Art History

#advertising #art history #iPhone #museums #Russia #video

A New 5-Hour Advertisement Records a Single-Shot Walkthrough of Russia’s Hermitage Museum

March 12, 2020

Grace Ebert

As travel slows due to the global coronavirus pandemic, a new advertisement released by Apple provides an expansive view of one of St. Petersburg’s most-visited institutions that’s accessible without having to venture into crowded spaces. Clocking 5 hours, 19 minutes, and 28 seconds, the single-shot video spans the Hermitage Museum in the nation’s cultural center. It includes a look at 45 galleries, 588 works, and even has live performances from Russian composer Kirill Richter and a ballet duet from the Hermitage Theater.

The ad was shot to showcase the iPhone 11’s battery life but also offers an impressive view of artworks by Rembrandt, Raphael Loggias, and Caravaggio. “This video to me is all about connection through time,” filmmaker Axinya Gog told ArtNet. “Art that is timeless meets modern life and state-of-the-art technology.” Using a complex system of handheld stabilizers, cranes to span rooms, and even a custom app to control the camera, Gog and the group behind the ad created the single-shot take during the course of six hours in the museum.

If you can’t commit to the full five-hour video, check out the one-minute trailer. For a similar look at the Hermitage, take a look at the 2002 film Russian Ark by Alexander Sokurov.

#advertising #art history #iPhone #museums #Russia #video

 

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