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  • Apple Posts a Behind the Scenes Video of its "1.24.14" 30th Anniversary Mac Ad

    After posting to its website a video celebrating the Mac’s 30th anniversary, Apple recently put up a behind the scenes mini documentary chronicling the effort taken to coordinate a full day’s worth of filmmaking in 15 locations across five continents. The minute-and-a-half short features director Jake Scott who takes the viewer through the entire process behind Apple’s “1.24.14” ad which celebrates 30 years of Mac. Scott is the son of the legendary filmmaker Ridley Scott who directed Apple’s first Mac commercial in 1984.

    The ad stitches together iPhone footage from 10 different countries, filmed over a 36-hour period. The sequences contain shots taken on January 14, the exact date on which the Mac first launched in 1984, in a worldwide effort starting from Australia and ending in California. In the “making of” clip, Scott explains that 15 camera operators were equipped with one or several iPhones that fed video into a backpack-mounted receiver. The footage was piped back to a central editing facility, which ran a variety of Apple machines, from Mac Pros to iPads. Scott mentioned the following regarding the matter:

    So we're receiving the data that's being shot for this film through the iPhone. But then we're also simultaneously communicating via FaceTime with first assistant director, who is standing next to our cameraman.
    Scott and his production crew were able to relay audio and visual information in real time, ending up with a finished product that would be nearly impossible to replicate without the iPhone. Cut scenes show Scott, his father and Lee Clow collaborating on angles, framing and other artistic details. The clip also has footage interspersed from 15 individual film teams. Scott was able to coordinate an international effort to film in multiple locations on the same day, using hardware descended from Apple’s first products, making it a fitting tribute to the Mac’s anniversary. Symbolically, it shows how impactful the computer has been on the world stage. Scott has the following to say about the matter:

    It's exciting because it's spontaneous. And that's what I love. Capturing the essence of the moment and it being truthful as seen through the prism of this device is really rather lovely.
    Those of interested in watching the behind the scenes can do so below:

    Source: Apple (YouTube)
    This article was originally published in forum thread: Apple Posts a Behind the Scenes Video of its "1.24.14" 30th Anniversary Mac Ad started by Akshay Masand View original post
    Comments 2 Comments
    1. fleurya's Avatar
      fleurya -
      but you can't do "real work" with iPhones and iPads, amirate?
    1. hitman10's Avatar
      hitman10 -
      idunno if id consider that behind the scenes.