Think NLE or Camera maters? Watch this

[Mitch Ives]

[Bill Davis] “(I’m probably overly sensitive to the whole “scoring” issue since I just returned 20 minutes ago from earning another Apple Certification – and I’m VERY mindful that the only score that matters in that testing system is what the testing system SAYS matters – not so much that I might have wanted them to think matters. ; )”

It doesn’t Bill. Not since Apple granted FCP Trainer status to a guy who set up networks for a living and had a total of 1 video edited in iMovie as his total video experience level. After that, Apple Certification no longer mattered, which is why I and so many others let ours go. Once you cheapen something, it’s hard to get it back… a lesson Apple could stand to learn, since “brand image” is so important to them and since they think of themselves as a premium product. As for Bentley, young iPhone users aren’t their demographic… but they could be someday after they develop the “Angry Video Editors” app or whatever hits big next… 🙂

Mitch Ives
Insight Productions Corp.

“Criticism may not be agreeable, but it is necessary. It fulfills the same function as pain in the human body. It calls attention to an unhealthy state of things.” – Winston Churchill

[Tobias Heilmann-schuricht]

Thank you for sharing!

It helps me to remind myself of what is possible these days and that never seizes to amaze me.

What’s wrong with with a high paid crew shooting a spot for an even higher end car, mounting a smartphone on an expensive gimbal? What’s wrong with it not looking like an A-class B/W movie?

It’s just playing around, experimenting, forward motion, for what ever reason, budgetary, creative, it doesn’t matter.

In Touch Media GmbH
Germany

[Craig Alan]

In theory nothing is wrong with it. But it rubs me the wrong way. “Driving” in the back seat of a Bentley is ruling class not avant-garde winging it with inexpensive creative tools. The iPhone is not the Bentley of video cameras or even still cameras. It’s a multitool that takes decent pictures or short clips if you need it to and for many of us is always within reach. It’s an ok vacation cam. Taking a pad and turning it into a pull down laptop for back seat executives is ok but we don’t actually see them doing any work with them. We see them typing but can’t tell what. We do not see them drawing or designing. And if they are permanently housed in the backseat did their industrial designs sync using the cloud? Were they worried about industrial theft? Once you add a permanent installation in landscape mode and keyboard why not a laptop? I can’t tell if you can dock an ipad on this tray or its truly fixed which would be less appealing. I would have liked this a whole lot more if we see them use the pull down pad out of need or as part of business as usual and not all the hype saying that this proves how great Bentley design is. Seriously what does shooting the commercial with an iPhone have to do with using a portable device in the back seat? It’s misguided pretentious crap. It’s not that you can’t tell a story with an iPhone but no one would hire a full professional production team and use an iPhone as a camcorder except to prove a point.

However it does have some marketing genius. Apple means exposure. There’s a ton of hits on google about his commercial and we are only talking about it because of the Apple connection. You could have shot that commercial better using a 300 dollar vixia camcorder, a $50 buck hand held mike for voice over and edited it using a PC laptop with Sony Vegas and no one would give a damn.

Mac Pro, macbook pro, Imacs (i7); Canon 5D Mark III/70D, Panasonic AG-HPX170/AG-HPX250P, Canon HV40, Sony Z7U/VX2000/PD170; FCP 6 certified; FCP X write professionally for a variety of media; teach video production in L.A.

[Craig Alan]

What was nice about it? There is not a single frame of this video or even a hint in the voice over that anything magical or even cutting edge is happening in a Bentley. I could shoot something beautiful with an iPhone and capture what is beautiful about it without my still or video being of high quality. But show me a shot in this video where you go, “Wow, I want one of those!” The two subjects talk like robots. There are so many beautiful high end cars in today’s market. Really futuristic looking control panels. The one thing they showcased here was built in iPads in the back seat. Are they docks? Do they sync with the iPad and Mac Pro at the office? Can I bring up the same images in the passenger seat? How about on the GPS media screen for the diver? What’s with the thick white border around the pad? Looks like a toy computer I’d give a 5 year old. Of course that’s usually who would use a backseat consumer device.

Mac Pro, macbook pro, Imacs (i7); Canon 5D Mark III/70D, Panasonic AG-HPX170/AG-HPX250P, Canon HV40, Sony Z7U/VX2000/PD170; FCP 6 certified; FCP X write professionally for a variety of media; teach video production in L.A.