Legs Media recently approached Industrial Color Productions to shoot a fashion show for Director Georgie Greville that presented a unique technical challenge - they wanted to shoot entirely on iPhones. And not just one, but 20 of them!
Our in-house Director of Photography, Santiago Gonzalez, imagined making the shoot even more dynamic by creating a bullet-time effect. He achieved this by building a plexi and hardware rig to mount the iPhones in a 180 degree curve. The monster iPhone rig held seven iPhones at the end of the runway and were triggered at the beginning of the show, then edited together using the models as a registration point for each camera on the rig.
Three more iPhones were set at a single angle with different lenses on each (Superwide, wide, and Telephoto) to create a visual tryptych. In the cut our editor jumped between each angle to keep the edit dynamic.
In order to make the video bigger than just a runway show, the creative team also set up a small shooting area behind the scenes to capture each model's look. The end result is a futuristic high fashion video that effectively represents EDUN's aesthetic. It's not the RED, but we think the iPhone totally performed.