Roger Fingas
Working again to cast iPhones as a tool for serious photographers, Apple on Monday released its latest "Shot on iPhone" promo, featuring portrait specialist Christopher Anderson.
Running over 3 minutes, the promo concentrates on Anderson's working philosophy. He also extols the virtues of playing around with in-camera controls, which in the video includes the iOS 12 Camera app's filter and editing tools.
Simultaneously however he argues in favor of simplification and observation, rather than getting "bogged down" in "all the tools that may be available."
An unusual aspect of the video is that it's shot in a vertical format, normally heresy among videographers. That may suggest that Apple intends it to be viewed on phones first and foremost.
Apple's core ad partner, TBWA\Media Arts Lab, recently assigned new creative directors to iPhone and Services projects. It's not yet clear if the new iPhone director, Chuck Monn, was responsible for the Anderson promo.
Andrew Orr
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12 Comments
What I liked about this series of images in the video is that; the beyond the iPhone, the approach/equipment used was very basic (natural light) & inexpensive (mirrors/glass bottles/wire). Also the processing of the image was done in the iPhone.
This kind of photography is available to everyone with a newer iPhone (or any recent flagship smartphone).
Shot on iPhone. In beautiful Barcelona.
Unless it can shoot in RAW it’s not a professional tool no matter how much FUD Apple throws.