember seeing this guy do a photoshoot with a 3GS: http://fstoppers.com/iphone

 

[ellsworth]

I don't really get why they used iPhones to film this. I mean, yes, they wanted to show off the capabilities of the device, but looking at the efforts it's seems like an uneconomic bottleneck to me.

I was thinking the same thing..

Even the idea of simultaneously working in 10 different locations all at the same time seems like it would be a production nightmare. I'm worked on projects where "the director" wasn't present on set and my goodness... What a task that turned out to be.

However the case, the final piece came out great and that's the important part.

@ 0:41 you can see a woman shooting a robot with a camera man shooter her along with a camera man shooting the camera man who's shooting her. Mind explosion!

 

[PracticalMac]

This ridiculous attention to detail is what sets Apple apart from it's competitors. You wouldn't get Samsung filming their commercial with a dozen S4's now would you?

Is that....

even possible?!?!?!

 

[mdelvecchio]

I don't really see the point of this. Yes, we already all know the iPhone camera quality is pretty good -- it has been since the 3GS (in relative terms).

you couldn't have shot this video in the time of the 3GS, for numerous reasons. but even if they could, it would have looked like ass. thats the point -- the iPhone 5's cameras is great, and apple's enabling tech is great.

show me a video shot & produced on entirely Samsung cameras/PCs. they can use the same dollies, etc.

 

[LethalWolfe]

The "point" is simple - who would have thought, 30 years ago, that this was even remotely possible?

And, if Apple hadn't done it - who would have?

Apple didn't invent the cell phone, the camera phone, the tablet, video chat, the display technology their devices use, the components that collectively make up the 'guts' of their products, nonlinear editing software, the production equipment used (dollies, cranes, gimbals, c-stands, lights, flags, etc.,), the tech that beamed the video signals back to LA, the Internet, nor the Atomos Ninja video recording devices that some of the iPhones are hooked up to.

It *is* amazing to think how far technology has come in 30 years but Apple is just one of many companies that has gotten us to where we are today.

 

[pocket3d]

Apple didn't invent the cell phone, the camera phone, the tablet, video chat, the display technology their devices use, the components that collectively make up the 'guts' of their products, nonlinear editing software, the production equipment used (dollies, cranes, gimbals, c-stands, lights, flags, etc.,), the tech that beamed the video signals back to LA, the Internet, nor the Atomos Ninja video recording devices that some of the iPhones are hooked up to.

It *is* amazing to think how far technology has come in 30 years but Apple is just one of many companies that has gotten us to where we are today.

All true, but you left out the main invention that is the point of the video, and the "making of" video on top of that—the seamlessness, the emphasis on making something work with other devices in a network, and let's not forget the emphasis on making something that's enjoyable to use in the first place, which was always Apple's starting point.

All these things combine to make a bunch of professional cinema gearheads WANT to do a project like this, maybe even make it possible to do without anyone tearing their hair out too much. That's the point of the whole exercise, and the driving purpose of the Mac since day one: put the interoperating media stuff in the hands of average users.

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I was thinking the same thing..

Even the idea of simultaneously working in 10 different locations all at the same time seems like it would be a production nightmare. I'm worked on projects where "the director" wasn't present on set and my goodness... What a task that turned out to be.

However the case, the final piece came out great and that's the important part.

@ 0:41 you can see a woman shooting a robot with a camera man shooter her along with a camera man shooting the camera man who's shooting her. Mind explosion!

Well, yes, the intention was to deliberately create a hideous production nightmare, and then to solve it with the networked Macs, the FaceTime, the editing on the Macs. I'm not sure they used Final Cut X exclusively, though, since they didn't seem to say anything about it. Does anyone know?

 

[217833]

Video Captured on iPhones , Teams communicated using FaceTime. Editing was done on iMac using Final Cut Pro X and I am assuming audio editing was done using Logic Pro X

isn't it awesome where we can see work from all major teams at Apple ?
Steve must be proud of his team

Well I was thinking the same, however, if you stop the video around 1:03, we can see the music is recorded with Protools and not Logic Pro X...

But still a great video thought