'Behind the Mac' videos show work process of James Blake, Tyler Mitchell
Malcolm Owen
Apple is adding to its "Behind the Mac" ad campaign with two more videos, one continuing with James Blake making music at home accompanied by a second showing photographer Tyler Mitchell working on a portrait series.
On July 8, Apple released a video under its "Behind the Mac" series featuring James Blake working from his L.A. home studio via Logic Pro X on his MacBook Pro. The followup, published on Saturday, offers a longer look at Grammy Award winner's process at the keyboard and the Mac.
The video takes viewers throughout a 24-hour period with the musician, showing him creating a melody at the piano before looping and pitching it in Logic Pro X. Layers of instruments and vocals are added on the MacBook Pro, with the final track completed just after 1am.
The second video features Tyler Mitchell, a New York-based photographer best known for his Vogue cover photo of singer Beyonce. Shot in a similar way via remote cameras over 24 hours, Mitchell is seen searching magazines and documents for inspiration and to compile a mood board for a new portrait series.
Notes for the intended series are made on a MacBook, which is also used for selecting final images from a shoot and editing them within Photoshop. Again, Mitchell is shown working until very late at night to finish the portraits.
Debuting in 2018, "Behind the Mac" is a series that intends to showcase creative people using Macs to produce their work. For 2020, the series has so far included Grammy-nominated music producer Warren "Oak" Felder and the director of the Japanese anime film "Your Name," Makoto Shinkai.
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Mike Wuerthele and Malcolm Owen
10 Comments
These new ads are among the worst Apple has ever aired! Given the plethora of award-winning ads produced for Apple over the years, I hope this doesn't reflect a new direction for them. Also given the superb production of WWDC 2020, I have to give them a pass on these 2 new ads.
I agree that these ads don’t have the “punch” that other Apple ads have. The subject matter is interesting, but the pace is just too slow. OK, these activities take time, but the ad doesn’t have to. Oh well.
AGREED.... How Friggin’ LAME! TRULY AWFUL! They Could have gotten way better examples on The Logic Producer's Facebook Group!