🍎 Apple is a Camera Company Now

Apple's ad game takes a hit 📸, Art Directors Guild gets real 🎭, Apple's artsy pivot 🍏

May 09, 2024 • Reading Time: 11 minutes

Created by the people at Beazy.

Welcome, creative friends!

Art Directors Guild: ‘We cannot in good conscience encourage you to pursue our profession’. Well, someone's a buzzkill. Let’s find out why they're raining on our creative parade.

In today's rundown

VISUAL CREATORS
For your artistic side.

Apple just released Final Cut Camera, turning it into a "real" camera company overnight. It's not just hardware, it's the whole shoot-and-edit shebang with AI and chips to boot.

With features like real-time multicam editing and ProRes Log, it's making iPhones a filmmaking powerhouse.The software syncs with Final Cut for iPad, letting you direct and edit in real-time from up to four iPhones.

Meanwhile, Logitech's Mevo system is competing for the pocket-camera crown, but when your iPhone captures ProRes Log, why buy more gear?

Apple's latest move marks a return to its camera roots—it's been 30 years since the QuickTake 100—and a leap into the future of mobile filmmaking.

PRODUCTION MASTERY
The commercial aspects of creativity.

The logo of the Art Director's Guild

In a surprising move, the Art Directors Guild (ADG) has suspended its hands-on training program, hitting pause on an initiative that was seen as a way to cultivate the next generation of talent.

The email to applicants cited the high unemployment rate among its members as the reason, stating they couldn't "in good conscience" encourage new talent to enter the field. With over 75% of its roughly 3,000 members currently unemployed, the ADG's decision underscores the industry-wide challenges facing below-the-line crew.

The move comes as the entertainment industry grapples with a number of challenges, including a slump in job opportunities and ongoing labor negotiations. It’s a blow to those looking to break into the field.

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CREATOR ECONOMY
Navigating the digital creative world.

Apple's latest iPad Pro ad has stirred up controversy by showcasing a hydraulic press flattening a range of artistic tools, only to reveal the sleek tablet as a replacement for all of them.

The ad's message—that the iPad can do everything these destroyed tools could—wasn't well-received, as it comes at a time when the creative community is grappling with the rise of AI and automation. Apple’s no stranger to using sleek ads to suggest a single device can replace a duffel bag of tools, but this time they’ve opened a can of worms.

Critics argue that while digital devices have their place, they shouldn't be positioned as direct substitutes for the value and tactile experience of physical art forms.

It’s a classic Apple “one device does it all” pitch that worked in the past. But since then, Hollywood has worried about AI taking its jobs, game studios have done huge layoffs, and AI-created musicians are causing copyright headaches.

This time, Apple may have missed a beat by showcasing its tablet as a full-on arts replacement amid heightened AI automation concerns.

FEATURED

Talent:
Artem Yellow
(Photographer)

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🔥 Press Worthy

📽️ VISUAL CREATORS

IG posts with still images have higher engagement than Reels, per Digiday. Beauty brands thrive on pic-focused promos.

Blackmagic drops DaVinci Resolve 19 Beta 2, redefining editing with AI smarts and multi-source viewing.

📈 PRODUCTION MASTERY

Sony and Apollo may spin off Paramount+ if they acquire Paramount Global for $26B. Film and TV studios stay, but the streamer goes. Big chess move in the streaming wars.

‘Uncropped’ drops—a doc on legendary NY photog James Hamilton executive-produced by Wes Anderson. Critics already asking why he’s not as big as Leibovitz.

🎭 CREATOR ECONOMY

Creator economy businesses are booming: MrBeast's candy line rakes in 9 figures annually and Logan Paul's Prime beverages hit $1.2B in sales. Private equity and financiers eye the creator economy, awaiting the next investable creator-led venture.

OpenAI unveils 'Model Spec' to shape AI behavior; wants input on when AI should "follow the law". Whose law?

📚 Learn & Grow


👉 If you're looking to get up to speed with everything podcasting in just 5 minutes, this is the perfect place for you!

📽️ VISUAL CREATORS

  • NASA's ultralow-noise superconducting camera breaks scaling limits in search for Earth-like planets

  • Gender Pay Gap Hits Women Freelance Photographers, Here’s How to Fight Back

📈 PRODUCTION MASTERY

🎭 CREATOR ECONOMY

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