Appearing on Apple’s Web site, the 90-second video takes us around the world as we watch people of different ages and nationalities using the Mac in their personal and professional lives. We peek in on kids, students, designers, researchers, inventors, and musicians tapping into the Mac with some scenes of the iPhone and iPad as well. The video ends by telling us that it was all shot in one day using iPhones.
A follow-up page explains that on January 24, 15 camera crews trekked around the world to shoot more than 70 hours of footage all with the iPhone 5s. In total, they covered 15 locations on 5 continents in the space of 36 hours, accounting for time differences. The director of this mobile production was Jake Scott, son of famed Hollywood director Ridley Scott, who shot Apple’s famous “1984” Super Bowl spot more than 30 years ago. The younger Scott was able to direct all of the shots remotely using FaceTime, according to Apple. The footage was sent back to the studios where a team of 21 editors snipped it into just 90 seconds.
The real story here is less about a celebration of the Mac and more about the techniques used to shoot the video using mobile devices with a director who supervised the production remotely.
“Initially, the team of cinematographers thought they would need lots of professional equipment and software. But the more test shooting they did leading up to January 24, the more they realized the camera in the iPhone 5s would meet their very high standards. In the end, while some additional equipment was used, much of the footage was captured with the iPhone alone.”
This film doesn’t just document the power now in everyone’s hands — it demonstrates it. Every frame was shot with an iPhone, using the same camera millions of people around the world shoot with every day.