First up, watch this –
The video description:
The Experiment: We chucked a photography student out of a plane to see if he could take the perfect fashion photo. We gave him a model, lighting guys, a makeup artist and smoke machines. The only thing we didn’t give him was a camera. We gave him a phone.
This is the commercial that’s currently running
in the UK globally to mark the worldwide release of the HTC One. While it’s not the most original idea in the world, it does have great piece of backing music (Tick of the Clock, Chromatics – most recently heard on the DRIVE official soundtrack), some great imagery and… well, that’s about it.
It sounds harsh but, I’m not entirely sure what the advert is for.
Yes, it’s for the HTC One, I get that much, but why are they jumping out of the plane? Why is the HTC One being used in this instance? From what I’ve read, it’s to help show off ‘the One’s low-light capabilities’ – if that’s the case, why can’t I see the image and/or video quality that ‘Nick’ shot with the phone in the advert?
The very last second of the ad ends with ‘Watch Nick’s story online’, let’s get online and find that content then shall we?
A Google image search for ‘HTC One free fall fashion shoot‘ only turns up images shot by other cameras that were present on the day; DSLRs etc… keep clicking and eventually, on page 3 of the search, this image shows up via All Things D –
I’m not sure, but I’m thinking that this might be the actual image that our man Nick shot with his HTC One. Not bad, right? Right. But I want the full image; the original, uncrunched image, with EXIF data.
But I can’t find it.
Even the official photo album from the shoot, the one from HTC UK’s very own Facebook page, doesn’t have the full file [instead uploading a frustratingly bad and super-compressed FB-friendly version]. Additionally – and still, according to the ad – Nick was recording video and trying to get the perfect photo at the same time. Guess what? No sign of that footage either.
I’m labouring the point, I know. But if you’re going to make a big deal about a fashion student being given the opportunity to take part in a one-of-a-kind free-fall fashion shoot, then surely you’d make a big deal around the actual content that said fashion student produced. No?
Just me then.
Read the press release, make your own mind up.