Video Production at Apple

Capitola Media, in conjunction with a partner of ours in New York City, Penny Bridge, shot last week at the Apple campus for the press announcement that Apple and IBM would be teaming up to finally work together, not against each other.

It was a BIG deal.

For years the two tech giants viewed each other as fierce competitors.  Steve Jobs famously posed for a portrait of himself under the IBM headquarters logo with his middle finger raised.

But lately, the two companies have really staked out different portions of the tech pie.  IBM has targeted large corporations with enterprise applications, and Apple has been laser focused on the consumer.  But the success of the iPad and iPhone platforms in the business world has taken many companies by surprise. IBM has noticed and is now going to work with Apple cooperatively.  The two companies announced plans to codevelop new iOS apps and jointly sell and support iPhones and iPads to their enterprise customers.  IBM recognizes they cannot win the device war, and Apple realizes they can expand their corporate client opportunities by partnering with a powerhouse like IBM.

At the Apple campus, we shot on two Cannon C-300s, recoding ProRes 422 directly to PIX 240i boxes.  (Sorry, we can’t share the resulting video.)

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