Creativity

[Greg Janza]

Thanks for sharing Oliver. As usual, Apple hits just the right emotional tone.

https://www.linkedin.com/in/tmprods
tallmanproductions.net

[Rich Rubasch]

Was there a kind of white flicker happening at the end of some scenes? I’ve done things like this before, or used a glitch type effect on some edits to motivate a cut, or just give it a bit of punch on certain transitions. Not heavy handed…and most of the time the client calls them out as errors. They ask, “Something wrong with the encode?” “Did you mean to do that?”

Were you seeing it too or is it just me?

Rich Rubasch
Tilt Media Inc.
Video Production, Post, Studio Sound Stage
Founder/President/Editor/Designer/Animator
https://www.tiltmedia.com

[Greg Janza]

[Rich Rubasch] “Were you seeing it too or is it just me?”

I think it’s just your playback monitor. The whole piece is just straight cuts.

https://www.linkedin.com/in/tmprods
tallmanproductions.net

[Michael Gissing]

All that creativity and still the video was shot portrait. I think we should remain in isolation until the general public learn to turn their phones to landscape before taking video. Maybe what the world needs is an app that won’t let you take a video if the phone is held wrong?

Or maybe I’m being a grumpy isolated old fart.

[Rich Rubasch]

Actually there is no reason you couldn’t position the sensor horizontally when the camera is held vertically. It is counterintuitive but it could be done. Or have a sensor that always remains horizontal no matter how the camera is held. That works for a single lens phone but on the multi lens phones who knows.

Rich Rubasch
Tilt Media Inc.
Video Production, Post, Studio Sound Stage
Founder/President/Editor/Designer/Animator
https://www.tiltmedia.com

[Oliver Peters]

Actually only some of the video clips were portrait. Some of them were landscape 16×9 and some were square. Most of these are stills and for many of those, portrait was appropriate. Remember these clips/photos weren’t shot for this video in particular.

Like it or not, there are distribution platforms that embrace and even mandate vertical and/or square formats. In fact, the biggest feature update for Premiere Pro at the end of 2019 was Auto Reframe – an AI mode designed to make reformatting relatively automatic. It was added precisely because of vertical distribution.

– Oliver

Oliver Peters – oliverpeters.com

[Greg Janza]

[Michael Gissing] “All that creativity and still the video was shot portrait. “

When the content is genuine and compelling it really doesn’t matter if it’s shot vertical. For this Apple ad the vertical material adds to the genuineness which in turn increases the emotional impact.

https://www.linkedin.com/in/tmprods
tallmanproductions.net

[Michael Gissing]

[Greg Janza]”For this Apple ad the vertical material adds to the genuineness which in turn increases the emotional impact.”

Emotional yes. It makes people annoyed, genuinely. No need to excuse the ignorance Greg.

[Tony West]

[greg janza] “When the content is genuine and compelling it really doesn’t matter if it’s shot vertical. “

I have to agree with Greg on this one. The message overrides technical critiques at a time of uncertainty, when people are afraid and unfortunately not enjoying each other’s company the way they should.

They are saying, it doesn’t have to be that way. You can rise above the negative situation and not only bring joy to your family but to the families outside of your own tiny space. You can find beauty in all of this, you just need to be willing to see it.

When that girl whose dad created an ocean inside their home plays that video 20 years from now for her child, she won’t care about the framing. She will say, “Look at this…………..My dad loved me.”

[Brett Sherman]

Actually the different aspect ratios are part of the aesthetic and image. It’s social media generated material and as such it almost requires this type of approach. If everything were pristine it wouldn’t look right. Having end user generated content just gets you in a more fundamental way.

Here’s a similar video from Facebook. Frankly, I think it’s one of the best I’ve seen in a decade or so. Better than Apple’s IMHO.

https://www.youtube.com/watch?v=oUXbMhSjIc0