While neither hide nor hair was seen of an Apple ad on the Super Bowl, Apple has released a new video which celebrates the 30th anniversary of the Mac. The clip is a passing of the torch of sorts, as it was shot entirely on the iPhone.
On January 24th, Apple sent 15 crews out around the world, with one goal, documenting “people doing amazing things with Apple products.” Over 70 hours of footage was captured during the global shoots. The video was then sent back in real time to Los Angeles, where the project’s director made requests of the videographers via FaceTime. The footage was then edited and had an original score applied – on a Mac, of course.
“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,” Apple says.
This isn’t exactly something that regular users could pull off though; Apple admits that “some additional equipment was used” and an expensive looking rig is visible in one behind-the-scenes shot. It also had the benefit of proven talent; Jake Scott, son of famed Hollywood director Ridley Scott, oversaw the project with the help of 21 editors.
“From beginning to end, every facet of this production was made possible by innovations that trace their lineage back to the original Macintosh in 1984,” Apple says.
Perhaps this was the project that Apple collaborator Lee Clow tweeted about last week? After all, he didn’t specifically say the project would be a Super Bowl ad…
You can view the video, and read all about the project, at the Apple website.