RSA Films shoots on location around the world for Apple Mac 30th anniversary
Jake Scott has directed a new spot for RSA Films marking the 30th anniversary of Apple’s first Mackintosh computer. Fifteen camera crews in ten countries around the world filmed scenes on iPhones on a single day – 24 January 2014 – showing people using different types of technology.
“From sunrise in Melbourne to nightfall in Los Angeles, they documented people doing amazing things with Apple products,” Apple said in a statement: “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 production was based in Los Angeles and Scott and his team communicated with their camera crews via Apple’s FaceTime software. Global filming locations included Melbourne, Shanghai, Botswana, Pompeii, Puerto Rico and Aspen. As a result of filming rolling footage simultaneously in different time zones, the full filming day was actually 36 hours rather than 24.
Special jibs were used to capture steady shots with each iPhone and the operators wore receivers that transmitted the footage as it was filmed. Assistant Directors accompanied each operator and the different teams communicated with the LA base camp.
“There’s a sense of liberation about being able to tell these stories with this device, to explore it and investigate it - to see what the iPhone is capable of and then to push it and stretch it,” Scott explained.
Agency: TBWA/Media Arts Lab
Creative Director: Lee Clow
Production Company: RSA Films, Los Angeles
Director: Jake Scott
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