The only quote you need to read:
…brands continue to develop video content that is essentially the exact same model as traditional televisions ads, except they place them on the web. This style of content is dated and for the most part valueless. It doesn’t fit the context of the new platform they are placing it on — the web and social media platforms. Brands are still following a very limited set of television rules that no longer apply.
“When I make my first entrance,” he explained, “I’d like to come out of the door carrying a cane and then walk toward the crowd with a limp. After the crowd sees Willy Wonka is a cripple, they all whisper to themselves and then become deathly quiet. As I walk toward them, my cane sinks into one of the cobblestones I’m walking on and stands straight up, by itself; but I keep on walking, until I realize that I no longer have my cane. I start to fall forward, and just before I hit the ground, I do a beautiful forward somersault and bounce back up, to great applause.” Asked why, Wilder said, “Because from that time on, no one will know if I’m lying or telling the truth.”
So how do you make a Sundance movie for iPhone? You need four things. First, of course, the iPhone (Baker and his team used three). Second, an $8 app called Filmic Pro that allowed the filmmakers fine-grained control over the focus, aperture, and color temperature. Third, a Steadicam. “These phones, because they’re so light, and they’re so small, a human hand — no matter how stable you are — it will shake. And it won’t look good,” says Baker. “So you needed the Steadicam rig to stabilize it.”
The final ingredient was a set of anamorphic adapter lenses that attach to the iPhone.