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May 17, 2014

This New Ad for Bentley Was Shot on the iPhone 5S & Edited on an iPad Air Right Inside the Car

Bentley AdYou would think that an ad for Bentley, which makes some of the most expensive and luxurious cars on the planet, would pull out all the stops to make their product look absolutely perfect by using a camera that mirrored the opulence of its subject. But instead, the ad was shot on an everyday smartphone -- an iPhone 5s to be exact, and the result was surprisingly gorgeous! Continue on to see what a beautiful 2014 Bentley Mulsanne looks like through the eye of a smartphone, as well as some behind the scenes footage that shows all of the added goodies these filmmakers used to make their images pop.

This ad, which is technically a short documentary, is called "Intelligent Details," and was commissioned by Bentley Motors to highlight the "fusion of luxury, performance and technology" of their new Bentley Mulsanne. Their approach to this meant having the ad "filmed, assembled and edited using the in-car connectivity and entertainment platform." Essentially, the filmmakers used an iPad Air to assemble all of the footage, and edited the entire thing in the backseat.

These filmmakers essentially turned a $300,000 luxury car into a production office, which I'm sure is the whole point of approaching the project this way -- to show that the Mulsanne is an extravagant tech-hub on wheels. AppleInsider got to speak with Bentley's Head of Communications Graeme Russell and was told that out of the factory, the Mulsanne includes a Wi-Fi hotspot, two electrically deployed picnic tables with iPad holders (with space for Apple's wireless keyboard) and high-end audio components.

Check out the ad below, and make sure you continue watching after it ends -- the behind the scenes portion starts at the 3:15 mark. Continue scrolling to find out what tools these filmmakers used to achieve the look of the video.

So, what exactly was used? According to AppleInsider, two iPhone 5s' were mounted onto $75 BeastGrip lens adaptors that allowed them to use threaded lenses, including the $38 Neewer 0.3X Baby Death 37mm Fisheye Lens, as well as a Schneider iPro lens, which you can buy in a kit for $230. Oh! I almost forgot -- they also used one of Freefly's $5,000 MōVI M5 gimbal stabilizers for all of those beautiful handheld shots. As far as software goes, the "fast and dirty" edits were made using iMovie, while the $5 FilMic Pro was used to offer more control over their cameras -- it's kind of like the Camera+ for video.

What did you think of the video? Now that a company like Bentley has utilized smartphone filmmaking to promote their luxury cars, do you think that it will become more acceptable professionally (given that you're got some bells and whistles like these filmmakers did)?

Link: Behind the scenes of Bentley's iPhone-filmed, iPad Air-edited ad -- AppleInsider

[via WOBentley]

Your Comment

145 Comments

Personally for what it is, it's ok. I shot something on the iphone the other week and I think even though these guys probably went off the back of 'shot on an iphone' I still think there was room for better shots to be used. This is what I shot myself in an hour - https://vimeo.com/95406610

May 17, 2014

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Ryan - Just had a look at the Microlife video you made. There are some lovely shots in there (regardless of what they were shot on!). Nice work. If anything, I think you could make a stunning 30 seconder out of it - keep it really punchy.

May 18, 2014

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They need to use zoom control for iphone www.4pzoom.com :-) will be more interesting...

May 18, 2014

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This is just a silly marketing ploy.

Who cares?

May 17, 2014

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TOM

there you go, it's all marketing.

May 17, 2014

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kuban

It is all marketing. So what. What is it supposed to be?????

May 18, 2014

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Gene

It's a commercial.....

August 9, 2014

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Jack Marchetti

Awful. Everything that's wrong about cinematography and direction nowadays put into one ad. Keep making such bad stuff indie filmmakers.

May 17, 2014

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Ben

Well said. What I hate most is the fact that people believe these are good standards...

May 17, 2014

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Giblin91

indie filmmakers? What are you an elite unionized pro filmmaker? Man, the rest of us can only dream of reaching your God-like status.

May 17, 2014

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Stephen

The shooters probably made a mint from this project. Everything that's wrong? Wow, let's all take a breath.

May 17, 2014

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Gene

I would not call these guys indie film makers. They used an iPhone yes which I do think is nothing more than a gimmick but still a relevant gimmick to illustrate a marketing message. Just because they shot it on an iPhone though does absolutely not make these guys indie film makers.

May 17, 2014

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I agree with Craig. Calling these people indie filmmakers because they used an iphone 5s is like saying someone is a pro because they use a RED. This is just someone wasting a bunch of cash. I personally know I could have shot better things than this no offence. However these guys with other gear are probably ahead of the game and rule. It's just horses for courses I think.

May 18, 2014

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I've come to the conclusion that people like bad things these days. I guess because it's more relate-able and people are envious of anything done to a higher standard. Welcome to post-modernism... It's all about tearing down the beautiful... and uplifting the terrible and mediocre.

May 17, 2014

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bwhitz

Same look and "mood" of Apple videos. God how much I hate this approach to filmaking.
Out there there are better phones and better tools to invest in to do advertising.
Just a silly production placement commercial.

May 17, 2014

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Giblin91

Looks okay, would have looked 1000x better shot on an Epic or anything else.

May 17, 2014

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Vlad

you guys need to calm down. ;)

This is not narrative film making. It's just internet based marketing. For it's intention, it looks fine.

I don't think it looks "awesome". There are a number of issues with it, but for the internet...on Fb...it will serve it's purpose well and is much, much cheaper to produce.

May 17, 2014

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sean

I say this is pretty cool. What's with all these brutal commenters these days? This was shot on an I-phone. A freakin phone. Yes the lighting could of been a little better but this was kind of run-and-gun from the looks of it. I think it's pretty cool, such an expensive top of the line car company shot on the cheapest camera, something accessible to just about everybody, a phone with no crew and limited natural lighting. Another reminder of how awesome it is that we have these filmmaking tools we take for granted at our fingertips.

May 17, 2014

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Stephen

Yeah, I don't find anything wrong with this shoot either. Some people need to lighten up. It actually looks pretty dam good.

May 17, 2014

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Gene

Thanks for adding a little balance to the comments Stephen and Gene. I admit that, sometimes, I read the comments on NFS just to see what kind of trollish, meanspirited trainwreck they become; especially on the tech posts. I actually get excited when I see positive, or at least, simple and honest, statements made about the articles.

May 18, 2014

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Lopez

People can complain about the look as much as they want. I personally don't think the ad looked that great. But that doesn't matter, because the important question isn't did it look the best it could? The important questions are, did the video generate interest and did it achieve the goal of the campaign? With over 372,000 views the answer is a resounding yes. The ad was getting at smart, technologic integration and innovation. The production literally mirrored their point. Very smart indeed.

May 17, 2014

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nathan

It's what the customer wanted. Period. It's not what the shooter wanted. By the looks of comments on this blog for some time now it looks like the shooter, some of them that is, is getting out of touch with what the customer is happy with. With all the new advances the shooter might be getting disoriented.

May 17, 2014

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Gene

damn... hope you guys got toast for all that jelly.. its a damn commercial and a good one at that. it served its purpose which is too sell the car and its functions and features. it was shot on an iphone so what! sound like a bunch of bitter haters to me.. then we see your work and its not better, guaranteed on that one. Haters are too busy hating they don't have time to actually be out there making good films.

May 17, 2014

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DAF

Can I get an A-men ! People should spend less time complaining and more time worrying about their own projects !

May 17, 2014

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All the people hating on here, really? seriously!? This is why there's successful film-makers and film-makers who are just drying up and not going anywhere. The ad is great for what it is!, stop hating and go make your own shitty films..I'm pretty sure your negative outlook wont get you anywhere.

May 18, 2014

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robo

YEEEEEEESSSSSSSSS!!!!

May 18, 2014

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Lopez

Yeah, it's really good. FOR A PHONE.

May 17, 2014

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A.R.

Yeah, it's really good. FOR A PHONE. Except, both because it's an ad, and the shots are so repetitive it's also WAY TOO LONG.

May 17, 2014

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A.R.

Apparently the customer is happy with it. Isn't the customer always right? 379,000 views in 3 days---the end user is happy too. Isn't the end user is always right?

May 17, 2014

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Gene

Yeah and by that logic the transformer franchise is cinematic perfection.

May 18, 2014

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Keith

Who cares? What's your point?

May 18, 2014

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Gene

The customer isn't right? The end user isn't right? The shooter with his ideals of "cinematic perfection" is right? Is that your point? If yes, that sounds like a small cluster stoop of shooters masturbating over their fantasy ideals. If no, sorry for the harsh honesty of what it looks like you're saying, but not intending for it to sound like it.

You probably don't realize how you're coming across.

Sorry for my blue humor.

May 18, 2014

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Gene

Isn't the point (well part or it at least) to highlight the union between Apple and Bentley? That's sort of what I got anyway.
Being ultra picky though, wouldn't you have at least gotten the frame rate right to stop the strobing on the headlights on the final pack shot?

May 17, 2014

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What did they use to capture sound? Surely it wasn't on cam, or on phone audio?

May 17, 2014

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You can get lav mics for iPhones so it's not unimaginable.

May 17, 2014

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I did a filmmaking workshop with some elementary school kids a few weeks ago. We shot on iPads and edited in iMovie because I wanted the kids to know they had the tools to make movies. We did cheat on the audio. We used iRig pre (I think it was the pre) to plug some rode ntg-1 mics into the iPads. Got some pretty sweet sound. Basically any Xlr mic is usable. And it even provides phantom power.

May 18, 2014

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Steve

Where's all those beotches that said the GH4 can't be used to make commercials because it's not sophisticated enough!!!

May 17, 2014

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Gene

now compare that to jaguar that shoots their ads with the alexa (both british males sense)

http://www.youtube.com/watch?v=KgfRSmlfM1Y

May 17, 2014

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Steffi Hawk

all that is missing is Jeremy Clarkson telling you the specs as if its the best thing ever... in the world.

May 18, 2014

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zakb

That video actually looks old.

May 18, 2014

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Gene

Alexa British? Bentley British?

May 19, 2014

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DLD

Yes, yes, we all get the point. Movies can be shot on cell phones now. There are even a few cell phones with 4k cameras in them. But I still don't understand why Bentley, arguably THE most upscale car manufacturer in the entire world would want their commercials shot on an iPhone.

May 17, 2014

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Neil

Then you DO NOT understand marketing -- simple as that. This wasn't a capricious act, the agency/client knew exactly what they were doing.

May 17, 2014

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c.d.embrey

Didn't you not see the titles? The spot was a joint project between Apple and Bentley and was made to showcase their product lines. How could you not understand that??!!

May 17, 2014

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Bdise

How does using iPhones to film a commercial for one of the most expensive and exclusive vehicles on the entire planet benefit Bentley in any way. Will a person who can afford a $300,000 vehicle care in the slightest that the commercial was filmed with a cell phone?

Also, they used $5000+ of gear and lenses to film the commercial. They didn't just pull their iPhones out of their pocket.

May 18, 2014

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Neil

Did you notice the built-in computers? They're iPads with external keyboards. Bentley is showcasing technology in the cabin. Appropriately, with it being Apple hardware, Bentley made the commercial with Apple iPhones & iPads.

Burberry, another high end, British line, used iPhones to shoot a fashion show. The old codgers want to seem current.

May 18, 2014

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Charlie

It's promoting the iPad in the car. Hence, they shot it on an iPhone for marketing purposes. That is all. Move on.

May 17, 2014

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techfilms

I would take a (dangerous, sweeping, generalized) guess that almost none of the people on here moaning about the video have ever had clients to appease. Don't mean to sound shitty but if you did work with clients you would get that this works. Aesthetically it may not be the commercial that the shooters would have liked to have shot when a Bentley job but I bet everything that I own that it was on spec and fit the brief perfectly. There is a hell of a lot more to a good commercial than pretty pictures.

May 17, 2014

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Ahem, sorry... *when WINNING a Bentley job...

:P

May 17, 2014

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I imagine the profit margin using an iPhone, and editing it on the laptop in the car, was higher than using a Red Monochrome and editing it on the shooters computer. :-)

May 17, 2014

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Gene

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