Apple Commercial Holiday — How I Create Stories By Editing on iMac Spot

VIDEO Apple Holiday — How I Create Stories By Editing on iMac TV commercial 2018 • “I don’t want the viewers to see the edit, I want them to remember a feeling.” Here’s how Marianne Karaan creates stories by editing on her iMac. 00:01 ♪ “Wait It Out (Instrumental)” by Phantom Sun ♪ 00:02 ♪ 00:04 ♪ 00:04 My name is Marianne Karaan, 00:06 ♪ 00:06 and this is how I create stories through editing. 00:09 ♪ 00:09 I remember every Friday 00:11 ♪ 00:11 I would stop by the DVD store at the corner, 00:14 ♪ 00:14 and it was the first time that I got exposed 00:17 ♪ 00:17 to professional editing, 00:19 ♪ 00:19 and I fell in love with the magic 00:21 ♪ 00:21 that happens in the edit bay. 00:22 ♪ 00:23 ♪ 00:23 My process, when I first start an editing job, 00:26 ♪ 00:26 is to organize the footage on my iMac. 00:30 ♪ 00:30 After I watch everything down, 00:32 ♪ 00:32 I create a rough assembly. 00:34 ♪ 00:34 This is technically the first time that I watch the cut, 00:38 ♪ 00:38 and start to see the story come to life. 00:40 ♪ 00:42 ♪ 00:42 I want the audience to feel a certain emotion: 00:44 ♪ 00:44 Let's pick, for example, “happy.” 00:47 ♪ 00:47 So, when I'm looking at the footage, 00:49 ♪ 00:49 I look for something that makes me smile. 00:51 ♪ 00:53 ♪ 00:53 From there, I start shaping the story: 00:56 ♪ 00:56 Trimming, and shaving [a] few frames here and there, 00:59 ♪ 00:59 diving a little bit into color. 01:01 ♪ 01:03 ♪ 01:03 I don't want the viewers to see the edit. 01:05 ♪ 01:05 I want them to remember a feeling. 01:08 ♪ 01:08 And that's when you know you've done your job. 01:10 ♪

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