Apple goes behind the scenes of its new ‘1.24.14’ Mac anniversary ad

Apple ad (Mac anniversary, 1.24.14, image 003)

Apple this morning published a new 30th Mac anniversary video, titled ‘1.24.14’ and shot entirely on iPhones and edited on Macs.

Now, less than an hour ago, the company’s YouTube channel got refreshed with a behind-the-scenes video detailing the thought process that went into the creation of the well-received ‘1.24.14’ ad.

I’ve included it for your viewing pleasure right after the break so give it a watch and then meet us in comments…

Here it is.

Video description reads:

On the 30th birthday of the Mac, we directed 15 camera crews across 10 countries to capture the amazing things people are doing with the power of Apple technology. The ambitious film was shot in a single day, entirely on iPhone.

And here’s the original ‘1.24.14’ ad from this morning, made by Apple’s long-time ad shop TBWA\Worldwide.

From Apple’s homepage:

On January 24, 1984, Apple introduced the Macintosh. And with it a promise that the power of technology, put in the hands of everyone, could change the world. On January 24, 2014, we sent 15 camera crews all over the world to show how that promise has become a reality.

From sunrise in Melbourne to nightfall in Los Angeles, they documented people doing amazing things with Apple products. 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.

Yes, they really used a hundred iPhone 5s handsets as cameras:

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.

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.

And who better to film it than director Ridley Scott’s son.

One of the first phone calls at the beginning of the project was from Lee Clow, the ad agency creative director behind the iconic commercial that launched Macintosh in 1984, to Ridley Scott, who directed it. From the start, they knew the right director this time around was Scott’s son Jake. Collaborating with his father, Jake assembled 15 crews around the world, each led by an outstanding cinematographer.

After the footage was shot in each location, it was handed over to Angus Wall, one of the most sought-after editors in Hollywood. Because so much footage had to be edited so quickly — over 70 hours shot on 100 iPhones — he employed a team of 21 editors to piece the story together.

Check out the editing room on a sound stage in Los Angeles.

Apple ad (Mac anniversary, 1.24.14, image 002)

And more piccies and stories here

So, did you like this behind-the-scenes look at ‘1.24.14’?

And what about the ‘1.24’14’ ad while we’re at it?