Behind the scenes on 1.24.14

Madeleine Swain
4 February, 2014
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Barely pausing to take a breath after posting its celebratory short film clip, Apple this week followed that with a behind-the-scenes clip, elaborating on just how much effort went into making the 90-second video.

We are guided through the mini featurette by the clip’s director, Jake Scott, who clearly had some venerable advisers on hand – as he is seen discussing proceedings with his father Ridley Scott, the powerhouse behind such film classics as Blade Runner, Alien and Thelma and Louise, to name but a few. And, of course, Scott senior was the director of the original memorable ’1984′ Apple Macintosh ad. Also on hand was Lee Clow – another white-haired and white-bearded creative elder statesman, and the head of Apple’s long-time agency partner, TBWA\Chiat\Day.

’1.24.14′ was filmed over a 36-hour period on the exact day that, 30 years earlier, the Apple Macintosh was first revealed to the world.

As Jake Scott’s voiceover explains, there is a nice little Australian element to the clip. “It’s the whole of January 24th, for 36 hours starting in Melbourne, Australia and finishing on the West Coast of the United States of America,” he says.

The making of video is a perfect companion to the original clip, running just four seconds shorter than the finished product.

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