ProFound’s Post

Check out this thought-provoking blog post on the nature of art and the latest Apple iPad ad. The post delves into the idea that while the ad may be deemed ugly and crushing, art cannot be flattened. It includes personal anecdotes and reflections on the subject. Read the full post here: https://ift.tt/IsaCXY3

Framing matters: #Perspective I bought a new iPhone case because #AppleGirl …and also because #Vacation. And I don’t know, but it’s just the different aesthetic for me.👩🏾🍳🤌🏽 I definitely feel like I have a new device - when in reality, nothing has changed. And why is that? Why is it that my new black bezeled case is producing feelings of HD screen effects? Nothing has changed, the technology is the same. The phone’s the same. The font, lighting, background - all of that is the same. But it’s the framing that makes the difference. Do you know why and filmmakers and Hollywood films feature a black border and wide bar? It’s because it helps you to draw your eyes closer to the active scene. Isn’t that something? When you place things into the right frame (of mind or reference), it will change your perception about some things. Upon reflection of the last three months, I’ve had to change my mind about some things. I’ve had to change my heart about some things. And as a result, who I am in this life has been changed. Just putting that out there, inspired by the things that I see, hear and experience. It’s the simple wisdom of life that that make me glad. 💚. Keep it zesty folks. ✨✨✨

This latest ad of thinnest iPad ever by Apple is sadly dark and dystopian. I am not sure if the 'wanton destruction of all the good and beautiful things in this world' is something the world really wants? Never seen something this tone-deaf by a brand like Apple. Crushing obsolete creativity in itself? 40 years ago, Apple released the 1984 ad, as a bold statement against dystopian future. Ironically, looks like they are now the inception of the dystopian future. A big blob of nothingness. Crushing all creative spirit for a screen? As a lover of art and everything creative, this ad really stings. While they have tried to capture the nihilism of this age, they also have linked their brand with the erasure of art, culture, everything that uplifted the humanity. This obsession with thinness feels like a hollow pursuit,. Sacrificing creative spirit for a mere screen. #apple #ad

You might not believe this, but I took this shot with my iPhone when I was bored 📱. Some of you might ask how? Well, let me tell you! All you have to do is open your camera and switch to portrait mode. Then, choose ‘Stage Light Mono’ if you want a monochrome effect like mine, or just ‘Stage Light’ for a regular shot. Place the object in the middle of the circle and snap your shot. 📝 Tips: 1. Keep the background simple. 2. Lower the aperture to focus on your object. 3. Adjust the exposure to add some drama to the picture. Camera > Portrait > Stage Light (Mono) 📸 And that’s how I cooked up this delicious picture 😂😂📸!

Tips from the pioneers at Opposite Land Productions on how to make great Vision Pro videos!

You've seen us shoot anamorphic on the iPhone 15. So what does it take to make iPhone footage look cinematic? Is it the lens? The crew? The lights? In this episode, we go in depth into all of these things. Most importantly, we experiment with dynamic range on a XYLA chart - what it is, how to measure it, and why it matters. As always, thanks for your comments and questions. Watch the full story on how they measure up here: https://lnkd.in/guTAt8JQ #shotoniphone #cinemacamera #dynamicrange #filmmaker

Visual Intelligence: Seeing beyond the obvious 👁️✨ (When understanding goes deeper than what meets the eye) Visual intelligence is the ability to understand and interpret visual information, making sense of the world through observation and visual cues. It’s a key skill in everything from art to technology. Example: "Apple's new visual intelligence feature allows users to point their iPhone 16 camera at almost anything around them and receive information." From identifying objects to recognizing patterns, visual intelligence is reshaping how we interact with the world around us. P.S. How do you use visual intelligence in your daily life? Share below! ♻️ Repost if you’re fascinated by the power of vision! #SirArens

From celebrating ‘Think Different’ for years to maybe ‘It’s Apple who Thinks Different Now.’ The latest AD by Apple is a classic example of WHY you can’t be your customer’s favorite forever if you don’t understand culture. If you look up in any of the media channels, the primary emotion felt with this AD was anger, pain, sadness. But the targeted emotion by the brand was to be cool, convenient and innovative. This is the difference that comes with NOT understanding culture. Apple’s biggest consumers are creators. And this time the creators have spoken- “I can’t relate to this video at all. It lacks respect for creative equipment and mocks creators.” The point is people like to be called creators and feel creative. And you can’t simply CRUSH what made them feel creative in the past or still does in the present. They’re emotional about their creative identity. And these musical/ photographic/ artistic elements that Apple seemed to have CRUSHED is exactly what they identify with. Which is why before selling, understand the cultural aspects of your audience, what they feel, believe and identify with, it makes a BIG difference to being a HIT or MISS.

Why did Hrithik Roshan and Hugh Grant slam Apple? ...and what made Apple apologise? 👀 Tim Cook announced their thinnest product yet- new iPad Pro, but 'how' they did that didn’t land well. The 'Crush' ad breakdown 🍿 A hydraulic press crushing musical instruments, a record player, arcade machine, a sculpture, a chess board, books, and cans of paint –> with a rainbow of colors spilling over the side like blood –> to produce an iPad. 🖥️ Basically crushing everything we love outside of this digital world- crushing the analog out of our lives and minimising it to a device; One screen! 🍏The goal was to- celebrate how users express themselves and bring their ideas to life through iPad. 🍎What it did- fueled anxieties about Al potentially replacing human artists and devaluing their unique skills. Hurt creative sentiments. Things being crushed here represent the material, the tangible, the real. And the real has value. Apple's iconic 1984 Super Bowl Ad was a promise of tech, of breaking free from drudgery, of revolution. And in a time like we're in; trying to track screen times, trying to spend more time outside; do real things more? It shouldn't come as surprise that this hit a nerve! I'd leave you with my takeaways and would love to hear your opinions 👇 #marketing #creatives #realhasvalue

Over the years we've all seen numerous dynamic range comparisons. This one is...very, very different:-) Check out the full analysis: https://lnkd.in/gGSgEcwJ