Posts Tagged ‘Apple’

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In Case You Missed It: Apple’s 30th Anniversary Ad Shot on iPhone Proves Almost Any Camera Can Look Great

Monday, February 3rd, 2014

There was a lot going on last night between the Super Bowl and all of the ads broadcast during it (I am not a fan of Budweiser’s beer, but they sure do make adorable TV ads… I mean really, who can resist puppies and horses?), so it was easy to miss the Apple ad.

This week marks the 30th anniversary of Apple’s introduction of the Macintosh computer and with it Apple’s now-legendary “1984″ Super Bowl ad (if you haven’t seen the ad, do yourself a favor and spend 60 seconds watching it), and many people were hoping Apple would mark the occasion by making another ad of similar caliber. Those people were disappointed when the game ended without anything from Apple, but it turns out that Apple did make a 30th anniversary ad; instead of paying millions of dollars to broadcast it during the game though, Apple chose to distribute the ad online on YouTube and it’s own website.

The footage is stunningly beautiful, and as is revealed at the end, it was all shot on iPhones.

YouTube Preview Image

Apple’s message here is obvious: the iPhone shoots amazing, beautiful video (and therefore you should buy one because then you too could create beautiful videos). While the iPhone’s camera IS actually pretty good (and for a smartphone it’s incredibly good), in my opinion the best takeaway from this ad is very different: with good lighting, composition, execution and editing, almost ANY camera can create great images. One of my favorite testaments to this truth is a 20″ x 24″ photo print I have on the wall in my office: I shot that photo using a $3.99 disposable film camera from CVS.

Camera makers like to make us think that if we just buy the right camera, we’ll be able to make beautiful images… and believing that fiction is a trap that even professionals fall into. Too often even professionals think “Oh, if I only had this camera or that camera my images would be so much better!” But most of the people reading this probably have shot videos on an iPhone that didn’t come out anywhere nearly as beautiful as the shots in Apple’s video above. The truth is that it is the talent, skill and experience of the operator (or in the case of high-quality productions like Apple’s ad above, the team) that matters. Just like buying the same golf clubs Tiger Woods uses won’t make you as good a golfer as Tiger Woods, buying this camera or that camera won’t make your images as beautiful as those made by a professional; only time, effort and experience can do that.

The flip side of that coin though is you don’t need fancy, expensive cameras to make gorgeous images; with practice and experience, you can make beautiful, beautiful images even with something as cheap as an iPhone, or a $3.99 disposable camera from CVS. So go out and shoot!

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Posted in Equipment, Gear | No Comments »

Rockclimbing Shoot

Tuesday, September 25th, 2012

I mentioned in my last blog post that I’ve been focusing on the outdoors in my personal work recently. I’ve been an avid rock climber since college and have always thought rock climbing photos, done well, were really cool. I’d done a couple of rock climbing photo shoots, but none recently, so about a month or two ago I decided that I wanted to organize one. I was on a climbing excursion a several weeks ago when I happened to meet some other climbers who were amiable to the idea of having someone shoot photos of them while they climbed, so we exchanged some emails and set up a day we were all free to get together.

Rock climbing photos shot from the ground are usually pretty boring, so to do them well and get a more interesting camera angle, the photographer really needs to be an active participant and actually gear up and get off the ground. But doing this is logistically a bit complicated (you need a second anchor, people who know how not to kill themselves building the anchor, etc.), so it takes time to set up and do properly. So we decided to shoot for this past Sunday as our day.

This weekend was a busy weekend for me as I was shooting for Boston University all day on Saturday and we wanted to get an early start on Sunday (the particular area of rock I wanted to use faces directly east and it was imperative that we not be in shadow for the photos, so we needed to be shooting in the morning). But I think it was worth it. I haven’t had a chance to edit the images from the shoot yet, but I took a quick look and I like them. Additionally, one of my intrepid cohorts even pulled out a brand new, shiny iPhone 5 (mine is coming on Friday, I can’t wait!) and started taking pictures of me taking pictures! One of those images is below, followed by a rough edit of one of my frames from the day.

Photographing the photographer. Image by Luella Benn, shot on Apple iPhone 5. Click for larger version.

The iPhone 5 really does look like it is capable taking quality, quality images. When mine arrives I’ll have to do some tests with it… but that’s a post for another day. Here’s a rough edit of one of the images from the day. I can’t wait to go through and edit the rest!

Jason On the Rock ©2012 Chris Conti Photography. Canon 5D Mark II, Canon EF 24-70mm f/2.8L. Click for larger version.

Many thanks to my “models” for the day!

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Posted in Uncategorized | 1 Comment »

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