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Re: New Apple holiday commercials

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Bill Davis
Re: New Apple holiday commercials
on Nov 23, 2018 at 7:58:36 pm

[greg janza] "That kind of mandate is ridiculous. A project with a budget as large as the Apple holiday spot is all about the creative vision of the Director or Creative Director and the production team executing to the best of their ability on that vision. If by chance the production company uses FCPX then it's a slight bonus for Apple marketing but the primary goal is to create a memorable spot that resonates with the mass audience and whatever tools the creative team uses to achieve that goal should be supported. The same would hold true for any project.


It's also important to understand that when the creative budget is in the millions for a huge company signature ad — it's still utterly dwarfed by the media budget that gets spent to support it. If the production process contains X financial risk - the MEDIA spend contains X times 10 risk.

Whether the pros charged with executing the spot elect to use a RED, a Mitchell BMC film camera, or Fisher Price pixel vision rig to shoot the spot with - THAT is what will get used. And it doesn't matter a jot if somebody in the echelon loves or hates Red, Arri or Fisher Price as a company. Gear selection is WAY down the list of what matters at that level.

Once again, its never the piano that matters - it's the piano player.

Of course, pianos do occasionally fail...

Here's proof.

Enjoy a bit of holliday viewing when the equipment failure isn't something on YOUR shoot!

Creator of XinTwo -
The shortest path to FCP X mastery.

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