As the engineering team worked feverishly getting DVD Studio Pro version 1 (known at the time as Popeil) ready for release, I worked with the documentation department to create a tutorial to be included in the manual. It would include sample movies and graphics, along with complete instructions for recreating the sample project.
This was to be the first of many lessons about how Apple puts quality first. I was accustomed, from years of working for clients with small budgets, to doing things ‘on a shoestring’. This often meant literally doing things myself. Whether it was shooting video for a demo or designing a print ad, it was usually me and my Mac that made it happen. I’d been doing things this way for so long that I often didn’t even realize I was doing it, but Phil Schiller (who had to approve any samples that were to be shipped with a product) set me straight.
Once I determined the key elements which needed to be covered in the sample project, it was time to create the graphics for the menus and slideshows. I envisioned the tutorial as quite basic, taking a very literal approach to each concept to be taught. I assumed the sample files could be similarly basic. I began by creating the menus in Photoshop, blocking out the key elements. Then I enlisted the aid of a graphic designer on the QuickTime team, who came up with a ’skin’ design for the graphics. I combined the graphics with a few video clips and photos selected from my own work, and assembled all the pieces into a mock-up to show Phil.
Phil took one look at the samples and politely, but firmly, told me that it was simply not Apple caliber. He also disagreed with having sample files which were obviously sample files. He felt it should look like a real project that one of our users might create.
He referred me to the marcomm group to get recommendations for a design firm to assist. They hooked me up with a design firm that had done a lot of work for Apple already, so they understood what Phil expected. I met with them, explained the objectives of the sample project, and gave them my rough drafts. A few weeks and many thousands of dollars later, we had a beautiful set of materials for the tutorial that exactly reflected both Apple’s image, and embodied technical concepts that we were trying to teach.
Because of my old bad habits, it simply hadn’t occurred to me to hire an outside designer, but once I did there was no going back. I was, however, stunned at the price…mid-five-figures. That’s something that would take a while for me to get used to.
I was amazed to see that there is still a humorous remnant of this tutorial on the Apple site.
yea the first presentation was uh, well OK
Adam – I know; I look at it now and I can’t believe I would have presented it. Shit happens, I guess. Mike
What sort of budget did Apple give you for the whole of an application like DVD Studio Pro or iDVD?
Great article by the way. Thanks
Pierce – that’s hard to say because it was spread out between different departments (engineering, sales, product marketing, advertising, events, training, and so on.) and often blended with other related projects. But it was millions.
Interesting that Apple would outsource it’s design. I was under the impression they had a specific design group within Apple (or does this do something else?)
But I applaud such an investment in tutorials and sample materials because it really does make a difference.
Robert – They have great in-house design too, but it just depends on the particular tasks. The important thing was to use the best resources for the job, without being restricted by concerns about doing it in-house or not.
It’s nice to see someone highlight mistakes made and in turn the learning process.
That was very interresting for me, because I tend to do everything on my own, too. Need a rough scribble or visualisation of an possible integration of new banners on a content-page? Fire up Photoshop. And wonder why the CEO says: no way after 3 Minutes.
Of course, things in my world happen on a much smaller level than they did in yours, Mike.
I really apprechiate the work you do here on your site.
Wow, I wish we had budgets like that in the Canadian office. haha
Where did the Popeil name come from? Was it a reference to all those late night TV commercials (”the Popeil pocket fisherman” etc)?
Yes, in honor of Ron Popeil. There was another project that had the codename ‘pocket fisherman’.
What does the marcomm group do?
Marcom was responsible for marketing communication. They “owned” the branding for the company, and did a lot of the internal stuff, some of the external design, and managed most of the marketing agencies.
“I was, however, stunned at the price…mid-five-figures. That’s something that would take a while for me to get used to.”
Hey, good design’s not cheap! And it shouldn’t be…