Apple didn’t do a Super Bowl ad, as some had suggested it might, but today it debuted a video designed to capture the spotlight all its own. The spot, which is a little over a minute long, is shot entirely on iPhone devices during one 24 hour period, by 15 camera crews. It was then edited on Macs back in LA, paring down over 70 hours of video into the final spot you see above.
The point? To demonstrate that you can do in one day using Apple’s iPhone devices what it once took months and millions of dollars’ worth of equipment to create. It also captures tons of people doing lots of creative things with Apple products, including building fully articulate robotic prosthetics controlled by an iPod touch, to a symphonic performance analyzed and monitored using an iMac.
The spot was edited by Angus Wall, a Hollywood editor who worked on Fight Club, Zodiac, The Girl With The Dragon Tattoo and The Social Network to name a few, and longtime Apple ad man Lee Clow served as creative director. Clow, who was behind the famous ‘1984’ Super Bowl ad spot that borrowed themes from the dystopian sci-fi novel of the same name, tweeted this during last night’s game:
Ok so it wasn't a great Super Bowl. Tomorrow's another day.—
Lee Clow (@_clow) February 03, 2014
Apple may not have had a Super Bowl ad this year, but this post-game spot is arguably better, and definitely more in line with the company’s vision of itself as apart from the crowd.