httpv://www.youtube.com/watch?v=nvjlX7EqQWg
Ever wish someone could invent an app that would let you picture ketchup on your iPhone and douse the real thing from your smart phone on to your fries?
That’s the kind of whimsical hyper-reality Israeli pop band Izabo gets in their latest video for a catchy ditty called “On My Way.” Yeah, OK, so it may be awhile before iPhone augmented reality means you can shave with a razor pictured on your device, but the effect is clever.
CoM talked to video director Shushu Spanier about surprisingly uncoordinated musicians, borrowed iPhones and non-Mac equipment.
CoM: How did you come up with the idea for the video?
Shushu Spanier: When my sister showed me her iPhone a year and a half ago (a 2G back then), I thought it would be nice to do a music video or commercial (I’m a copywriter in an ad agency) with iPhones because they have relatively big screens.
CoM: Did the band members all have iPhones? If not, where did you get them for the shoot?
SS: Some of them do. We put a lot of efforts into convincing our friends and family to sacrifice their “babies” for three whole days.
We used 17 different iPhones (2g, 3g, 3gs) and three of them were mock-ups we borrowed from stor
CoM: How long did it take to film?
SS: It took three days to shoot the video, not including the time it took to film the videos to go inside the iPhones and another two weeks to edit.
Because the whole project was done by volunteers, it also took time organize, though I came to the band with the idea six months ago.
CoM: How did you create the iPhone screen effects?
SS: Before shooting the parts with the band members, we shot the videos separately using a HD camera / drew them then we uploaded and played them in the iPhone video player during each shot.
Two shots were exceptional – the “Queen shot” (01:04) which required the band’s coordination (which they didn’t have…) and the second was the “iPhone wall” (02:40) which we needed to multiply since we didn’t have 100 iPhones.
CoM: Any funny moments or bloopers?
SS: Well, nothing specific, but when you have to deal with loony rock stars it’s always funny. It can also be exhausting especially in the parts, as I wrote before, that demanded coordination and timing.
CoM: Was the entire video made with Apple equipment?
SS: Not entirely.
Our cameraman, also a real Mac freak, used a Canon D7 to shoot the video, our art-director did part of the doodles on her Mac. We used a Flip-Mino for the “making of” video…
CoM: What’s next — an iPad video?
SS: Nope. But on our third day of shooting we shot parts of the band’s upcoming iPhone app which will come out with the next album, but I can’t reveal more details…
