Apple “Perspective” iPhone 6, Watch & iOS 8 Launch

Apple’s “Perspective” is the three-minute film that opened the 2014 live unveiling of the iPhone 6, Apple Watch and iOS 8. A tribute to those among us who “have always seen things differently,” the spot was filmed in one single take in an empty warehouse, using clever visual illusions to unveil words and phrases as the camera moves through the space.

SCANable provided 3D LiDAR scanning and modeling of the Cooper building penthouse in Downtown LA. The visual effects team at 1st Avenue Machine used this precise 3D geometry to calculate an exact camera track, matching the footage from the real camera to the actual dimensions of the space.