Apple's Humble and Honest Films Call James Blake and Tyler Mitchell to Open Up
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SMUGGLER director Miles Jay uses restraints of working remotely to his advantage in 'Behind the Mac' campaign for Apple
SMUGGLER's Miles Jay has recently worked on two new iterations of Apple's 'Behind the Mac' campaign. Jay was able to use the restraints of working remotely to his advantage; opening opportunities for discovery and creating a sense of authenticity in the films. The series unveils intimate, vérité portraits capturing the daily rituals of renowned artists; photographer, Tyler Mitchell; musician, James Blake; chef and writer, Samin Nosrat and architect and designer, Xi Zhang.
Apple’s long-running campaign highlights individual stories of creativity. Most recently, the campaign focuses on artists at home and the seamless integration of the Apple MacBook in each of their creative processes.
The intimacy and restraint of the camera created an honest visual language and space for a series of happy accidents to happen before the camera. Authenticity was paramount and the restraints of working remotely opened up opportunities for discovery while also making creativity at the highest level feel attainable.
James Blake: a new song from his home
“It feels like a dream that I’m sort of walking through and I’m able to affect what happens in it.” James Blake lets us inside his brain as he writes the new song 'ASK FOR MORE'. Remote cameras were set up in the GRAMMY Award winner's home studio, capturing his entire creative process as he worked on writing, recording and editing the song over a 24 hour period. From time spent crafting a melody at his piano, to looping and pitching the melody and adding layers, instruments and vocals in Logic Pro X on his MacBook, to editing it into a finished song. Completing the track just after 1am.
Tyler Mitchell: latest portrait series shot in his bedroom
“What can I do with the sweaters I've worn on my back?” Tyler Mitchell takes us to his place in Bed-Stuy, as he works on a new portrait series using only elements from his own bedroom. Remote cameras were set up in the fashion photographer's apartment, capturing his creative process as he shot and edited the series over a 24 hour period. Digging through references, compiling a mood board, capturing the images, scanning them into his MacBook, and editing the selects in Photoshop. Putting the final touches on the portraits just before midnight.
The films will be aired from July 18th across TV and digital platforms.