Apple devices never seize to amaze us with their abilities. iPad Air 2 was used to shot a film narrated by Martin Scorsese.
In 2010, Apple showed its first commercial for iPad, during the 81st edition of the annual Academy Awards. So returning to prove their technology in matter of tablets, has evolved it is very normal. This year, Apple is making its strongest point to show that the iPad is a powerful film making tool.
On the background of the new add, which was launched Sunday, is playing Our Hearts Like Gold, by Groenland. Martin Scorsese, the director in a voiceover, talks about creativity and how every step you take is a first step, every brush stroke is a test, every scene is a new lesson, every shot is like a school.
For the commercial, Apple collaborated with the LA County High School for the Arts, a school of performing and visual arts situate din Los Angeles. Filmmaker students were given iPads and shot their project in a weekend and the making off of the filming was shot using an iPad Air 2.
Like in most of the Apple commercials, Scorsese never talks about the Apple iPad Air, apps for movie making and the entire process of shooting who decided to film a movie with an iPad. The spot, with a length of one minute, features clips from different teams using the tablet to film and edit a diversity of scenes.
At the end of the notes, as a small text accessory, the students have used some extra hardware, which included a boom mic, dolly and a radio controlled airplane. But all the rest was completed by using the apps for the iPad from the App Store.
Things that cannot be seen but have been related, is that the commercial was similar to the one that aired during the Grammy awards earlier this month, which has been filmed entirely with the iPad Air2. The iSight camera of the tablet, supports 1080p 30fps video.
This only makes us wonder if Scorsese, the director of movies like The Departed and Taxi Driver, would ever take into consideration shooting and entire movie on a tablet. According to Apple, the film director is presently shooting a movie outside the United States and couldn’t be reached for comments.
“If you want to read the whole voiceover made by Martin Scorsese in the add, you can look at it below:
You can’t do your work according to the people’s values. I’m not talking about ‘following your dream,’ either. I never like the inspirational value of that phrase. Dreaming is a way of trivializing the process, the obsession that carries you through the failure as well as the successes which could be harder to get through.”
“If you’re dreaming, you’re sleeping. It’s important and imperative to always be awake to your feelings, your possibilities, your ambitions. But you also know this, for your work, for your passions, every day is a rededication.
Painters, dancers, writers, filmmakers, it’s the same for all of you, all of us. Every step is a first step, every brush stroke is a test, every scene is a lesson, every shot is a school. So, let the learning continue.”
Apple is well known for using the Oscars to put a light on its products. The first ad created for an iPhone, titled “Hello”, first aired in 2007, with several months before the original device went on sale and the first iPad ad, was first released during the Oscars, three years later.
Image Source: machine
Deborah Campbell
