BEHIND THE SCENES

The spot was shot on the Canon 7D and color corrected to achieve the final look.  Here is a look at the actual raw H.264 video direct from the camera pre-color grade:

Here is an animatic I did of the spot.  I shot this across the street from my studio with some co-workers to work out shot order, pacing and angles:

Here’s a look at the ‘button shot’ work-in-progress.  This is what the shot looked like before compositing, final animation and color grading:

The spot was color graded in Apple’s COLOR.  Here is a screenshot:

Here’s a short clip from Ryan’s casting.  He did a great job!  We cast long and hard for these two roles.  The casting, performance from the talent and location were the 3 main components to making this a successful spot:

Another key component in this spot’s success was the location.  We searched extensively for just the right place.  Ultimately, the colorful facade of the KIDS KARE DENTIST office in Hollywood made the perfect backdrop.  But a serious contender for the spots home for a few weeks was the Venice boardwalk at sunset.  While it is a beautiful place with gorgeous light and tons of personality, it was hard to shoot from the multiple angles we needed to cover this spot from.  While many locations along the boardwalk looked great from one single angle, it was difficult to find a place suitable for this project that would photograph well from multiple angles.  Here are a few clips from Venice at sunset from my initial scout.  (Thanks for keeping me company, Vanessa.. you were a beautiful stand-in!):

DP, Thomas Stanton manhandling the Canon 7D into submission. AC, Ryan pulling focus:

Here’s a snap right after we wrapped.  (Left to right:  Ryan, me, Nandi, Jon, Ken, Scotty)  Thank you guys!