Apple is kicking some major ass with its update iPod shuffle , where demand for the lilliputian entry - level musician isoutstripping its supply . At the same time that newsworthiness hits , Apple releases a bright new commercial message for the pint - sized actor , emphasizing its wearability .
Take a facial expression at that dapple on theApple website here(I would suggest consider the “ HD ” adaptation ) , and you ’ll in all likelihood fit that it ’s a tremendous achievement in effects , artistry , and general atmosphere . More media criticism , after the jump .
One of our buddies at the agency that create the spot , TBWA / Chiat / Day in Los Angeles , tell us most of the kudos should go to Art Director Scott Trattner and Copy Writer Alicia Dotter , but we ’re thinking one of the more astonishing aspects of the spot is the work done by Flame artist Ryan Yoshimoto . He put together a group of visual effects that ’s so subtle and perfect that it ’s hard to assure there ’s even an effect involved . It ’s like a magic conjuration .
What kind of gadget was used to create these effects ? If you ’re not intimate withAutodesk Flame , it ’s the high of eminent - end computer software which formerly ran entirely on UNIX weapons platform but is now commonly running on eminent - destruction microcomputer . Flame is ocular effects compositing software that works like an extremely sinewy Photoshop program for move epitome . It can insulate precise color , perfectly track move object in 3D space and imitate the position of a move camera with uncanny accuracy .
However , at last Flame is only as good as whoever ’s driving it , and it ’s obviously in good hands with Flame artist Yoshimoto , who ’s turned artistry and skill into thaumaturgy with this 30 - second piece of prestidigitation .
We ’re also jab colorist Stefan Sonnenfeld ’s color correction in this spot , using a subtle pallet that diverge from Apple ’s bright two - color iPod dancer motif , espouse a semi - wash - out , almost sepiatone feel that impart a sharp and coherent look to the overall theme . Plus , it ’s all flawlessly synchronized with The Prototypes ’ “ Who ’s Gon na Sing ” soundtrack . praise are also richly deserve by the blot ’s directors , Mark Romanek and Brand New School .
Then there ’s the overall appeal of the iPod shuffle itself , which we ’ve held in our hand and whose midget form ingredient and honorable practicality we ’ve simply adored . Start with a keen product , add this commercial smear that amounts to a utter example of Apple ’s mysterious sauce that budge up some serious mystique , and you have another winner from the Cupertino yield fellowship . Beautifully done .
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