The great camera collision! 2020 UPDATE
Let’s face it, there are about a million inexpensive motion picture cameras out there that can
shoot a pretty picture. Even your phone is not only a viable option these days, but maybe even
a preferred option for some uses. Aside from that, whether it’s RED, ARRI, Sony, Canon,
Panasonic, or even Blackmagic, getting a pleasing, noise-free image is pretty darn easy these
days.
But there’s more to it than that and this is where the “eye” comes in. I once heard someone say,
“paper and a writing instrument have been around for thousands of years, that doesn’t mean
most people can write.” This has never been more true, in fact now that everyone has a smart
phone in hand, there is even more poor video being shot than there ever has been. And, in
some ways, there’s even more incredible content being shot by novices. But for you and your
business, incredible content must be married with consistency and reliability.
The fact is that motion pictures are the sum of all artistic pursuits. And this is true for even a 15
second TikTok video. Movies and videos tie together so many disciplines, none of which can be
boiled down to who has the best technology. Framing, lighting, writing, producing, editing,
composing, coloring, client-handling, rapport, timeliness, attention to detail, professionalism,
creativity… These are all ingredients – among many others – that make up a great video
presentation, and a great customer engagement. And chief amongst these ingredients is
CONCEPT. An original, well-executed concept will supersede almost any technical inadequacy.
It’s easy to get blinded by buzzwords such as 4K, HDR, 3D Animation or Drone Footage, but
what are any of these things without the proper practitioner? This is why it is imperative that you
focus on the people behind the scenes first and foremost. A great camera or expensive lens
package doesn’t mean much if the director of photography is 20 minutes late or the writer “just
doesn’t get it.” Here are a few checklist items to make sure you have selected the right video
production team.
- Do they seem interested in bringing to life the best vision for the product or are they more
interested in their own ideas and payouts? - Are they being flexible in adjusting the costs, technologies, and crew sizes to fit your
budget? - Are they responsive, adaptable and just plain easy to work with? Do they seem like they’ll
still be that way after they get your money? - Do they care about story first and technology second?
- Do they understand that the life of a production is built upon a living, breathing partnership
that might see many twists and turns but will ultimately need to arrive at an excellent final
product?
These are some of the many questions you should ask yourself when looking for the perfect
video production company. Tomorrow may bring 32K video on an iPhone 20S Plus, but a so-so
idea at high resolution isn’t a better idea, it’s probably an even worse one.
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