Luxury carmakers Bentley have once again turned to the iPhone to shoot the company’s latest short film: A video showcasing four major designers on London’s Savile Row, each given a commission to create a bespoke “driving jacket” for the high-end auto company.
Check out the short film and a special behind-the-scenes video below:
Bentley embraced Apple handsets last year when it put together an ad, also called “Intelligent Details,” which was shot using an iPhone 5s and then edited on an iPad Air, using the iOS iMovie app.
This new mini-documentary again uses the same name, black-and-white aesthetic, and filmmaker Austin Reza. It’s worth re-watching last year’s film, however, just to highlight how much cleaner and sharper the iPhone 6 and 6 Plus footage looks, only one generation removed from the iPhone 5s.
All in all it’s a very impressive effort, which not only shows how Apple has helped democratize filmmaking with its high-quality iOS cameras, but also demonstrates just how keen brands like Bentley are to get a bit of Cupertino cool by name-checking Apple.
With its focus on high quality craftsmanship, and making the ordinary beautiful, the new “Intelligent Details” could very, very easily be an ad for Apple. And chances are they have didn’t have to pay a cent for it!
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
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