Apple Macintosh Commercial Uses Only iPhone 5s For 'Stunning' Shoot [VIDEO]

 
on February 03 2014 12:03 PM
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A cinematographer films part of a commercial with the iPhone 5s while using a second phone to get direction from Jake Scott. Courtesy Apple

Apple’s Macintosh computers turned 30 on Jan. 24, and to celebrate the milestone Apple shot a new commercial highlighting the game-changing personal computer. In an impressive feat of ingenuity, the commercial was shot in one day, using only the iPhone 5s for video footage. Starting with the sunrise in Melbourne, Australia, videos were shot and “beamed in real time via satellite or cellular signal to a command center in Los Angeles,” according to Apple.

Initially, the cinematographers on the project doubted the mobile phones' video capabilities. But by the end of the day, their minds had been changed. “The more test shooting they did leading up to Jan. 24, the more they realized the camera in the iPhone 5s would meet their very high standards,” states Apple. The commercial was shot on the 30th anniversary of the Macintosh’s launch, which was announced with another iconic commercial, directed by Ridley Scott. This time around, Apple used Scott’s son Jake to direct the commercial.

“There’s a sense of liberation about being able to tell these stories with this device, to explore it and investigate it — to see what the iPhone is capable of, and then to push it and stretch it,” said Scott.

Scott employed Angus Wall, one of Hollywood’s most elite editors, and a team of 21 other editors to compile more than 70 hours of footage. They took the raw footage and brought it together into a cohesive story, told with an original score written for the commercial, the recording of which was filmed with an iPhone and is part of the commercial. Check out the video below.

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