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Apple posts behind the scenes video of '1.24.14' Mac ad

post #1 of 32
Thread Starter 
After posting to its website a video celebrating the Mac's 30th anniversary, Apple on Monday 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.

Scott
Source: Apple


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 celebrating 30 years of Mac. Scott is the son of legendary filmmaker Ridley Scott, who directed Apple's first Mac commercial in 1984.

As noted earlier today, the ad itself stitches together iPhone footage from 15 different locations spread across 10 countries on 5 continents. Filmed over a 36-hour period, the sequence contains shots taken on Jan. 14 -- the exact date on which 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.

"So we're receiving the data that's being shot for this film through the iPhone," Scott said. "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. Also interspersed throughout the clip is footage from the film 15 individual film teams.

That 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, is a fitting tribute to the Mac's anniversary. Symbolically, it shows how impactful the computer has been on the world stage.

"It's exciting because it's spontaneous. And that's what I love," Scott said. "Capturing the essence of the moment and it being truthful as seen through the prism of this device is really rather lovely.
post #2 of 32

Pretty cool. A lot of specialized equipment and top notch professionals can make it happen.

Life is too short to drink bad coffee.

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Life is too short to drink bad coffee.

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post #3 of 32
Yawn.
post #4 of 32
Cool
post #5 of 32
"Footage from 15 different countries spread across 10 countries." ...is it just me, or does that actually not make sense?
post #6 of 32
Impactful is not a word.
post #7 of 32
Quote:
Originally Posted by funkfeend View Post

Impactful is not a word.

Really?  Using "Look Up" on the iMac yields the following: 

 

impactful |imˈpaktfəladjectivehaving a major impact or effectan eye-catching and impactful design.

post #8 of 32
He has the same voice as his father.
post #9 of 32
Quote:
Originally Posted by Roly View Post

"Footage from 15 different countries spread across 10 countries." ...is it just me, or does that actually not make sense?
15 Locations in 10 Countries
post #10 of 32
So when can we see it then, it's probably not as impressive as the making of it.
post #11 of 32

Click on the "Debut" link in the post. The video is there.

post #12 of 32
Timeless!

In a way, this process redefines the meaning of "time" – as did the DVR!
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
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"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
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post #13 of 32
Quote:
Originally Posted by bdkennedy1 View Post

Yawn.

-1
"Fibonacci: As easy as 1, 1, 2, 3..."
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"Fibonacci: As easy as 1, 1, 2, 3..."
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post #14 of 32


Edited by Ireland - 2/4/14 at 6:16am
Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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Citing unnamed sources with limited but direct knowledge of the rumoured device - Comedy Insider (Feb 2014)
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post #15 of 32

No one's going to mention the Microsoft Empowers Super Bowl ad? It's nearly identical.

 

Guessing we'll see the making-of video any day now. Did they use Lumias? :-)


Edited by cherrypop - 2/4/14 at 5:18am
post #16 of 32
Quote:
Originally Posted by bdkennedy1 View Post

Yawn.

No, this is really big!

Effectively, the director is on site at 15 remote locations simultaneously -- and in the studio at the same time.

There are no time delays.

There are instantaneous re-shoots when needed.

There are no dailies.

Source media is instantaneously available in the studio.

The Rough Cut and Final Cut Edits are combined into a single, on-going, almost real-time process.

"That's a cut", "that's an edit", "that's a print", "that's a distribution", "that's a showing" -- all are combined Into one seamless workflow... Quite amazing, really.
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
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"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
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post #17 of 32
Quote:
Originally Posted by cherrypop View Post
 

No one's going to mention the Microsoft Empowers Super Bowl ad? It's nearly identical.

 

Guessing we'll see the making-of video any day now. Did they use Lumias? :-)

Not really, the MSFT video was too artificial, too mechanical, too computerized.  I couldn't stand the old school computer characters and weird 80s voice synthesis.  Many scenes looked and sounded like something from the movie WarGames.

post #18 of 32
Quote:
Originally Posted by techguy911 View Post

Not really, the MSFT video was too artificial, too mechanical, too computerized.  I couldn't stand the old school computer characters and weird 80s voice synthesis.  Many scenes looked and sounded like something from the movie WarGames.

In other words, they still have no taste.
post #19 of 32
Quote:
Originally Posted by Dick Applebaum View Post

No, this is really big!

Effectively, the director is on site at 15 remote locations simultaneously -- and in the studio at the same time.

There are no time delays.

There are instantaneous re-shoots when needed.

There are no dailies.

Source media is instantaneously available in the studio.

The Rough Cut and Final Cut Edits are combined into a single, on-going, almost real-time process.

"That's a cut", "that's an edit", "that's a print", "that's a distribution", "that's a showing" -- all are combined Into one seamless workflow... Quite amazing, really.

Excellent post. Also worth pointing out is they cut 70 hours of footage into two brilliant 1 minute finished videos in 11 days.
post #20 of 32
Quote:
Originally Posted by Flaneur View Post

Quote:
Originally Posted by Dick Applebaum View Post

No, this is really big!

Effectively, the director is on site at 15 remote locations simultaneously -- and in the studio at the same time.

There are no time delays.

There are instantaneous re-shoots when needed.

There are no dailies.

Source media is instantaneously available in the studio.

The Rough Cut and Final Cut Edits are combined into a single, on-going, almost real-time process.

"That's a cut", "that's an edit", "that's a print", "that's a distribution", "that's a showing" -- all are combined Into one seamless workflow... Quite amazing, really.

Excellent post. Also worth pointing out is they cut 70 hours of footage into two brilliant 1 minute finished videos in 11 days.

Yes! And, even with all the creative talent and technology, I bet they were under budget!
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
Reply
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
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post #21 of 32

While it's an impressive effort and result, the statement "finished product that would be nearly impossible to replicate without the iPhone" is an exaggeration. Streaming media from a device is hardly new, and video chat is not rare or exclusive. I'm not sure by what measure it's "nearly" impossible to replicate with three other competing smartphone platforms, let alone if you pull real production platforms from Canon or Nikon into the project.

 

It is fun to watch though, and the resulting product is nice. It would be fun to be involved in a project like this.


Edited by waterrockets - 2/4/14 at 8:56am
post #22 of 32
Quote:

The Rough Cut and Final Cut Edits are combined into a single, on-going, almost real-time process.

"That's a cut", "that's an edit", "that's a print", "that's a distribution", "that's a showing" -- all are combined Into one seamless workflow... Quite amazing, really.

The only thing they didn't show is that it was most likely edited on Adobe Premiere as Angus Wall's company (Rock Paper Scissors) dumped Final Cut Pro last year and switched to Adobe.  

http://tv.adobe.com/watch/customer-stories-video-film-and-audio/creative-cloud-rock-paper-scissors-switches-to-premiere-pro-cc/

post #23 of 32

Very good! I was actually more impressed with the technology but the spot was good.

post #24 of 32
Quote:
Originally Posted by Flaneur View Post


In other words, they still have no taste.

Yes. I figured that was implied when I said it was nearly identical =)

post #25 of 32
Quote:
Originally Posted by bdkennedy1 View Post

Yawn.

Guess you just don't get the Apple philosophy. People use Apple products to be creative. This ad, as do other Apple ads and Apple keynotes, tries to show you what can be achieved using Apple hardware and software that works seamlessly together.
post #26 of 32
Quote:
Originally Posted by bdkennedy1 View Post

Yawn.

-1
Quote:
Originally Posted by Crosslad View Post

Quote:
Originally Posted by bdkennedy1 View Post

Yawn.

Guess you just don't get the Apple philosophy. People use Apple products to be creative. This ad, as do other Apple ads and Apple keynotes, tries to show you what can be achieved using Apple hardware and software that works seamlessly together.

+1
"Fibonacci: As easy as 1, 1, 2, 3..."
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post #27 of 32
Quote:
Originally Posted by bennettvista View Post

Quote:
The Rough Cut and Final Cut Edits are combined into a single, on-going, almost real-time process.


"That's a cut", "that's an edit", "that's a print", "that's a distribution", "that's a showing" -- all are combined Into one seamless workflow... Quite amazing, really.
The only thing they didn't show is that it was most likely edited on Adobe Premiere as Angus Wall's company (Rock Paper Scissors) dumped Final Cut Pro last year and switched to Adobe.  
http://tv.adobe.com/watch/customer-stories-video-film-and-audio/creative-cloud-rock-paper-scissors-switches-to-premiere-pro-cc/

It could be that they used Premiere for the edits...

To bad... with Premiere, the Rough Cut and Final Cuts would be separate and would have taken days longer than with 2014's FCP 10.1 1biggrin.gif


Seriously, I suspect that when you choose an "Editor" (or any creative, for that matter), you expect them to use the tools they prefer to accomplish the creative task at hand.
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
Reply
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
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post #28 of 32
Quote:
Originally Posted by Psych_guy View Post

Really?  Using "Look Up" on the iMac yields the following: 

impactful |imˈpaktfəl

adjective

having a major impact or effectan eye-catching and impactful design.


It's still not a word. It's recently been added to an American English dictionary because it is used so much, but it is business babble. If impact means effect, which it doesn't, why doesn't effectful make any sense? Don't answer, nobody cares but me. 1smile.gif
post #29 of 32
Quote:
Originally Posted by funkfeend View Post

Quote:
Originally Posted by Psych_guy View Post

Really?  Using "Look Up" on the iMac yields the following: 

impactful |imˈpaktfəl

adjective

having a major impact or effectan eye-catching and impactful design.


It's still not a word. It's recently been added to an American English dictionary because it is used so much, but it is business babble. If impact means effect, which it doesn't, why doesn't effectful make any sense? Don't answer, nobody cares but me. 1smile.gif

Look it up in your Funk & Wagnalls...

...It comes after athleticness...
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
Reply
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
Reply
post #30 of 32
Quote:
Originally Posted by funkfeend View Post


It's still not a word. It's recently been added to an American English dictionary because it is used so much, but it is business babble. If impact means effect, which it doesn't, why doesn't effectful make any sense? Don't answer, nobody cares but me. 1smile.gif

 

Do you have a particular date you'd like to state as being the "final" version of the dictionary, so you can define when language evolution stops? It's like the Amish refusing technology... other than all the highest technology available in the mid 1800s or so. Arbitrary "this is where it stops!"

 

It maketh perfect sense. :)

post #31 of 32
It just occurred to me that Ridley Scott shot a "behind the scenes" film before… Only he combined it with the actual film, itself!

http://www.imdb.com/title/tt0401445/
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
Reply
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
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post #32 of 32
Quote:
Originally Posted by jkichline View Post

15 Locations in 10 Countries
Oh it was just me. Must have been a 3am mis-read :-)
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