When Burberry shot video of its London fashion show entirely on the iPhone 5s, one had to suspect this was purely a PR stunt, given that it occurred shortly before it was announced that the company’s CEO was joining Apple as head of retail.
A cynical mind might suspect the same of any video shot with iPhones, but in a piece in The Loop, LeAnn Rimes’ co-producer Darrell Brown insists the decision to use an iPhone to shoot the video for her new single Gasoline and Matches, directed by Ian Padgham, was purely a practical one.
“Using the iPhone camera for the stop motion video made it easy, affordable and portable for us—because of time factors,” said Darrell Brown, the Co-Producer of the record and video. “I had to get Ian to Dublin to film LeAnn while she was there. I had to get Ian to New York State to film Rob. It was so easy to lug around three iPhones instead of other heavy gear. iPhone to film, IPhone for playback of song and iPhone to document the fun.”
Rimes said she was “blown away” by the result.
It’s not recorded which iPhone was used, but the 5s introduced a new camera with larger sensor, wider aperture, dual-color flash and a 120fps slo-mo mode.