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The commercial was shot on a Sony HD
camcorder in our production office in
Lantana, Florida. To replicate the sturdiness
and stillness of my hand like that of the real
Apple commercials, a card holder was
attached to a stationary rig. My arm covers the
pole holding the card holder in place and
my hand covers the rest of the rig. To get the
clean white background, we simply taped
sheets of white paper together on a desk
against a wall and lit with halogen lamps
hanging from the ceiling. My arm and the rig
are set away from the desk and the wall to
ensure that a shadow doesn't appear. The
camera's white balance and exposure were
adjusted to make the background absolutely
white. Later in editing, the background was
cleaned and enhanced.
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