‘The Best Camera is the One You Have With You’ . . . introducing the iOScars


Author: Seth Weisfeld, Digital Creative Director, BBH New York (@seth_weisfeld)

“The best camera is the one you have with you.” (Chase Jarvis, see: http://j.mp/ad29YM)

Powerful technologies and tools for creativity and filmmaking used to be exclusively in the hands of professionals. The cost of entry was high and the learning curve steep. With the recent launch of Apple’s 4th generation iPhone, consumers can now carry in their pockets a device fully capable of capturing, editing and publishing HD videos. This is an exciting prospect – no more grainy, pixelated, thumbnail-sized videos of our funniest or most beloved moments or the latest breaking news story.

Imagine what Gordon Gekko could achieve with this.

Only a few short days after iPhone 4 hit the marketplace, an exceptionally impressive example of the film-making potential of the device surfaced. This film, “Apple of My Eye” directed by Michael Koerbel, was shot and edited entirely on an iPhone 4 in under 48 hours.

“Apple of My Eye” – an iPhone 4 film – UPDATE: Behind the scenes footage included from Michael Koerbel on Vimeo.

The gap between professional and consumer production quality is narrowing and we’re excited to see what people will create with these new tools. Even just a week after the new iPhone4 launched we’d started to notice a new strand of film-making emerging using the new technology. Following a quick Twitter exchange between Craig Elimeliah at Freedom & Partners, Ben Malbon and myself, F&P were able to quickly design and develop a platform to showcase our appreciation for the power and creativity that the iPhone4 offers in the area of movie-making.

We’re calling it The iOScars.

In the spirit of leading by example, here’s one I shot during a weekend trip.

So do you have an iPhone 4 and a story to tell? Let’s see what you can do.




Craig Elimeliah (@craigelimeliah)

Seth Weisfeld (@seth_weisfeld)

Ben Malbon (@malbonnington)

Rina Miele (@honeydesign)

Brian Kadar (@briankadar)


Leave a Reply

Your e-mail address will not be published. Required fields are marked *