Iconic Promo


October 2013


Ridgewood Publishing


Creative Direction

Iconic uses vivid color and detail to document Apple’s journey in design, form and function — and looks back at over 35 years of Apple innovation. Four years in the making, the author captured over 150,000 photos of nearly every product Apple has made, including rare prototypes and even packaging.

This video was produced over a 14 month period. Interviews took place in the author’s home and his offsite storage facility. We also attended a working session between the author, his designer, and photo editor at a local design school as they put the final touches on the book’s layout.

The sequences featuring the book and it’s interior were filmed in our studio using a DIY photo table and the three foot Kessler Cineslider.

Canon c300
Zeiss CP.2 28mm, 50mm, 85mm
Canon 70-200mm, 17-55mm, 24-70mm
Tokina 11-16mm
Rokinon 35mm
Kessler CineSlider
1 x 1 900 bulb LED Panel
Westcott IceLights
Lowel Pro
Rode NTG-2