A short film on the making of the 1984 Macintosh commercial.
Intertextuality of the medium and author
Ridley Scott, fresh off the success of Bladerunner, was hired to produce the Macintosh commercial.
Scott approached making the commercial the same way he attacked feature movie-making.
The production values are those of high-budget feature
film. The visual lushness of the images calls to mind the lighting in parts of Bladerunner.
He adds to the cinematic technology, with its telephoto lenses and mattes, with the electronically generated slow-motion flying hammer and blinding white light that fills the hall at the end of the spot.