Apple's latest ad campaigns give an idea of what it is trying to achieve and who it is trying to talk to. Check out these behind-the-scenes videos that show how Apple shot these iMac Pro ads to help it re-align its focus on the creative.
Of course, this shooting process involves high-speed processing and data transfers. After Effects was also used, but being an Apple ad, Final Cut Pro was also a main focus.
The strategy and approach is to showcase studios that are using these machines to produce great art and media. And although we're supposed to see a release of the Mac Pro soon, this machine should do the trick for any studio, video editing company, or multi media powerhouse.
It's not like most of us are going to be able to afford these machines, but it's surely inspiring to see the artists working on them, using tools that would push the fan on the Mac I use to a decibel that can be heard from the room next door. And one of the main messages I'm taking with me, ironically, is that throughout the ads and behind-the-scenes videos, it's about the work and the concept, and not the gear.