So simple, so effective - New Apple Ads

How do you counter an advertising campaign that mocks your company?

If you’re Microsoft responding to the Get A Mac ads from Apple, you throw enough money to solve third-world poverty into a single advertising campaign in direct response to those of your rival.

How do you respond to that kind of marketing firepower?

You keep on doing what you’re already doing and laugh if you’re Apple.

There’s no flashiness or celebrity endorsement in Apple’s adverts (aside from the fame the campaign has brought to John Hodgman and better film roles offered up to Justin Long).

The budget must be tiny. Two actors, a white background, music and sound effects. Who needs Pharel Williams (N.E.R.D clearly means just that) and Eva Longoria (quite the desperate housewife if she’s using Vista) prancing about? Jerry Seinfeld, ha!

Bean Counter is the funniest of the new Apple adverts and so remarkably true. Hodgman counts his piles of money allocating a huge amount to advertising and minute pile to fixing Vista, ultimately pushing all the money into the advertising pile.

As I’ve said previously (before the ad aired) the cost of this marketing campaing, a reported $300, could have gone a long way to plug holes, fix code and patch mistakes in Windows Vista.

Apple, albeit smugly, is making a justified point. Why is Microsoft marketing its brand when its main product is still so flawed? If, God forbid, I was a Vista user I’d be gutted that the company has seen fit to try to lure more users or at least reinforce the belief of existing users while ignoring the broken OS I paid good money for.

Check out the ads at www.apple.com/getamac/ads

Apple’s October Notebook Event - iCreate Live Chat

From 18:00 GMT (10:00 PST) iCreate will be hosting a live iChat Chat Room to discuss the events unfolding in Cupertino at Apple’s special notebook event.

If you fancy chatting with fellow Mac users and the iCreate team, you can log in easily via iChat on your Mac:

1. Login to iChat

2. Select Go To Chat Room… from the iChat file menu (or hit Apple+R).

3. Type the room name “icreate” when prompted and click Go.

Find iPhone Apps Faster with AppShopper.com

Since the “All iPhone Apps” link was dropped from the iPhone App Store it’s getting trickier to find the newest apps or price changes within iTunes.

AppShopper.com aims to end all this with a useful site to help track Apps and updates as well as price changes on the App Store.

The main page shows all updates on the App Store including new releases and price changes and you can filter the results to find exactly what you’re looking for.

The site is currently in its infancy, but new features including a search function will be available soon.

http://appshopper.com

Check out Photoshop Face-Off

When we’re not waxing lyrical about the iLife apps or extolling the joy of OS X, we’re partial to a little bit of Photoshop. Whether it’s getting serious with a Wacom tablet or sticking Jimmy Hayes’ head on Eva Longoria’s body, it forms part of our extra-iCreate enjoyment.

Our friends over at Photoshop Creative magazine have put together a brilliant new element to their website allowing you to pit pieces of Photoshop art against one another. It’s called Photoshop Face-Off.

The premise is simple. You’re presented with two images and you decide which should win the Face-Off. You’ll also find out how other people voted, for a little validation on your decision.
The art on display is exceptional and the competitive nature incredibly addictive. So addicitive, in fact, that this post took twice as long to write as it should.

Like the creative’s equivalent of a gambling habit, you’ll find yourself heading back to the site again and again to feed your Face-Off cravings.

Check it out here and don’t forget to comment on the pictures you pick.

www.photoshopcreative.co.uk/photoshopfaceoff/

iPhone gaming goes 3D with KROLL

Fans of iPhone games will be excited to hear that Digital Legends Entertainment has brought the first 3D scrolling fighter game to the iPhone.

KROLL is available on the App Store now for £4.99 and offers advanced 3D graphics, touch interface and stunning comabt action.

“KROLL is our first game for iPhone and iPod Touch and the first game to debut as part of Digital Legends Entertainment’s own publishing activities so we wanted to make it special,” said Xavier Carrillo Costa, CEO, Digital Legends Entertainment.  “We are extremely proud of this game and believe users will be amazed by what we’ve achieved.”

Check out the teaser trailer for KROLL below and look out for the iCreate review coming soon.

You can download KROLL here

“I’m a PC and I sell fish”

By now you’ve probably seen one of the new Microsoft adverts. You know the ones, Bill Gates and Jerry Seinfeld bantering in a seemingly nonsensical manner and at no point mentioning quite what they’re talking about or, at least, attempting to advertise.

Then there’s the other lot of ads from Bill and Co. The Gatesmeister doesn’t feature and Seinfeld has allegedly been canned, but the Redmond boys take aim at Apple’s I’m a Mac/I’m a PC campaign by, well… repeating the “I’m a PC” line. A wide range of people from all walks of life repeat the simple phrase “I’m a PC and I…” filling in the blank with everything from charity work to graffiti (yeah, PC users break the law too guys). This culminates with one chap proudly proclaiming “I’m a PC and I sell fish”. What the hell is going on!?

Online, people are wondering about hidden meanings in the Seinfeld ads, is the old woman Steve Jobs? Are scallop potatoes meant to be Macs? Was it really Bill Gates behind the Grassy Knoll? That’s stage one of the – wait for it - $300 million advertising campaign complete. People are talking about the ads.
Whether the consumers get it or not, they’re talking about Microsoft rather than just blindly using its software.

Then there’s the second batch of ads, the Seinfeld-less “I’m a PC” ones. Am I the only one to think this was a bad move? Even if I didn’t have a clue what Shoe Circus was meant to represent as Bill and Jerry tried on loafers, at least I was intrigued. Joe Public and a sprinkling of cash-hungry celebrities yelling “I’m a PC” in between my regular TV programming tells me two things; one – PCs are used the world over for a wide variety of tasks, both creative and dull. Tell me something I didn’t know. Two – Microsoft is aware of, possibly even worried/annoyed by, Apple’s “I’m a Mac” campaign.

The Bill & Jerry’s ads completely overlooked Apple’s ads. They ignored them as a company with such an enormous market share should. Microsoft is the Ford of the technology world, and you don’t see the Fiesta trying to rival a Ferrari when it comes to marketing.

So what are we left with? A petty playground squabble that will end up costing Microsoft about as much as it would cost to fix its currently flawed operating system. Don’t worry about Apple, boys. Take a look at yourselves! You’re re-branding a dead horse, that’s for sure, but people are still buying PCs and they’re still buying Windows. Just because the Zune didn’t take off doesn’t mean you’re failing.

Ultimately my problem comes down to the Microsoft fan boys (yes, I said “fan boys”). For years, us Mac users have been elitist and we’ve said that our platform is better than yours. There’s no getting around that. Now it actually IS better, and we’re still saying it. That hasn’t stopped Microsoft ruling the roost in the market share stakes. Nobody stopped buying PCs. But now, a set of overpriced and over hyped ads have appeared and the Windows users have crawled out of the woodwork to laugh and point and jeer and boast about their ads as if they’ve won some kind of battle. It’s a sad truth, but the Microsoft crowd are acting like the underdogs and that’s what entertains me the most. You don’t like our ads, nobody understands yours.

However you look at it, in terms of PR or user satisfaction, I’ll tell you one thing. I’m still glad “I’m a Mac and I don’t sell fish”.

Macs in Movies - Year of the Fish

David Kaplan is a Mac using movie-maker with a twist.
Primarily developing short films around fairy tales such as Little Red Riding Hood (starring Christina Ricci) and Little Suck A Thumb, he has once again chosen an age old kids favourite for his first feature project.

Year of the Fish isn’t simply a re-telling of the rags to riches Cinderalla story, however, and is derived from the oldest known version of the tale, dating back to the Chinese Tang Dynasty.
Working on G5 Mac’s, Kaplan, who has won numerous awards for his shorts as well as his first feature, used rotoscoping to give the movie a dream-like effect. iCreate caught up with him to discuss this interesting project and to find out a little more about what makes him tick.

This is your first feature. What inspired you to do this project?

I was looking to do a very low-budget film locally, in New York City, because I knew we wouldn’t have a lot of funding. Since I had already made 3 acclaimed short films from fairy tales like Little Red Riding Hood with Christina Ricci, The Frog King and Little Suck a Thumb, it seemed to make sense to try a fairy tale feature. I chose Cinderella and I discovered that the oldest known version is a Chinese one, so I decided to set the film in modern-day Chinatown.

What part did Mac’s play in the production of the movie? What software were you using?

The whole film was done on G5s.  We shot on mini-DV, edited on Macs with Final Cut Pro, rotoscoped it to HD with Mac OS X software called Synthetik Studio Artist, and did a few particle effects with Apple’s Motion.

In layman’s terms, how do you describe rotoscoping?

Rotoscoping is simply the process of taking live-action footage, be it film or video, and using that as a frame-by-frame guide for drawing or painting in order to create an animated movie. It’s pretty much the same as a traditional artist in their studio, painting from a live model. You have the source image - the live model - and the canvas (the painted image). The only difference with rotoscoping is that you take a whole series of painted images and put them in sequential order to create movement.

What was the effect you were looking for with rotoscoping in Year of the Fish?

I wanted to situate the film in a place somewhere between reality and dream, because that’s the kind of story it is.

Why did you feel it was required?

Aesthetically, it was a way of taking a very harsh, hyper-realistic, standard-def video image and turning it into a lush, lyrical HD one. It was an experiment, instead of going for more and more detail and photo-realism, we decided to strip detail away to create a more impressionist feel.

How did the script come about?

I wrote it - it’s a loose adaptation of an old Chinese fairy tale from the Tang Dynasty. It was also developed at the Sundance Directors and Screenwriters labs.

What sets this film apart from other rotoscoped films such as those by
Richard Linklater?

Well, those Linklater films were certainly inspirational. I wouldn’t call them impressionist though. Their style was more “graphic novel”, with clean sharp edges and even areas of flat color. In ours, the colors spill across boundaries and melt into each other and there is a kind of chaotic flickering around the edges of things. In fact, I wish we had gone even more impressionist with it, I was a bit timid about it because I didn’t want to get in the way of the story.


How did the shooting process differ to making short films?

It’s a longer shooting schedule so it’s more exhausting. Also, my short films were shot on film, not video. On this one we were able to shoot with a very small crew and use almost no lights, like a documentary. But it’s still very hard, physically and mentally.

Anything you would have done differently?

As I mentioned, I would have gone farther with the rotoscoping and made everything even more impressionist and painterly. But I also like it the way it is.

Sell Year of the Fish to a moviegoer in six words.

Cinderella in a Chinatown massage parlor.
For more information and to view the trailer visit www.yearofthefish.com

Exciting news for web designers

iCreate sister magazine Web Designer launches new online initiative

Today sees the start of an exciting new promotion on Web Designer magazine’s website. Over the next four weeks the UK’s premiere web design magazine will be updating its site daily, with features covering all aspects of web design as well as in-depth interviews with leading names from the cutting edge of the industry. Visitors will also find articles and features on eCommerce that cover the business end of creating professional web content. Visit www.webdesignermag.co.uk every day for the next four weeks and find out what’s on offer.

New Podcast Episode

The latest episode of the iCreate podcast is now available on iTunes and www.imaginepodcasts.com

In this episode:

- Ben & Jimmy discuss the merits of the iPhone App Store & the sorry state of Apple’s MobileMe service

- Jimmy travels to MTech Laboratories to have some custom iPod headphones fitted

- The team tests Apple’s iPhone 3G adverts against real-world speeds

60 Days Free for MobileMe Users

As MobileMe struggles to get up to full strength and Apple attempts to iron out its flaws, another email has been sent to MobileMe subscribers offering a similar deal to those using the free trial.

“We have already made many improvements to MobileMe, but we still have many more to make. To recognize our users’ patience, we are giving every MobileMe subscriber as of today a free 60 day extension. This is in addition to the one month extension most subscribers have already received. We are working very hard to make MobileMe a great service we can all be proud of. We know that MobileMe’s launch has not been our finest hour, and we truly appreciate your patience as we turn this around”

The MobileMe Team

While this small reward may work in the short term, Apple needs to make sure its services are fully functional soon to risk irreparably harming its credibility in the online domain. A free sixty days is a nice bonus for those unaffected by MobileMe outages but it also serves to highlight the issues with MobileMe to those who may have been previously unaware of them, thus spreading negativity.

Unsubstantiated rumours also point to the firing of MobileMe’s head (allegedly an Ex-Microsoft exec) for the incredibly un-Apple launch and subsequent issues.

www.apple.com/mobileme

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