Apple's Oscars ad shot entirely on iPad Air 2, features voiceover by Martin Scorsese

Posted:
in General Discussion edited February 2015
Just in time for the Academy Awards, Apple on Sunday released a new TV commercial focusing on the filmmaking process featuring footage captured on the latest iPad Air 2 and a voiceover by acclaimed Oscar-winning director Martin Scorsese.




The minute-long spot, aptly titled "Make a film with iPad," was shot entirely on iPad Air 2 and throws a spotlight on student filmmakers attending the Los Angeles County High School for the Arts, who scripted, shot and edited three separate projects using iPad hardware provided by Apple.

In the ad, snippets of the students' work are interlaced with behind-the-scenes footage -- also captured on iPad Air 2 -- all of which plays under excerpts from Scorsese's 2014 commencement speech to the NYU Tisch School of the Arts. The director's poetic address speaks to the necessary trials and tribulations inherent to the creative process.

"For your work, for your passion, every day is a rededication," Scorsese says. "Painters, dancers, actors, writers, filmmakers, it's the same for all of you, for all of us. Every step is a first step, every brush stroke is a test, every scene is a lesson, every shot is a school. So, let the learning continue."





As with other recent Apple spots, the Oscar ad sees apps play a starring role beside the company's hardware. Among the featured software LACHSA students used to realize their respective short films are script writing app Final Draft Writer, camera app FiLMiC Pro and color processing app VideoGrade. Apple also featured its own GarageBand app, which was used to edit sound captured with the Apogee MiC microphone for iPhone, iPad and Mac.

The ad wraps up with the tagline "Everything changes with iPad," the same phrase applied to Apple's music-minded Grammys commercial from February.
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Comments

  • Reply 1 of 79

    Very cool

  • Reply 2 of 79
    paxmanpaxman Posts: 4,729member
    Love it!
  • Reply 3 of 79
    If it was shot entirely on an iPad, they should have said so at the end. Need to toot their own horn a bit more.
  • Reply 4 of 79
    Nice ad. But an utterly boring set of movies up for Oscars this year. Won't be watching.
  • Reply 5 of 79
    xixoxixo Posts: 449member

    "The minute-long spot, aptly titled "Make a film with iPad," was shot entirely on iPad Air 2"

     

    how about 

    "was shot entirely on an iPad Air 2"

     

    or 

    "was shot entirely with an iPad Air 2"

     

    or 

    "was shot entirely using an iPad Air 2"

     

    leaving out the 'a' or 'an' when referring to an 'iThing' is cultish and just sounds dumb - unless you like the kool-aid...

     

  • Reply 6 of 79
    I though the moderators wanted us to address grammar, syntax, spelling and stylistic concerns directly to the author.
  • Reply 7 of 79
    For those of you who don't wish to endure this nauseating ad, Scorsese, who does the voice-over, says:

    Destroy your dreams.

    Bleurgh.

    I love my iPad Air 2, but I found this ad unfocused and lacking in clarity.

    Ok. Just looked up Scorsese and see that he was the geezer who directed Taxi Driver. That explains everything. I hated that film.

    Edit: from Wikipedia—

    Many of his films are also notable for their depiction of violence and liberal use of profanity. Scorsese has been married five times. Divorced three times.
  • Reply 8 of 79

    Originally Posted by xixo View Post



    leaving out the 'a' or 'an' when referring to an 'iThing' is cultish and just sounds dumb - unless you like the kool-aid...



     

    Why not just shut up about it?

  • Reply 9 of 79
    bageljoeybageljoey Posts: 2,005member
    xixo wrote: »
    ...

    or 
    "was <a href="http://www.apple.com/ipad/changing-film/" style="border-style:none;" target="_blank">shot entirely</a>
     with an iPad Air 2"

    or 
    "was <a href="http://www.apple.com/ipad/changing-film/" style="border-style:none;" target="_blank">shot entirely</a>
     using an iPad Air 2"

    leaving out the 'a' or 'an' when referring to an 'iThing' is cultish and just sounds dumb - unless you like the kool-aid...
     
    Except that your solutions would imply the commercial was shot using a single iPad Air.
    ...shot "using iPads" would work, but it leaves out the Air.
    ...shot "using iPad Airs" is awkward.
    ...shot "using iPad Air technology" would work, but it might imply they did not use out-of-the-box equipment...

    I don't know. Seems like it wouldn't be a big deal to get over it. The meaning was clear and that is the most important thing.
  • Reply 10 of 79
    MarvinMarvin Posts: 15,375moderator
    For those of you who don't wish to endure this nauseating ad, Scorsese, who does the voice-over, says:

    Destroy your dreams.

    Bleurgh.

    I love my iPad Air 2, but I found this ad unfocused and lacking in clarity.

    It's more that he's saying that dreaming about things isn't enough and that the focus on this aspect doesn't testify to the effort that goes into realising them. It follows on pretty well from Apple's 'your verse' campaign in that it promotes the notion of contributing - just take a step, make a brush stroke, film a scene, do something that sets you on the path.
    Ok. Just looked up Scorsese and see that he was the geezer who directed Taxi Driver. That explains everything. I hated that film.

    Edit: from Wikipedia—

    Many of his films are also notable for their depiction of violence and liberal use of profanity. Scorsese has been married five times. Divorced three times.

    Yeah he makes violent movies. Goodfellas and Casino are two of the best mafia movies:


    [VIDEO]


    [VIDEO]


    I wish they made more movies like this. There's been far too many romantic comedies, they're responsible for more violence than anything. You can only force guys to sit through so many before they finally snap.
  • Reply 11 of 79
    mpantonempantone Posts: 2,092member
    Quote:

    Originally Posted by anantksundaram View Post



    Nice ad. But an utterly boring set of movies up for Oscars this year. Won't be watching.



    You're supposed to watch the Oscars for the ladies' dresses and the acceptance speeches.

     

    :D

  • Reply 12 of 79
    dasanman69dasanman69 Posts: 13,002member
    bageljoey wrote: »
    Except that your solutions would imply the commercial was shot using a single iPad Air.
    ...shot "using iPads" would work, but it leaves out the Air.
    ...shot "using iPad Airs" is awkward.
    ...shot "using iPad Air technology" would work, but it might imply they did not use out-of-the-box equipment...

    I don't know. Seems like it wouldn't be a big deal to get over it. The meaning was clear and that is the most important thing.

    iPads Air would be correct
  • Reply 13 of 79
    mpantone wrote: »


    You're supposed to watch the Oscars for the ladies' dresses and the acceptance speeches.

    :D

    Of course! What am I thinking.....

    /facepalm
  • Reply 14 of 79
    For those of you who don't wish to endure this nauseating ad, Scorsese, who does the voice-over, says:

    Destroy your dreams.

    Bleurgh.

    I love my iPad Air 2, but I found this ad unfocused and lacking in clarity.

    Ok. Just looked up Scorsese and see that he was the geezer who directed Taxi Driver. That explains everything. I hated that film.

    Edit: from Wikipedia—

    Many of his films are also notable for their depiction of violence and liberal use of profanity. Scorsese has been married five times. Divorced three times.

    I don't wish to make a value judgement regarding his lifestyle -- it's his life, not mine -- but I do have to say that I find Scorsese (along with Spielberg and Stone) to be somewhat overrated as a director.
  • Reply 15 of 79
    Look Apple, these lifestyle ads are a pile of pants. They just come across as utterly pretentious and tell us nothing about [B]what makes the iPad unique. [/B]

    We get it; you wanted to try out a new ad team. You've had a year of plummeting iPad sales. Sack this design house NOW. Steve Jobs's iPad is an awesome thing. Stop sidelining it.
  • Reply 16 of 79
    mpantonempantone Posts: 2,092member
    Quote:
    Originally Posted by anantksundaram View Post



    Of course! What am I thinking.....



    /facepalm



    It's our chance to make snarky comments like "WTF is she wearing?", "does he really have to thank everyone he's ever met?", "wow, he got old" and feel smugly superior to really rich celebrities.

     

    :D 

  • Reply 17 of 79
    Marvin wrote: »
    For those of you who don't wish to endure this nauseating ad, Scorsese, who does the voice-over, says:

    Destroy your dreams.

    Bleurgh.

    I love my iPad Air 2, but I found this ad unfocused and lacking in clarity.

    It's more that he's saying that dreaming about things isn't enough and that the focus on this aspect doesn't testify to the effort that goes into realising them. It follows on pretty well from Apple's 'your verse' campaign in that it promotes the notion of contributing - just take a step, make a brush stroke, film a scene, do something that sets you on the path.
    Ok. Just looked up Scorsese and see that he was the geezer who directed Taxi Driver. That explains everything. I hated that film.

    Edit: from Wikipedia—

    Many of his films are also notable for their depiction of violence and liberal use of profanity. Scorsese has been married five times. Divorced three times.

    Yeah he makes violent movies. Goodfellas and Casino are two of the best mafia movies:


    [VIDEO]


    [VIDEO]


    I wish they made more movies like this. There's been far too many romantic comedies, they're responsible for more violence than anything. You can only force guys to sit through so many before they finally snap.

    Yeah, it was a negative ad. Not the best premise for selling iPads.

    You wish there were more violent films? Because we don't have nearly enough violent films or video games in this world. And none of them have inspired men to murder dozens of innocent people in cinemas with automatic weapons.

    In fact, let's get rid of all the romantic films. Because romantic movies are the reason Hitler murdered millions of Jews. Let's just have movies celebrating violence, murder, death, bloodlust and torture; that will inspire people to dream of killing others for fun.

    Great idea, Marvin.
  • Reply 18 of 79
    cpsrocpsro Posts: 3,210member
    Quote:
    Originally Posted by anantksundaram View Post



    Nice ad. But an utterly boring set of movies up for Oscars this year. Won't be watching.



    Boring? That would describe Boyhood. The rest were largely quite interesting. This has been one of the best years for movies in recent history, not for the glitz and glamour but for the creativity and depth.

  • Reply 19 of 79
    cpsro wrote: »

    Boring? That would describe Boyhood. The rest were largely quite interesting. This has been one of the best years for movies in recent history, not for the glitz and glamour but for the creativity and depth.

    I have yet to see Boyhood, but I felt both Birdman and Foxcatcher were dull.
  • Reply 20 of 79
    Remember when we were told the iPad is only good for consumption?
    Remember when we were told you needed a "real" computer to do any "real" work?
    Remember when it was weird to see people holding up an iPad to take a photo?
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