Apple’s Cinematic Venture in Cappadocia
Apple has unveiled a fashion video titled “From Earth to Sky,” serving as a precursor to the enchanting Les Benjamins runway show set against the stunning backdrop of Cappadocia’s Rose Valley in Turkey. This project was commissioned by the brand’s founder, Bünyamin Aydın, to celebrate the 15th anniversary of the Istanbul-based lifestyle label.
However, when a production of such magnitude, featuring intricate setups and custom-built hot air balloons, is filmed using an iPhone, it raises the question of what exactly can be attributed to the device itself. It is no surprise that a company like Apple would be associated with a fashion event of this calibre, as the intersection of technology and fashion continues to thrive. The project aligns seamlessly with a season that has seen significant technological advancements in the fashion industry.
Robotics and Fashion’s Technological Fusion
In September, humanoid robots developed by Unitree Robotics waved and danced down the runway at Vogue World Milan, in a segment dubbed “The Age of Intelligence.” This spectacle did not sit well with prominent figures such as Miuccia Prada and Alessandro Michele, who were seated in the front row. The event, which featured this controversial performance, was partly sponsored by Meta Glasses and received additional support from OpenAI. This suggests that technology firms are likely to continue looking to fashion shows as a means of gaining credibility.
Apple’s foray into the fashion realm, however, took on a more understated guise in Turkey, where the latest iPhone was employed to demonstrate its capabilities that rival traditional film cameras. But is it truly as simple as pressing the record button? In reality, a substantial team was involved in the production, which included bespoke drones equipped with dual iPhones, cranes, and an on-site control centre where footage was reviewed on a MacBook Pro featuring the M4 Max chip.
Technical Precision and Creative Control
The footage was recorded in ProRes RAW format to allow for extensive post-production editing. According to French director Neels Castillon, this level of preparation was crucial for capturing a live 20-minute fashion show in such challenging terrain. Historically, the term “cinematic” has been relegated to the realm of high-end cameras, but Castillon argues that its significance persists regardless of the equipment used. “For me, ‘cinematic’ is not about the weight or price of the camera you carry,” he notes.
The hardware advancements have indeed been remarkable. The new 48-megapixel main camera features a variable aperture—an optical mechanism rather than a mere software effect—contradicting the smartphone industry’s earlier insistence on the simplicity of “point and shoot” recording. Notably, the acclaimed 2015 film “Tangerine” was shot using three iPhone 5s by director Sean Baker and cinematographer Radium Cheung, employing FiLMiC Pro and an anamorphic adapter to achieve its raw and intimate aesthetic. Danny Boyle further pushed the envelope with “28 Years Later,” using 20 iPhones to create his vision. Nevertheless, in serious filmmaking using iPhones, no one has ever exclusively produced a film with just one device.
Redefining ‘Filmed with iPhone’
The “filmed with iPhone” label often overlooks the extensive preparation that goes into professional shoots to avoid relying solely on the device. While smartphones are designed to make decisions on behalf of the user, Castillon opted for a more hands-on approach, utilising Pro controls, including histogram and exposure tools, to maintain complete creative authority over the visuals. “I didn’t want the camera making all those decisions for me. I wanted to choose how we captured the light while still leveraging the technology at hand,” he explains. This instinct also influences his approach to post-capture cinematic effects, allowing for adjustments after the shot has been taken.
Embracing the Future of Fashion Capture
In the high-stakes environment of a live fashion show, Castillon emphasises the necessity of precision: “We only had one chance to get it right.” He attributes the success of the shoot to the A20 Pro chip and the cutting-edge vapor camera. The strategy of using paired iPhones, one recording vertically and the other horizontally, captures the true essence of the fashion show experience.
While smart glasses still await fashion’s endorsement, the iPhone has infiltrated the industry for years, from mirror selfies and wardrobe fittings to street style photography and elevated front-row views. It has long been the camera that truly encapsulates the essence of fashion, and perhaps it was only a matter of time before Apple claimed a larger slice of this lucrative pie.