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Apple to film new TV ads in Ames room

Apple Computer is preparing to film a new set of television ad spots that will be set in an Ames room where people or objects can appear to grow or shrink when moving from one corner to the other, an interview with a well known director has revealed.

In an interview with The Huffington Post, an internet publication run by a second-year student at Harvard Law School, Errol Morris reveals that he has been contracted by Apple to produce a new set of television commercials.

A widely admired director and producer of documentary films such as The Fog of War, Morris was also responsible for directing Apple\'s 2002 \"Real People\" ad campaign, which featured stories from real people who had switched from PCs to the Macintosh.

\"I’m doing some more ads for [Apple],\" Morris said in the June 2005 interview. \"I have to go back to LA to shoot more commercials.\" He implies that Apple will shoot the ads inside an Ames room, which is currently under construction out in Los Angeles, Calif.

An Ames room, named after the American ophthalmologist Adelbert Ames, Jr., is constructed in such a way that a person seen walking about the room appears to be growing and shrinking rather than approaching and receding.

The trick behind an Ames room is that it appears cubic when viewed monocularly from a special viewing point but its true shape is actually trapezoidal.

\"I’ve always wanted to shoot in an Ames room and now we’re going to,\" Morris said.

It\'s unclear which of Apple\'s products the new ads will target, but recent rumors imply that Apple may be gearing up to produce its first Mac-centric television ads in years.