On January 24, 1984, Apple introduced the Macintosh. And with it a promise that the power of technology, put in the hands of everyone, could change the world. On January 24, 2014, we sent 15 camera crews all over the world to show how that promise has become a reality.
From sunrise in Melbourne to nightfall in Los Angeles, they documented people doing amazing things with Apple products. They shot over 70 hours of footage — all with the iPhone 5s. Then it was edited and scored with an original soundtrack. Thanks to the power of the Mac and the innovations it has inspired, an effort that normally takes months was accomplished in a matter of days.
It had been thought that Apple might run a celebration at at the Superbowl, with Lee Clow, chairman of Apple’s ad agency TBWA\Worldwide strongly hinting at this, but the company apparently decided that it didn’t need to spend the money: the video can be relied on to go viral. Clow again:
Ok so it wasn't a great Super Bowl. Tomorrow's another day.—
Lee Clow (@_clow) February 03, 2014
The video opens by highlighting the promise made at the launch of the Mac to “put technology in the hands of the people,” then shows examples of how today’s Macs are still living up to that aim.
The movie was directed by Jake Scott, son of Ridley Scott, who directed the original 1984 Macintosh ad. Scott used a team of 21 editors, working from a central location in LA.
In order to direct 15 separate locations filming in a single day, Jake Scott transformed a sound stage in Los Angeles into a command center. He equipped it with an arsenal of Apple products including iMac, Mac Pro, and iPad, along with large projection displays positioned around the room. From there he was able to watch every scene as it was shot, and direct all the action remotely via FaceTime. Many involved in the production believe this innovative approach to a multilocation shoot will be adopted by other filmmakers.
Apple has been running a special ‘Happy birthday, Mac‘ homepage since the actual anniversary on the 24th (if we’d known, we wouldn’t have done all that work on our own infographic!), put up special window displays in its retail stores and there were interviews with MacWorld and ABC.