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Apple continues 'Your Verse' campaign with Bollywood choreographer

updated 09:47 pm EDT, Mon April 7, 2014

Inspirational series highlights iPad Air's role in film production

A choreographer for Bollywood movies is the subject of the latest installment of Apple's "Your Verse" iPad campaign, which starts with inspirational stories of individual users on its website that often go on to be incorporated into its television ads. Feroz Khan, the choreographer in question, says he relies on his iPad Air to help with directing and analyzing dance scenes, scouting locations, assisting with costumes and other details involved in the filmmaking process.

Khan documenting inspirational images
Khan documenting inspirational images

Khan notes that the iPad replaces a number of other tools he used to carry, including voice recorders, a notebook computer, a loups for analyzing video, a camera and various binders and sketchbooks. In addition to his various duties he has to "stay in touch constantly with the team" and says he now depends on his iPad Air "for all of it."

For dance sequences, Khan uses niche apps like SloPro to record dance moves at up to 1,000 frames per second and analyze the results on the spot rather than using a film camera and processing the results at home. He can also thus share feedback or take corrective action with the dancers and actors in the scene at the time, saving at least a day in valuable rehearsal time. He also uses apps such as Pinterest for inspiration, Artemis HD to simulate how a given shoot will look using the same camera as the Director of Photography is using, and employing Photo Stream to send pictures to the director and others.

by MacNN Staff



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