AppleInsider Staff
Apple on Monday posted to its website the latest installment of its "Your Verse" ad campaign, this time focusing on Bollywood choreographer Feroz Khan and his the day-to-day with the iPad Air.
Like previous Your Verse segments, Khan's story is painted with rich interactive Web content and text describing how the iPad Air has become an essential tool in creating unforgettable dance scenes.
Apple's iPad Air, with its powerful hardware, huge app library and portable design, allows Khan to carry one piece of equipment where he would otherwise have to tote multiple tools. For example, the iPad replaces a camera, binders, sketchbooks, voice recorders, a laptop and loupe.
"As a Bollywood choreographer, I don't just direct dance movements," Khan is quoted as saying. "I also scout locations, help choose costumes and props, and stay in touch constantly with the team. I depend on my iPad Air for all of it."
Khan uses apps like Pinterest to gather inspiration for his next shoot, while more technical titles like SloPro allow enhanced on-the-spot dance recording and analysis. Instead of filming with a standard camera setup and processing at home, the choreographer can shoot dance moves at 1000 frames per second and analyze the shot frame-by-frame, sharing feedback with actors all while on set.
Artemis HD is also showcased as a time-saving tool that lets Khan view scenes with virtual analogs of cameras used by a movie's director of photography. By selecting camera type, Khan can experiment with different lens settings to collaborate on how to best capture the moment.
The full story is now live on Apple's dedicated Your Verse webpage.
Malcolm Owen
Amber Neely
Christine McKee
Chip Loder
Marko Zivkovic
4 Comments
All the pages are really interesting. All the verse pages design inspires a lot.
i'm not a big fan of the 'your verse' campaign. i find them kinda spooky.
Such a weird, awkward-sounding phrase: 'Your Verse'. Can someone explain what the heck it even means!?:rolleyes:
[quote name="anantksundaram" url="/t/177777/bollywood-choreographer-subject-of-latest-your-verse-story-in-ipad-ad-campaign#post_2511918"]Such a weird, awkward-sounding phrase: 'Your Verse'. Can someone explain what the heck it even means!?:rolleyes:[/quote] I don't get why people have such an issue with this one. It's based around a poem that uses a metaphor for a person's contribution in life (the powerful play) to be the verse they contribute to it. The ad is simply asking you to consider what your contribution will be and the various themes show examples of other people's contributions. It even says it right on Apple's page: https://www.apple.com/your-verse/ "Each of us has something to share. A voice, a passion, a perspective. The potential to add a stanza to the world's story. We were so inspired by how people use iPad every day, we set out to capture a few of these moments." Choreography, healthcare, exploration, sports, engineering, agriculture. It's one of the most powerful ad themes they've used because of the longevity of the theme and breadth of customer base that it applies to and it ties in perfectly with Apple's core values.