How it's made: Anatomy of Apple's 1.24.14 television ad

How it's made: Anatomy of Apple's 1.24.14 television ad

Summary: You may have seen Apple's new 1.24.14 ad that was shot entirely on iPhones. Here's the behind-the-scenes video that shows you how it was made.

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TOPICS: Apple
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Apple recently posted a new television ad titled "1.24.14" the description reads:

Thirty years ago Macintosh promised to put technology in the hands of the people. To celebrate Mac's birthday, this film was shot around the world in one day, entirely on iPhone. Here's to the next thirty.

The full 1.24.14 video is embedded below:

The impressive part about the ad is that it was shot entirely on iPhones over the course of one day, 1.24.14, the thirtieth anniversary of the Macintosh. More details about the shoot can be found on Apple's 1.24.14 film microsite (which is an excellent read) Here's a small sample:

From sunrise in Melbourne to nightfall in Los Angeles, they documented people doing amazing things with Apple products. They shot over 70 hours of footage — all with the iPhone 5s. Then it was edited and scored with an original soundtrack. Thanks to the power of the Mac and the innovations it has inspired, an effort that normally takes months was accomplished in a matter of days.

The ad was directed by Jake Scott and features gorgeous cinematography that was shot in 10 countries on 15 locations exclusively on the iPhone (100 of them, actually) using the built-in camera app and other "inexpensive apps available for download from the App Store." Jake's father, Ridley Scott famously directed Apple's iconic 1984 commercial.

The 1.24.14 project was spearheaded by Lee Clow, the creative director behind the famous Super Bowl ad that launched Macintosh in 1984, and Ridley Scott, who directed it. Father and son are pictured below working together on 1.24.14:

Ridley Scott and his son Jake work on the 1.24.14 project - Jason O'Grady
Photo: pursuitist.com

But it's the behind-the-scenes video that tells more of the story:

As you can see, there's much more to producing a video of this magnitude that using an iPhone shoot a few handheld videos. The production values in the video are extraodinarily high, and so are the cost of the hardware, accessories and human capital involved with a project of this scope. 

Who needs to buy time during the Super Bowl when you can post the video on your website?

Topic: Apple

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4 comments
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  • I blogged about it in my website.

    http://graysonpeddie.com/happy-birthday-macintosh/

    I enjoyed watching the video.
    Grayson Peddie
  • While it's "doable"

    I would still rather use a dedicated camera. I look at the iPhone camera, as a convenience item, not a "first choice" camera. These days no one is going to lug around a $1.000+ camera, but when you are going somewhere to shoot photos/video take the right equipment.
    I hate trolls also
    • Wow

      You not only missed the point, but the point of the point as well.
      Gr8Music
  • Impressive

    Having always found traditional camera's cumbersome and unnecessarily complicated I love the current trend of better than passable camera capabilities on smartphones. I'm really impressed that a quality production like this was done completely on an iPhone. Go Apple - they sure seem to have complete faith in their product (and this proves they should).
    bushpost