Shot on iPhone – Music Video by BRONCHO

Shot on iPhone – that’s the slogan which launched the iPhone as more than just a handy device, but also a camera in your pocket to rival more expensive digital cameras. You could perhaps mark the beginning of smartphone filmmaking from the success of that campaign as filmmakers began to realise the potential of the device.

Last week, Apple released BRONCHO’s music video Big City Boys (Shot on iPhone) on Apple Music directed by Richard Farmer.

Check the Apple Instagram stories for some behind the scenes footage. It’s interesting to see the extra equipment used in the making of this video.

As soon as you see that shallow depth of field, you know they’re adding lenses. In this case, they have used Beastgrip’s DOF Adapter MK2 with SLR/DSLR/Cinema lenses.

With the obvious large scale of the production, does this defeat the purpose of using a smartphone? Does this then become just an exercise in marketing iPhones? In a way, it undermines the whole ethos of the Shot on iPhone, which began when Apple crowd-sourced photos shot with the iPhone by normal people around the world.

The key word here is “normal”. In other words, the message was – you don’t have to be blocked by the fact you can neither afford or happen to have with you – or, for that matter, know how to use – what would be considered professional level equipment.

The whole beauty of that original campaign was a message which said – it’s just you and the thing you happen to have in your pocket. And now it’s up on a billboard, alongside the photos that cost thousands of dollars to create.

But this video obviously cost some $$ to make. With a big crew and lots of lights and equipment. So the message from Apple is – you can shoot a video like this. But don’t try it unless you have a $100k budget. Why don’t they get more adventurous and try a more raw shooting style? That would really demonstrate it’s all about storytelling and filmmaker imagination.

Apple and Richard Farmer could have been more creative with the phone. I don’t see any shots in the video which couldn’t have been achieved with a bigger camera. Think of the intimacy and the flexibility you can work with. Stick the phone to the wall or the ceiling, get some weird angle. For me, it’s an opportunity missed.

Having said that, it’s fun to see what can be achieved if you really push the iPhone to its limits. Besides, everyone knows that to make a music video all you need is a smoke machine and an abandoned warehouse. If you can’t afford a yacht and models to play the hot guests at the yacht party, that is.

What do you think? Is this just a cynical ad gimmick? or does it inspire you to want to start shooting with your smartphone – and maybe add a few accessories? Leave a comment and let us know what you think.

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