Apple has launched “Make A Film With iPad”, a commercial featuring excerpts from a speech by film director Martin Scorcese. Scorcese delivered the commencement speech to NYU Tisch School of the Arts Class of 2014. In this commercial we’re shown student film directors from Los Angeles County High School for the Arts using iPads to write, produce, shoot, score and edit their films. Directors Juliet Chin, Miu Jun and Chester Milton, along with Park Pictures film directors Chris Wilcha and AG Rojas, used the iPad Air 2 and its iSight camera with 1080p 30fps video recording. Apple’s campaign, launched during the 2015 Academy Awards, includes an iPad Film page featuring iPad apps used in the script writing, production and post production.
“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.”
Final Draft Writer, camera app FiLMiC Pro and color processing app VideoGrade. Apple also featured its own GarageBand app, which was used to edit sound captured with the Apogee MiC microphone for iPhone, iPad and Mac.
Apple’s February 8 Grammy Awards commercial “Make Music with iPad”, featured the song “All or Nothing” by Elliphant (Riton iPad Remix feat. The Gaslamp Killer).
Credits
The Apple Make A Film campaign was developed at TBWAMedia Arts Lab, Los Angeles.
Filming was shot by directors Chris Wilcha and AG Rojas via Park Pictures.
Music is “Our Hearts Like Gold” by Groenland.
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