Bentley shoots High End ad with iPhone 5S – Edits with iPad

May 18, 2014

Udi Tirosh

Udi Tirosh is an entrepreneur, photography inventor, journalist, educator, and writer based in Israel. With over 25 years of experience in the photo-video industry, Udi has built and sold several photography-related brands. Udi has a double degree in mass media communications and computer science.

Bentley shoots High End ad with iPhone 5S – Edits with iPad

May 18, 2014

Udi Tirosh

Udi Tirosh is an entrepreneur, photography inventor, journalist, educator, and writer based in Israel. With over 25 years of experience in the photo-video industry, Udi has built and sold several photography-related brands. Udi has a double degree in mass media communications and computer science.

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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):

bentley-iphone-01

and another one inside that car which lost all blacks in the hair, while still overexposing the face.

bentley-iphone-02

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).

[via TechTimes]

P.S. of course, if quality is what Bentley was after, they should have gone with Galaxy Note ;)

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Udi Tirosh

Udi Tirosh

Udi Tirosh is an entrepreneur, photography inventor, journalist, educator, and writer based in Israel. With over 25 years of experience in the photo-video industry, Udi has built and sold several photography-related brands. Udi has a double degree in mass media communications and computer science.

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14 responses to “Bentley shoots High End ad with iPhone 5S – Edits with iPad”

  1. STYNG Avatar
    STYNG

    *cough* iPhone 5s – not S5

  2. Tim Knecht Avatar
    Tim Knecht

    Budget cuts hit em hard :D

  3. Zamfirescu Vladimir-Alexandru Avatar
    Zamfirescu Vladimir-Alexandru

    ADD? Wat?

  4. Peter Nissen Avatar
    Peter Nissen

    4K from the Note 3 and maybe you could have called it a High End Add if you have to make a point of doing a cellular recording

    1. disqus_C4wFgtofdT Avatar
      disqus_C4wFgtofdT

      note 3 can’t even make the cut.

  5. Aankhen Avatar
    Aankhen

    I saw it earlier and didn’t know it was filmed on an iPhone. That explains why it looks so bad. This is absolutely the wrong way to go about proving that you care about the details, Bentley.

  6. Miriam Medina Avatar
    Miriam Medina

    Excuse me, but “add”?

  7. bassalop Avatar
    bassalop

    I take my hat off to Bentley and the film crew for taking on this challenge. Technology will not get better if you do not push it to its limits. Yes, I see the deficiencies but could I had done better with the equipment? No doubt their is a bunch of Apple engineers working late after watching this. I think it’s amazing and have you ever heard or seen “Olive”? Full feature film shot with an HTC phone: http://olivethemovie.com/

  8. Albert Zablit Avatar
    Albert Zablit

    Define “high end”.

  9. Jay Heinze Avatar
    Jay Heinze

    S5? BWAHAHA!!

  10. Renato Murakami Avatar
    Renato Murakami

    So… is Bentley using bike motors under the hood? /jk

  11. ziplock9000 Avatar
    ziplock9000

    Just is just a pretentious publicity stunt for itards. I’ll have his DSL equipment if he’s not using them

    1. disqus_C4wFgtofdT Avatar
      disqus_C4wFgtofdT

      and you are?

      1. ziplock9000 Avatar
        ziplock9000

        Someone who’s not.