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Apple has debuted three new "Shot on iPhone" ads highlighting the camera capabilities of the iPhone 13 Pro, with each of them focusing on a specific feature in a humorously dramatic way.

In "Detectives," a pair of detectives sitting in a car discuss Cinematic mode, which lets you shift focus between subjects in a shot. The foreground detective mentions that the focus is on him since he's the main character while the background "supporting cast" detective asks whether he's out of focus and "what if my character had a big reveal?"


In "The Basement," a woman wanders through a dimly lit house as a ghostly voice repeatedly cries "Help me!" As she opens the door to the basement, the woman says "I'm scared...that the picture quality will suffer in such low light," but the voice from the basement reassures her that she "looks really good."


The final ad is entitled "Pavel" and it features black-and-white footage zooming in on a man sitting alone in a chair while somber music plays. A woman enters and begins speaking to him in Russian, asking if he is okay and saying "this slow unnerving zoom suggests you are descending into madness."



Article Link: Apple Shares Three New Humorously Dramatic Ads Showing Off iPhone 13 Pro Camera Capabilities
 
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BJMRamage

macrumors 68030
Oct 2, 2007
2,650
1,108
I recall seeing the Detectives as an ad and thought I wonder if this is an iPhone commercial. the Cinematic Mode was decent but had some edge blurring that I realized meant it wasnt shot with a camera and a decent lens and that it was an AI driven shot.

I will say for an everyday device and the regular population this is cool. at this point an AI focus shifting still isn't up to par for professional use but nice to have that effect for the masses.
 

w5jck

macrumors 65816
Nov 9, 2013
1,441
1,861
Tiny camera still equals crappy video. It might look okay if viewed on a tiny smartphone screen, but it won't be that good on a 65" 4K TV screen, much less in a movie theater. It won't have the HDR level because tiny sensor and tiny lens equals tiny amounts of light. And those apertures will be extremely small when looked at as equivalent to a FF camera. And these were done by pros with studio equipment and pro level processing which few can afford to do, nor have the experience and knowledge. The average ipnone 13 user will end up with even worse crap than this!
 

jumpcutking

macrumors 6502
Nov 6, 2020
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Apple has debuted three new "Shot on iPhone" ads highlighting the camera capabilities of the iPhone 13 Pro, with each of them focusing on a specific feature in a humorously dramatic way.

In "Detectives," a pair of detectives sitting in a car discuss Cinematic mode, which lets you shift focus between subjects in a shot. The foreground detective mentions that the focus is on him since he's the main character while the background "supporting cast" detective asks whether he's out of focus and "what if my character had a big reveal?"


In "The Basement," a woman wanders through a dimly lit house as a ghostly voice repeatedly cries "Help me!" As she opens the door to the basement, the woman says "I'm scared...that the picture quality will suffer in such low light," but the voice from the basement reassures her that she "looks really good."


The final ad is entitled "Pavel" and it features black-and-white footage zooming in on a man sitting alone in a chair while somber music plays. A woman enters and begins speaking to him in Russian, asking if he is okay and saying "this slow unnerving zoom suggests you are descending into madness."



Article Link: Apple Shares Three New Humorously Dramatic Ads Showing Off iPhone 13 Pro Camera Capabilities
These are my favorite thing in the world. Now if only we could record in 3D space as well (using LiDar) it would make it easier to rotoscope, green screen, add text behind something… you know make it easier to do effects.
 
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ZipZilla

macrumors 6502
Dec 7, 2003
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these are hilarious. you could probably shoot a whole movie on iPhones. sure, it might not look good on a big screen, but most people stream and it would be OK
 
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carlsson

macrumors 6502a
Jul 18, 2001
505
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Tiny camera still equals crappy video. It might look okay if viewed on a tiny smartphone screen, but it won't be that good on a 65" 4K TV screen, much less in a movie theater. It won't have the HDR level because tiny sensor and tiny lens equals tiny amounts of light. And those apertures will be extremely small when looked at as equivalent to a FF camera. And these were done by pros with studio equipment and pro level processing which few can afford to do, nor have the experience and knowledge. The average ipnone 13 user will end up with even worse crap than this!

So I vote that we just go back to iPhone 1 and trash everything new from that point. I mean what's the point if it can't be as good as a Red Ranger Monstro?

"The best camera is the one you have with you."
 

Amazing Iceman

macrumors 601
Nov 8, 2008
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Florida, U.S.A.
I really enjoyed these ads, but the selective focus is going to have to get much better. The edge blur on the first detective was distracting.
I’ve noticed it too. Could the (virtual) aperture setting used have something to do with it?
The LiDAR sensor should have taken care of making it as good and real as possible, but I did noticed at the end what seemed like an image processing error.
 

citysnaps

macrumors G3
Oct 10, 2011
9,880
20,560
These were very well done. Very clever! I found myself chuckling at all three. Honestly tempting to get rid of my 11 Pro! Might still wait for the 14 Pro at this point.

I thought so too. Shows the potential.

Some people will criticize right off the bat and will never do anything creative. Others will see the potential and start thinking about possibilities that lie ahead.

I'm reminded by a 12 year old Steven Spielberg using his dad's 8mm movie camera, making his fist movie using neighborhood kid friends as actors.
 

Ubele

macrumors 6502a
Mar 20, 2008
810
264
Very clever! The iPhone cameras get better with every generation. I don’t understand the purpose of criticizing them for not being as good as dedicated professional movie cameras. They’re great for aspiring movie makers or hobbyists to learn with, and they’re good enough for making YouTube videos. I wish something like this had existed in the early 1980s, when I was interested in filmmaking, and you needed an 8mm movie camera to learn with, or an expensive 16mm camera if you were serious.
 
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