Bentley's newest ad, Intelligent Details, was filmed entirely with Apple's mobile devices. Photographers used the iPhone 5s to shoot video and then put it together using an iPad Air, according to details provided on the making of the ad at the end of the spot (via The Loop).

Shot in New York, a quick behind the scenes look at the black and white film on the $300,000 Bentley Mulsanne reveals that it was filmed with an iPhone 5s, using specialized lenses, mounts, and cases to produce high-quality video on par with far more expensive camera equipment.


The short video was then assembled using an iPad Air and the iMovie app with an attached custom keyboard case. Much of the editing was done on the go in the back of a Bentley, showing the mobile capabilities of Apple's devices.

Bentley's ad is the newest spot to be filmed using Apple tools, but it's far from the first. Back in 2013, Burberry announced a partnership with Apple that saw it shooting an entire Spring/Summer 2014 runway show using nothing but the iPhone 5s ahead of the phone's launch.

Searching for Sugar Man, a documentary that won an Academy Award back in February of 2013, was also partially shot using an iPhone.

Top Rated Comments

hydr Avatar
100 months ago
I assumed it was to say they did, it spreads the video around (like on here). Otherwise, there is nothing special about the film.


This will really push Bentleys sales upwards. MacRumors teens buying Bentleys by the flock.
Score: 25 Votes (Like | Disagree)
ghostlines Avatar
100 months ago
Why do people us such devices instead of professional equipment for this type of stuff? A challenge? Apple pays them?
Score: 15 Votes (Like | Disagree)
kmj2318 Avatar
100 months ago
Why do people us such devices instead of professional equipment for this type of stuff? A challenge? Apple pays them?

I assumed it was to say they did, it spreads the video around (like on here). Otherwise, there is nothing special about the film.
Score: 12 Votes (Like | Disagree)
irnchriz Avatar
100 months ago
Seriously?

If anything it shows how limited the iPhone is in terms of image quality. The footage is so compressed. Putting the video in black and white helps, but there's such a lack of sharpness and latitude in the picture.

Even mounting lenses couldn't cover that up.

And it's really not that difficult to edit something like this on an iPad. It's pretty straight forward, no fancy cutting, and they're dealing with very small HD video files (highly compressed) from the iPhone.

I'd be far more impressed if they edited RED or Alexa footage on the iPad Air. THAT would show the true capabilities of the tablet as a workstation replacement.

They did this as easily as possible, and with the black and white, tried to cover up the low-qual as much as possible.
Who sucked the jam out of your donut? Its as much an advert for Apple as Bentley so why use RED cameras or footage. Armchair critics are ten a penny and as common as trolls.
Score: 11 Votes (Like | Disagree)
jabingla2810 Avatar
100 months ago
Amazing work.

Really shows off the video quality of the iPhone, and the content creation possibilities of the iPad.
Score: 10 Votes (Like | Disagree)
joejoejoe Avatar
100 months ago
Amazing work.

Really shows off the video quality of the iPhone, and the content creation possibilities of the iPad.

Seriously?

If anything it shows how limited the iPhone is in terms of image quality. The footage is so compressed. Putting the video in black and white helps, but there's such a lack of sharpness and latitude in the picture.

Even mounting lenses couldn't cover that up.

And it's really not that difficult to edit something like this on an iPad. It's pretty straight forward, no fancy cutting, and they're dealing with very small HD video files (highly compressed) from the iPhone.

I'd be far more impressed if they edited RED or Alexa footage on the iPad Air. THAT would show the true capabilities of the tablet as a workstation replacement.

They did this as easily as possible, and with the black and white, tried to cover up the low-qual as much as possible.
Score: 7 Votes (Like | Disagree)

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