Apple posts behind-the-scenes video detailing the creation of its ‘1.24.14’ ad


Apple has just published a new YouTube video that goes behind-the-scenes of the ad released earlier today. Video teams in 10 countries across the world were given an iPhone 5s (or several) and lead by the U.S.-based director Jake Scott via FaceTime to film the entire globe-spanning video in just one day.

The video was created to celebrate the 30th anniversary of the Mac, though it does have some focus on iOS devices. Over 70 hours of footage were recorded and then distilled down to a minute-and-a-half video using a Mac. A web page published along with the video features an even more in-depth look at the process.

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  1. Alborz Heydaryan - 9 years ago

    Pretty amazing. few people are complaining that you can’t create that quality on your own, but they’re missing the point. the point is that if the camera is good enough that in the right hands can produce such an amazing quality video, then it leaves no reason for you to blame the camera for bad quality videos you’ve recorded. I believe those videos would have looked bad on any camera…
    it’s about the potential of what possible with what you have in your pocket every day!

  2. Anthony Lopez - 9 years ago

    Don’t underestimate the power of the AE/AF Lock.

  3. rettun1 - 9 years ago

    Is this one filmed with only iPhones? O.o

  4. MikaelT - 9 years ago

    And secret to great video quality is to drown it with light.

  5. Nick Frey (@NickFrey) - 9 years ago

    Hey guise, the video itself is 1:24.