February 23, 2015

Apple's Oscar Ad Featuring Martin Scorsese Was Shot On the iPad Air 2

Apple's newest ad aired last night during the 2015 Academy Awards (see the full list of winners here). If you missed the show, you can watch the ad right here:

https://www.youtube.com/watch?v=-LVf4wA9qX4

The voiceover was taken from a Martin Scorsese commencement speech given at NYU, which we covered previously:

https://vimeo.com/106196480

Using tools like FiLMiC Pro and VideoGrade, the students from LACHSA shot on the iPad Air 2 and made films in a week (and the BTS footage was also shot on iPads):

iPad is the ultimate tool for independent filmmakers. It lets them chase their ambitions and dive deeper into the work they’re so passionate about. Learn how students at Los Angeles County High School for the Arts relied on the power and versatility of iPad to write, produce, shoot, score, and edit their films in a matter of days.

At this point it's really not surprising seeing commercials shot on iPads and iPhones, but it's great to see what high school students can do with pretty simple tools — tools available to plenty of people. It's clear they aren't using Fisher dollies and Technocranes (like some previous Apple ads) to shoot this footage. These students are shooting on good ol' Redrock rigs and other DIY tools (including using skateboards), so the results are much closer to what the average person could do.

It's refreshing to think about the message of the ad when you consider all of the money Hollywood spends on making movies. It might be a cliche at this point, but yes, you can go out and be creative and make a movie with just the phone in your pocket or the tablet on your desk.

To read more about the process and check out more behind the scenes videos, head on over to the Apple site here    

Your Comment

17 Comments

A perfect example of dogfooding. I wonder if it was shot in 4K - just kidding...

February 24, 2015 at 1:56AM

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GeoRover
Aspiring DoP
134

It's a lot more 'honest' than most dogfooding category ads.

February 24, 2015 at 9:24AM

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Patrick Ortman
I tell stories. Sometimes for money. Sometimes, not.

Although, at the end, in fine print, is the statement "Additional hardware used." That sounds like it wasn't all shot on iPads. . . .

February 24, 2015 at 10:26AM, Edited February 24, 10:26AM

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I saw it as a regular print though. Additional hardware was tripods, external microphones etc. is what I am thinking which is pretty apparent in the video itself. BTW I am no Apple fanboi, my views are based on observations only.

February 26, 2015 at 3:37PM

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GeoRover
Aspiring DoP
134

Don't be stupid with the price of an Ipad you can buy a second hand DSLR, or new Gopro 4 so much better then that!

February 24, 2015 at 2:49PM, Edited February 24, 2:49PM

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Julian Cortizo
Director / Post-Producer / Composer
169

I don't know why someone down voted this but it is quite a honest comment.

February 24, 2015 at 7:29PM, Edited February 24, 7:29PM

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Kyle Dockum
Videographer and Editor
548

Can you write your script and draw your storyboard on a GoPro or DSLR. Can you edit and your footage? So think about "being stupid" again, if someone is trying to find the cheapest all-in-one solution to simply get started.

February 25, 2015 at 4:28AM

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Yes you can, it is called Galaxy NX from Samsung

February 26, 2015 at 3:55AM

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I believe the quesiton was: Can you write / storyboard / edit / record music on a GoPro or Canon EOS. Not if you could do on an Android tablet (most people here know the answer to that).

The point is, iPad camera has become good enough that, if you know its limitations and plan your work around it, you can produce remarkably usable results. Combine that with all the other functionality, and not to mention the ubiquity of iPads all-around, and the tool is there for anyone with talent and skill.

February 26, 2015 at 5:33PM

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Can't seem to find these full movies on apple's website. Anyone know where we can find them?

February 24, 2015 at 4:19PM

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This is all beautiful, inspirational, as long as people don't do forced labor somewhere in Asia.

February 24, 2015 at 8:03PM

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Renato Schvartz
Editor/Professor
81

Yay, great ad as usual, Apple. The camera in iPad still looks like cock, though.

February 25, 2015 at 1:13AM, Edited February 25, 1:13AM

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Terma Louis
Photographer / Cinematographer / Editor
1659

Mmm cock. Oh wait you're saying that's a bad thing.

February 25, 2015 at 12:26PM

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Would have been a great ad if the image quality didn't look like crap.

February 25, 2015 at 1:32PM

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Did they also use the iPad for that awesome green-screen thumbnail?

February 25, 2015 at 3:15PM, Edited February 25, 3:15PM

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It was an OK commercial- nothing spectacular in concept or execution. Apple knows how to promote itself better than any company around, I'll give them that for sure.

What high school has all that equipment anyway? That is not "average" by any means- they had a few things on there that I don't even have, and I actually shoot professionally.

February 26, 2015 at 8:16PM

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Douglas Bowker
Animation, Video, Motion-Graphics
168

i am very disappointed with nofilmschool pushing this sort of content. it is an ad that is intended to convince us that owning an apple ipad will bring us closer to realizing our aspirations as filmmakers. i am baffled by what sort of discussion you guys expected to generate out of this. oh and thanks for providing the link to the apple site for all of us who don't know how to get there...

February 28, 2015 at 2:12PM

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