Created, produced and finished by The Mill with award-winning agency Draftfcb NY, Apples was co-directed by The Mill's own Yann Mabille and Angus Kneale. The iPhone was chosen for its practical playback feature and popularity among cell-phone users. "The spot was filmed in a day, but took three weeks to finish," says Yann. "Although its style is low-fi, finessing that look required considerable technical expertise and innovation."
The Mill created an innovative tracking rig. "It would have been impossible to track the iPhone camera without the rig," says Vince Baertsoen, lead 3D. "We had to re-create a motion-capture set-up in the station. On set, we looked at places we could put cameras and determined how to triangulate the rig. We used three static cameras to record everything simultaneously in sync." Angus reckoned "The rigging simplified 80% of the work, but a lot of fine-tuning was done by hand, sometimes frame by frame."
Agency: Draftfcb New York
Producers: Michael Simons, Liz Haberman
Creative Director: Keith Loell
Account Directors: Todd Eisner, Brad Muramoto
Production Company: The Mill
Directors: Angus Kneale, Yann Mabille
Producers: Angus Kneale, Yann Mabille
Director of Photography: Alexander Maxwell
Editing Company: The Mill New York
Editors: Angus Kneale, Yann Mabille, Vincent Baertsoen