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New Apple holiday commercials
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[Craig Seeman] “Referring to this. Maybe I wan’t clear. Not Holiday spots but…”
I see. But, not the same thing.
– Oliver
Oliver Peters – oliverpeters.com
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Curious as to which CG app was used on one of them.
Very stylistic 🙂
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PS: Just because it’s not YouTube, which has a more consumer oriented slant. However, in any case, it’s inconsistent messaging on Apple’s part, if they indeed took the video down.
– Oliver
Oliver Peters – oliverpeters.com
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[greg janza] “That kind of mandate is ridiculous. A project with a budget as large as the Apple holiday spot is all about the creative vision of the Director or Creative Director and the production team executing to the best of their ability on that vision. If by chance the production company uses FCPX then it’s a slight bonus for Apple marketing but the primary goal is to create a memorable spot that resonates with the mass audience and whatever tools the creative team uses to achieve that goal should be supported. The same would hold true for any project.
“THIS.
It’s also important to understand that when the creative budget is in the millions for a huge company signature ad — it’s still utterly dwarfed by the media budget that gets spent to support it. If the production process contains X financial risk – the MEDIA spend contains X times 10 risk.
Whether the pros charged with executing the spot elect to use a RED, a Mitchell BMC film camera, or Fisher Price pixel vision rig to shoot the spot with – THAT is what will get used. And it doesn’t matter a jot if somebody in the echelon loves or hates Red, Arri or Fisher Price as a company. Gear selection is WAY down the list of what matters at that level.
Once again, its never the piano that matters – it’s the piano player.
Of course, pianos do occasionally fail…
Here’s proof.
Enjoy a bit of holliday viewing when the equipment failure isn’t something on YOUR shoot!
Creator of XinTwo – https://www.xintwo.com
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[Oliver Peters] “I see. But, not the same thing.”
The constant is that Apple is not marketing it’s own software even on it’s own product pages (iMac Pro).
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[greg janza] “That kind of mandate is ridiculous.”
What’s ridiculous, is having your competitors product in your promotion and thinking that’s OK. Would you go ahead have a bunch of HP computers in there also, if that’s what they were working on?
[greg janza] ” the primary goal is to create a memorable spot that resonates with the mass audience”
No. The primary goal is to market the company’s products and do that by making a memorable spot. A bonus would be to not embarrass the company while doing it. It’s not all that hard. Companies make request like that all the time (as they should).
“Would you mind not getting shots of Ford Plaza while we are doing the Toyota promo?”
Ah….OK. Somebody actually has to be told that?
If they would have said, I’d like you to cut this on X if that’s possible I’m sure they would have said OK, because they want that work (even if they had to call somebody to assist).
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[Tony West] “If they would have said, I’d like you to cut this on X if that’s possible I’m sure they would have said OK, because they want that work (even if they had to call somebody to assist).”
While that might work in theory, it doesn’t happen in practice. Internally Apple owns a bit of everything when it comes to hardware and software. There was a lot of banter here when Apple acquired Beats and everyone found out they had Avid systems in-house, because of a job ad. I have worked with an ex-Apple Creative Director who had been initially hired by Apple, because he was a skilled Flame operator and they had Flames in the department he joined.
Apple wants the best talent in order to get the best results. What they use is less important. It may well be that the animation company was selected first because of their work, and possibly secondarily because they were using Macs in the process. But it’s quite possible they also used a lot of PCs, too, which simply weren’t featured in the BTS videos. Just like Apple’s data centers use SuperMicro computers, not Macs for the heavy lifting. And past Apple commercials were cut on FCP “legacy” well after FCPX was in full swing.
– Oliver
Oliver Peters – oliverpeters.com
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[Oliver Peters] “While that might work in theory, it doesn’t happen in practice. “
This is the problem right here, I’m not speaking from “theory” I’m speaking from “practice” in my years of working for large corporations. In the world that I work in, it happens exactly that way. In my practice the corporations have all the power, not the person trying to work for them. I don’t care how talented you are, you are replaceable to the corp. So when they have said something on jobs I work on you do it, because you know very well if you don’t they will have someone who will in your place.
To be honest ” It may well be” , “and possibly”, “But it’s quite possible ” those are what I would call theories. You don’t really “know” what happened in this case and I don’t either. I’m simply saying I would have done what every other company I have worked for in the biz has done. Push my product.
[Oliver Peters] “Apple commercials were cut on FCP “legacy” well after FCPX was in full swing.
“Yes, and that’s silly and wouldn’t happen under my watch. It would be different if you had a product that couldn’t handle the job, and if you did you shouldn’t be making it. If you aren’t going to push your own product who will?
When you said the apple person wouldn’t tell you what they cut that other spot on that’s a problem. If you are embarrassed to say, that should be a clue you shouldn’t be doing what you are doing. If they were proud of it then they should have just answered the question. I wouldn’t have been in that spot. I would have said, ” X of course” and would have given you an odd look for even asking that question : )
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[Tony West] “This is the problem right here, I’m not speaking from “theory” I’m speaking from “practice” in my years of working for large corporations”
I’m speaking about actual practice, too – Apple’s. But yes, from my experience, I’ve seen the same.
[Tony West] “You don’t really “know” what happened in this case and I don’t either.”
Agreed. No argument there. For all we know there may well be other technical reasons, which I’ve said all along.
[Tony West] “I’m simply saying I would have done what every other company I have worked for in the biz has done. Push my product.”
But you see, FCPX may be so under the radar EVEN within Apple, that in spite of the likely layers of approval of rough cuts at the agency and within Apple, this was never flagged as an issue in the first place (assuming that it was).
[Tony West] “Yes, and that’s silly and wouldn’t happen under my watch. It would be different if you had a product that couldn’t handle the job, and if you did you shouldn’t be making it. If you aren’t going to push your own product who will?”
With that attitude, the few large films that have been cut on FCPX would have never been allowed to have been cut that way. But because the directors were allowed creative freedom, they were.
I do think you are completely missing the point of these videos. It’s NOT to promote a specific product – hardware or software. Rather, that you can realize any creative vision with the tools the Mac ecosystem offers – both Apple and third party.
[Tony West] “If you are embarrassed to say, that should be a clue you shouldn’t be doing what you are doing”
No, that’s not how Apple rolls. Their marketing people are disciplined about message. Those spots were about the iPhone and photographic capabilities. Getting bogged down in a discussion of why X wasn’t used would have been counter-productive. They were simply staying on message.
[Tony West] “I would have said, ” X of course” and would have given you an odd look for even asking that question : )”
Are you seriously saying you would be willing to lie to help promote the product ?! Really?
– Oliver
Oliver Peters – oliverpeters.com
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[Oliver Peters] “may be “
We don’t know, if that’s true it’s a problem not a good thing.
[Oliver Peters] “I do think you are completely missing the point of these videos.”
I don’t know that at all. You are giving YOUR OPINION of what their goal is, and even if that were the case and I don’t know that it is, it wouldn’t be my goal. You and I disagree on what the goal should be.
[Oliver Peters] “Getting bogged down in a discussion of why X wasn’t used would have been counter-productive. “
This is YOUR post Oliver. You didn’t post about how this ad made you feel good. You made a post about apple using their competitors product in their ad. The fact that you did that blows up your own argument imho. They can’t be happy about a thread like this, and if they are the need more help then I thought.
[Oliver Peters] “Are you seriously saying you would be willing to lie to help promote the product ?! Really?
“Dude, I wouldn’t be lying because I would have actually made sure that my product was used in my own ad campaign. I would have been telling the truth. Seriously!
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