When you work on an Apple commercial, it’s apparently so secretive, that you don’t know you worked on an Apple commercial until you see it finished! ย How was I to know? ย I thought it was a Solar Panel commercial or something! ย Or maybe a Public Service Announcement! ย Nobody tells me anything…
I worked on this project right after the movie “Gravity” came out, and man, for about 6 months every director I worked with was trying get on board with the disorienting-inverted-reverse-corkscrew-camera-angle-circle-pan-one-long-continuous-shot bandwagon. ย It’s a great effect and even when done editorially, as in this spot, it really creates a sense of “awe” in the viewer. ย But it’s pretty difficult to storyboard, because it’s new, and the screen direction is all over the place. ย Luckily, solar panels are pretty easy to draw, even if upside-down. ย Yes, that’s intentional, you’re web browser isn’t acting up. ย Motion-controlled cameras are the rage these days, I guess!
Here’s the boards:
In the end, they used the boards simply as a guide to inform the crews as to possible shots to strive for- not as a formal guide to production- as in, just B-Roll stuff, basically! ย Here’s the final video. ย And I guess somebody else storyboarded the “factory” shots. ย I just did the Solar Panel stuff. ย Enjoy!
https://www.youtube.com/watch?v=EdeVaT-zZt4
