Apple forgoes Super Bowl ad, releases new ‘1.24.14’ film celebrating Mac at 30 online

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, Apple 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.

Fifteen locations on five continents, all shot in a single day: January 24, 2014.

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.

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.

In order to direct 15 separate locations filming in a single day, Jake Scott transformed a sound stage in Los Angeles into a command center. He equipped it with an arsenal of Apple products including iMac, Mac Pro, and iPad, along with large projection displays positioned around the room. From there he was able to watch every scene as it was shot, and direct all the action remotely via FaceTime. Many involved in the production believe this innovative approach to a multilocation shoot will be adopted by other filmmakers.

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. From the people featured on camera to the devices used to document them. And the millions of people around the world watching the result of that work on their Mac, iPhone, or iPad. It’s a story that began 30 years ago, and it remains one that only Apple can tell.

Source: Apple Inc.

[Thanks to MacDailyNews Reader “theloniousMac” for the heads up.]

Related article:
Apple plotting first Super Bowl spot since 1999, ad legend Lee Clow hints – January 27, 2014

27 Comments

  1. “On January 24, 1984, Apple introduced the Macintosh.”

    Wow, wrong in the very first sentence.

    Apple didn’t introduce “the Macintosh”.

    Apple introduced “Macintosh”.

    Watch the original commercial again. Watch Steve’s unveiling. It was “Macintosh” not “the Macintosh”.

    It was not intended to be viewed as a computer, but as a completely new way of doing things. A new way people could interact with their information and ideas to create new and wondrous things.

    The fact that this author (and probably 99.9% of tech pundits) still don’t get this simple fact is extremely telling.

  2. Directed by Jake Scott (son of Ridley Scott, who directed the original legendary “1984” commercial), shot entirely on iPhone 5s.

    While this has been known by so many out there, it is always worth repeating: the technology has became so inexpensive and accessible, it is no longer a barrier to entry into any creative field. Your iPhone now contains a Hi-Def video camera that can be used to make a full feature movie; it contains a complete 32-track recording studio, so you can record and produce sound and music score for that movie. At this point, the quality of your film will depend entirely on your talent and skill — the tools out there are good enough.

    Thirty years ago, there was a huge difference between a consumer video-camera (or a consumer-level 8mm or 16mm film camera) and professional, high-end film cameras used in Hollywood. The end result was beyond comparison, and consumer tools were simply way too inadequate for anything beyond home movies. Today, the difference still exists, but it is significantly narrower, and with a skilled and talented user (who knows how to work around the limitations of consumer tools), the results can look (and sound) every bit as professional as if coming from tools worth hundreds of thousands of dollars.

    We live in great times, don’t we…?

  3. Of course if I read correctly this is the Microsoft add that was shown during the Super Bowl. That synthetic voice sounds very familiar. That keyboard approach, reminiscent of the command line interface, advances notably in medical and communication technology and the use of a football hero is tasteful. Microsoft sure made a nice commercial illustrating how technologies can merge together and make our life better. I don’t think of course that MS is anything like the commercial portrays them, but I guess they really want their Surface to sell.

    Apple was wise making a separate commercial outside of the context of the Superbowl and that commercial, yup, it’s better IMHO.

      1. Not doomed in any sense, but certainly it could have been a waste of money, especially if they didn’t get it aired in the first half. I know at my friend’s so-called “Super Bowl” party, nearly everyone had bailed on the game by the 3rd quarter and were playing pool in another room. I doubt our experience was unique.

        ——RM

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