iPhone 11 Pro - ID# 50

Glenbrook South

Commercial

Entry Description

A shot on iPhone commercial about capturing memories in the best of quality.

Copyright Info

Written permission to use music by De Wolfe Music.

Recent Teacher Comments

• 4/23 1:45 pm - iPhone 11 Pro - good concept, doesn’t feel very Apple-like, in terms of lighting and production values

Judge 1

Positives: Nice, energetic track. Some great match cuts in the edit that are really well done. Nice visual change to pacing of edit when music pace picks up. Nice variety of camera movement. Nicely lit.

Improvements: This spot lacks a story altogether. It's not clear if these are one person's memories, or just a whole bunch of people's memories. And the idea of memories itself is pretty generic as a benefit for a phone - you need a more distinct advantage for Apple vs. Samsung, as an example. The photos at the end really work against the momentum of the spot. They should fill the frame, and click by much faster, showing more photos to really work as a close against that music track.

Judge 2

Positives: Love your concept. Your beginning is very strong with emotive storytelling love the shot transitions of the sports and from the dancing. the flow works really well inthose!

Improvements: I would add in shots of people using the phone to capture these moments so you see the product as well! If you are going to use stills, I would put a move on them or put thme in a graphic treatment so it matches tone of rest of commercial or opt out of using them if they aren't conveying a strong emotion. The shots you had leading into this flowed nicely so maybe consider removing the back end and opting for a nice hug or emotion video for end shot! Like the end slogan too!

Judge 3

Positives: Camera: Your first two shots are strong and have good movement. Many feel candid, and seem like shots that would be captured on a phone. Editing: The match cut between the dogs is nice. The cut at 22 is wonderful, same when it moves to the ping pong table. Shrinking down the video and showing some stills was a nice touch. The cut at 5 seconds did not work as well.

Improvements: Story: The narrative has a solid theme, which is clearly presented at the end. The character development does not always support the theme and it is not enough to just present a theme at the the end. The moments that arise before 52 seconds do not always feel like moments one would specifically remember. Many are good but some fall short. Sound: The music was not effective until about 11 seconds. The slow wind up requires longer shots. Since this is a video comercial select lines of dialogue or sound efx like the dog barking or people laughing could have helped balance your story.

Judge 4

Positives:

Improvements: