Since 2018, when Peter Chan was asked to shoot "Three Minutes" on iPhone "Daughter" directed by Fei Fei and starring Zhou Xun is online, and the model used is iPhone 11 pro;
In 2021, Wang Ziyi used iPhone 12 pro max to shoot "A Nian";
In 2022, Zhang Meng used iPhone 13 pro to shoot "The Comeback" 》;
In 2023, Pengfei used iPhone 14 pro to shoot "Crossing Five Passes".
A few days ago, Apple’s 2024 Spring Festival short film “Little Garlic ” was officially launched. Official information from shows that this film was directed by director Marc Webb and was shot entirely with an iPhone 15 pro max. What story will Apple tell this time?
(Picture source: Apple)
"Little Garlic": Foreign directors tell Chinese stories
The story outline and characters of Apple's Spring Festival short film "Little Garlic" seem to have the flavor of a Hollywood superhero movie at first glance, and it happened to be the director's previous film. Directed "The Amazing Spider-Man". The protagonist Xiao Wei in the story "Little Garlic" is born with the superpower of being able to transform into other people. In addition, Xiaowei has always had an inferiority complex about herself that "I'm not good enough". As she grew up, she frequently used her transformation ability to deal with various difficulties she faced.
The important role that accompanied Xiaowei's growth was her grandfather. He always gave her patient guidance and care, and encouraged her to embrace and accept her true self. In the end, under the guidance of her grandfather, Xiaowei came out of her inferiority complex and bravely became herself.
(Source: Apple)
Frankly speaking, the plot of this film is not new, and similar shadows can be seen in many film and television works. After all, topics such as youth, growth, and family love are eternal themes in film works. However, apple this Spring Festival film is only 15 minutes long. The entire story line is completed in such a short time. There are also nearly 20 transformed "Xiao Wei" actors participating in the film. The overall degree of completion is quite high.
In addition, although the film is directed by a foreign director, it is still full of Chinese elements. Grandpa is played by the well-known actor Fan Wei. Last year's hit "The Long Season" made him extremely popular again. At the same time, "The Long Season" screenwriter Pan Yiran also participated in the script of "Little Garlic". What’s interesting is that Tim of Bilibili’s well-known up host “Film and TV Hurricane” guest-starred as one of the transformed “Xiaowei” in this short film.
(Source: Apple)
In the view of Xiao Lei (id: leitech), "Little Garlic" is still exploring deeper character stories. In the film, Xiao Wei encounters a person who repeatedly encounters obstacles in job interviews and has no likes on social platforms. Loneliness, etc., can resonate with Chinese young people.
Although the grandfather played by Fan Wei still expresses family affection and care, "Little Garlic" has broken away from the themes of reunion and other themes in previous Apple movies and produced relatively new expressions.
Is it a gimmick to shoot movies with iPhone 15 pro max?
One of the highlights of Apple’s Spring Festival short film is that it was shot entirely on Apple’s latest iPhone. Judging from the situation in previous years, Apple will choose the large model of the digital series most of the time. After all, this is the version that Apple most wants users to buy. As for the extra large cup, Apple will only choose it if its image configuration is significantly different from that of the large cup. However, Apple chose iPhone 15 pro max this year, why not iPhone 15 pro? We will understand as we read on.
Apple mentioned several details about the filming of the film in a tweet on its official public account. One of the scenes shows the mobile phone and the protagonist separated by a small river. With the blessing of the 5x optical zoom function, the iPhone 15 pro max can still take a clear picture of the other side. details. The other two models in the iPhone 15 series do not support 5x optical zoom. The iPhone 15 Pro only supports 3x optical zoom. If you use this model to shoot, the effect of this part of the scene will not be so good.
(Source: Apple)
The "Movie Effect Mode" of iPhone 15 pro max was also used in the shooting of "Little Garlic". Specifically, it can automatically switch the focus of the picture during shooting. In the film, the focus of the lens changes from grandpa naturally to Transitioned to Xiaowei, the effect is good. There is nothing wrong with using the "movie mode" of your mobile phone to shoot short movies.
(Source: Apple)
In addition, there is a scene in the video of Xiaowei running away after being laughed at by her classmates. This part was shot using the iPhone 15 Pro Max in sports mode. In this section, the photographer needs to hold the mobile phone and run together, but the sports mode has anti-shake characteristics, which can bring a relatively stable picture.
(Source: Apple)
In the past few years, Apple’s Spring Festival short films have been shot on iPhones, but they have also been criticized by some users because a large number of professional auxiliary equipment were used in the entire process. They believe that Apple’s Spring Festival short film gives users the illusion that mobile phones can also shoot movies, but in fact the auxiliary equipment used in these shootings may cost more than the mobile phone itself. For ordinary users, shooting movies with mobile phones is just a Gimmick.
Xiaolei believes that this criticism has some truth. However, judging from the behind-the-scenes of the filming of "Little Garlic", Apple has reduced the use of auxiliary equipment. In many scenes, the iPhone 15 pro max is used for handheld shooting, making movie shooting closer to ordinary users. As the image quality of mobile phones continues to improve, the possibility of ordinary users using mobile phones to shoot movies is also increasing.
Industrialization is the next focus of mobile phone imaging
Apple uses the latest iPhone to shoot a Spring Festival video every year. It can be said to be a very clever marketing technique, showing the excellent video shooting capabilities of the iPhone in a more advanced way. After all, film is an important origin of video art. It has a long history and wide influence. It is a product of the combination of technology and art.
In the mobile phone industry, imaging has long been an important direction in product development. How to achieve breakthroughs in imaging capabilities has become a problem that major manufacturers are trying to solve.
In 2023, "image flagship" will even become the most important "new category" of mobile phones. Oppo, vivo, Xiaomi, and Huawei all have flagship products based on computational photography, AI large models, and AI chip blessings. , Android flagships far surpass iPhones of the same period in terms of comprehensive image quality, especially photography. However, there is a consensus among consumers and the industry that although the iPhone is indeed "not very good" at taking pictures with , it still has obvious advantages when shooting videos. This is why many bloggers and Internet celebrities directly use iPhones to shoot short videos. and the reason for the live broadcast.
Apple shoots short videos every year to strengthen the brand image and user mentality of "stronger videos lead to stronger images". In the view of Xiao Lei (id: leitech), mobile phones will not only become a shooting device for everyone to record life at any time, but will also become "industrialized" and become an image production equipment for professionals - perhaps mobile phones will not be used in large quantities in the short term. It is suitable for shooting movies, but it is an inevitable trend to use it for short video and blog creation.
This path is the opposite of DJI: DJI first became a productivity tool for professional groups such as aerial photographers, and then gradually became popularized, allowing everyone to create image content from a "God's perspective". After drones, DJI has launched product lines such as handheld gimbals and pocket cameras, all of which have followed the path from industrialization to specialization to popularization.
Mobile imaging is being "industrialized". In addition to Apple, other leading mobile phone brands are also making efforts in .
In 2022, Huawei launched the imaging brand Huawei Imaging xmage to create an exclusive logo for Huawei Mobile Imaging. Huawei also held an image competition, inviting users from all over the world to use Huawei mobile phones to shoot different types of works.
Xiaomi has always been committed to using images as the core selling point of its flagship products, and has adopted multiple methods to improve images. In October 2023, Xiaomi released the image sensor brand Light Hunter, which was launched in the Xiaomi 14 series, bringing stronger image brand awareness.For Xiaomi Mi 13 ultra and the soon-to-be-released Mi 14 ultra, Xiaomi has specially provided professional photography kits, including lens adapter rings, protective covers, Bluetooth wireless handles, etc., allowing them to have a better experience in professional scenes.
(Source: Xiaomi)
vivo has launched a self-developed imaging chip and is constantly iteratively updating it. It also launches a micro-head on some models to enhance the anti-shake capabilities of video shooting. Vivo has also cooperated deeply with Zeiss to establish a "joint imaging laboratory" to provide optical technology assistance for mobile phone imaging.
oppo is no less generous. At the end of last year, OPPO officially announced that it would jointly develop a 2024 new generation super light and shadow imaging system with Hasselblad. The Find More comprehensive professional mode support has greatly improved the professional capabilities of mobile phone imaging.
After the configuration and algorithm of mobile phone images are completed, it will be deeply optimized around professional scenes to meet the needs of industrial production and become a professional visual creation tool, which will become the next involution direction for leading brands.
written at the end
The annual Spring Festival video can be regarded as a successful localized marketing tool for Apple. As in previous years, "Little Garlic" quickly aroused discussion on the Internet after it was released, and there was no lack of praise in Cook's Weibo comment area.
In Xiao Lei’s opinion, in terms of mobile phone imaging capabilities and photo shooting, the top Android brands have already surpassed Apple. Even more so, the camera quality of iPhone often lags behind models from domestic leading brands such as Huawei, Xiaomi, Oppo, and Vivo. In the previous review of by Lei Technology, our evaluation of the iPhone 15 pro series cameras was "the wide-angle main camera of is unsatisfactory, and the telephoto is disappointing ".
However, in the field of video shooting, Apple mobile phones still maintain certain advantages. The Spring Festival videos released by Apple every year can also reflect this in many shooting scenes. However, as Android brands quickly catch up in professional imaging, the only remaining imaging advantage of the iPhone may disappear in the next few years. As a pioneer in the industrialization of mobile phone imaging, can Apple still stay at the forefront of the new wave? Xiaolei believes that the Spring Festival short films shot by mobile phones that are the next breakthrough in may not necessarily be produced by Apple again.
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