On November 24, 2009, a video was posted on YouTube.com to channel CityHarvestNY, representing City Harvest New York. The video showed a subway filled with green apples arriving at a station. As the doors swing open, waiting passengers get flooded with apples. One passenger picks up an apple, the subway conductor makes an announcement about how much food is wasted in the city and how many people go hungry, after which the camera swings to a pillar, with the CityHarvest logo on it. The video is meant to show the daily food-waste in New York City.http://www.youtube.com/watch?v=2V5fKX_U3qY&feature=player_embedded
City Harvest
City Harvest states it's the "world's first food rescue organization". The organization is over 25 years old, and has the following mission:
"City Harvest exists to end hunger in communities throughout New York City. We do this through food rescue and distribution, education, and other practical, innovative solutions."
They collect over 25 million pounds of excess food from including restaurants, grocers, corporate cafeterias, manufacturers, and farms. With this, they deliver meals to nearly 600 community food programs throughout New York City. They provide over 260,000 meals per week.http://www.cityharvest.org/about/
The City Harvest Ad video
This City Harvest advertisment was entirely shot with an iPhone. According to CityHarvest.org it represents the amount of food wasted in New York City every day.
How it was done
The video “Apples” was filmed entirely on an iPhone, in a single shot. It was created, produced and finished by The Mill NY, in combination with marketing communications agency Draftfcb New York. City. The iPhone was chosen for its "realistic feel people empathize with", practical playback feature, and overwhelming popularity and near ubiquitous presence among cell phone users. The Apples were created entirely using CGI.
In order to add the apples correctly, the producers had to create an exact virtual camera move, identical to that of the camera. Tracking was done using three static Canon 5D Mark 2 cameras. The iPhone camera was rigged with multiple LEDs to be able to track its movement. Additionally, a Spheron Camera was used to record 360-degree lighting scans. All this data was used to create a virtual environment, allowing the CGI to be added correctly. The post-processing took three weeks to complete.http://www.creatiu.com/city-harvest-apples/
References
Fast Facts
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When
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Uploaded by
CityHarvestNY
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Website
http://www.cityharvest.org/
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Duration
0:31
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Cause
Pointing out the amount of food waste in New York City each day
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Fact:
In the clip, a metro filled with apples rolls into a station. When it stops, the doors slide open, and all apples flood the station. Camera swings to the CityHarvest logo on the wall
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Film name
"Apples"
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Created by
The Mill NY
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Marketing Agency
Draftfcb New York
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No Apples Were Harmed In Filming
"The Apples were created entirely using CGI"
