Back in 2010, Apple ran its very first commercial for the iPad during the 81st annual Academy Awards. So it’s only fitting that the company has returned again and again to remind people of what they can do with sleeker, more powerful tablets. And this year, Apple is making its strongest pitch yet for the iPad as a filmmaking tool.
If you can’t wait until the Oscars, you can watch the spot now on Apple’s website, and later on YouTube.
With Groenland’s “Our Hearts Like Gold” playing softly in the background of the new ad, which launched Sunday, director Martin Scorsese in a voiceover talks about creativity and how “every step is a first step; every brush stroke is a test; every scene is a lesson; every shot is a school.”
As is typical of most Apple commercials, Scorsese never mentions the Apple iPad Air, movie-making apps or the process of shooting a movie on a tablet.
Instead, the images tell the true tale of a collection of Los Angeles County High School for the Arts students who assigned to make a movie with an iPad. The one-minute spot features clips of various teams using the tablet to shoot and edit a variety of scenes.
As a small text qualifier at the end of the ad notes, the students did use some additional hardware, including a boom mic, dolly and radio-controlled airplane. But the rest was all completed using the iPad and apps from the App Store.
What’s not seen, but was told to Mashable by Apple, is that the commercial was — like the one that aired during the Grammys earlier this month — filmed entirely on the iPad Air 2. Its iSight camera supports 1080p 30fps video.
One wonders if Scorsese, the director of such classics as The Departed and Taxi Driver, would ever consider shooting a movie on a tablet. The filmmaker is currently shooting on location outside the United States, according to Apple, and was unavailable for comment.
Here’s the full text of Scorsese’s voiceover in the ad:
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.
Mashable article. For source: http://mashable.com/2015/02/22/apple-ipad-oscar-ad/?utm_cid=mash-com-Tw-main-link