Eschewing a rumored Super Bowl commercial, Apple instead opted to post a stirring tribute to the Macintosh on their website and YouTube. Titled “1.24.14”, the spot was shot entirely on January 24 using mostly iPhones for footage, and of course, a range of Macs (86 to be exact) and some 46 iPads for everything else.
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.
The man putting the whole thing together?
One of the first phone calls at the beginning of the project was from Lee Clow, the ad agency creative director behind the iconic commercial that launched Macintosh in 1984, to Ridley Scott, who directed it. From the start, they knew the right director this time around was Scott’s son Jake. Collaborating with his father, Jake assembled 15 crews around the world, each led by an outstanding cinematographer.
After the footage was shot in each location, it was handed over to Angus Wall, one of the most sought-after editors in Hollywood. Because so much footage had to be edited so quickly — over 70 hours shot on 100 iPhones — he employed a team of 21 editors to piece the story together.
Enjoyed the tribute, and love the promise fulfilled: putting “technology in the hands of the people.”
Apple’s “making of” for “1.24.14” can be viewed here.