Apple on Monday posted a neat behind-the-scenes look for its most recent Mac ad, which celebrated the 30th anniversary of the company’s oldest product line. If you missed it, the commercial was filmed using the iPhone only, and was shot over the course of a single day (technically). Just thinking about producing that kind of operation is enough to make your head spin, but with Apple’s resources and gobs of talent, the company explains how everything was put together.
In all, Apple shot footage in over ten countries and fifteen locations, starting in Melbourne, Australia and wrapping up on the West Coast of the U.S. Production actually took 36 hours to complete, but technically it all took place on Jan. 24. The video is interspersed with users all over the world using Apple’s Mac for things such as education, graphic design and other awesome projects. Everything was directed from a single location in Los Angeles, using FaceTime to communicate with other teams around the world.
Some heavy duty rigs are used in conjunction with the iPhone in order for the footage to look professional, but it shows what Apple’s devices are capable of. Of course, the commercial itself does a nice job showing off Apple’s diverse userbase.
“Every single day, people are doing incredible things with the Mac and the technology it has inspired,” Apple said. “We couldn’t think of a batter way to demonstrate that fact than to capture one of those days unfolding.”
The ad’s director, Jake Scott, heaped praise upon Apple’s smartphone, and said using the iPhone to shoot gave the crew a sense of “liberation.” Over 70 hours of video was shot on 100 iPhones; the footage was then given to Angus Wall, a famous Hollywood editor, and his team.
“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,” Apple said. “From the people feature on camera to the devices used to document them.”
For a deeper look at what went into Apple’s ad, the company has put together a nice page detailing the entire production, including locations and number of devices used.