Apple celebrated 30 years of the Mac with an iPhone video tribute. The video was shot in one day by 15 camera crews with 100 iPhone 5S smartphones.
Apple combed through the 70 hours of video footage to select the most powerful moments showing Macs in use all around the world. The 15 film crews traversed five continents to shoot footage in 15 different locations. When you take into account the time zone difference, the tribute took 36 hours to film. The clips were then edited and pieced together on Macs in Los Angeles.
The video begins with the date of the Mac's anniversary--Jan. 24--and then script appears on the screen, declaring that Apple created the Mac to "put technology in the hands of the people." From that moment on, Apple shows footage of Macs in action all around the globe. Some Macs are shown at archaeological digs; others, on Safari, capturing moments of wilderness for a documentary and some are shown directing robots or members of an orchestra.
The tribute is nostalgic and typical Apple, with its lovely lighting and multicultural vibe. The video highlights not only the great creative power of the Mac, but also the impressive power of the iPhone 5S camera. Apple proves that the camera on the iPhone 5S can produce video that is just as high quality as video shot by a camera that costs thousands of dollars. Jake Scott, the son of Ridley Scott, directed the iPhone 5S film crews via FaceTime to ensure that the cameramen were getting the best shot possible.
Admittedly though, the success of every video is determined by its editor and for that task, Apple hired a pro. Big-time Hollywood editor Angus Wall was recruited to edit the sequence. Since Wall is known for putting together great films like "Fight Club," "The Girl with the Dragon Tattoo" and "Zodiac," it's hardly surprising that the Mac tribute video is a thing of beauty.
"Many involved in the production believe this innovative approach to a multilocation shoot will be adopted by other filmmakers," Apple wrote on its website.
Although many thought Apple would air a new commercial on Super Bowl Sunday--as is their custom--Lee Clow, the chairman of Apple ad agency TBWA\Worldwide, decided to forgo broadcasting the Mac tribute on the big TV networks. Instead, he chose to place the tribute on YouTube and the Apple website. The company then promoted the video on social media to spread the word. Microsoft, on the other hand, spent millions on a short commercial promoting its own products.
