When you think about a camera to match the Bentley brand you probably go as high as you can, Red Dragon, Arri Alexa something along those lines. This is why I was kind of shocked to discover that Bentley’s new ad Intelligent Details was shot entirely on the iPhone 5S.
The video shows Luc Donckerwolke, director of design, and SangYup Lee, head of exterior design, talking about their motivations and decisions inside a $298,000 Bentley Mulsanne.
While the story and cinematography are really catching I hate to say that the camera does not hold its own. Easy shots are…. OK. But the camera really falls when it comes to more complex shots and dynamic range.
I took two screen shots: one that shows the lack of details in the skies (which was clearly cloudy):
and another one inside that car which lost all blacks in the hair, while still overexposing the face.
If you look at the footage starting at 3:25 to see some of the production tools the team used, it is clear that money was not an issue (just count the number of people and extra cars on set to see how big the production was). That probably leaves us with a joint marketing effort which cannot be ignored (even if the footage is not as brilliant as it could have been).
P.S. of course, if quality is what Bentley was after, they should have gone with Galaxy Note