Lights? Camera? Software?

With NAB right around the corner, spectators will be inundated with a plethora of new and advanced technology to help enhance your production. But which technology is the best? Which camera should I use? Do I have the best lights? Am I using the best editing software? The answer is, you’re probably not. 

 With video production technology changing almost weekly, your new cutting edge camera that shoots 4K and 1000fps will probably be obsolete next week. At least this is what they want you to believe. The truth is, what you currently have is probably good enough. As long as you aren’t shooting on VHS or have a microphone duct taped to the end of a hockey stick, you are probably more than capable of your clients production needs.  

 I have been shooting and editing for about 10 years. In that time, I’ve seen technology change drastically. I remember when going from a DV tape to solid-state storage was a big concern for a lot of filmmakers. Do I trust this? Is it going to keep all my footage safe? Those were the concerns back then. As we see now, solid-state recording has become the norm. A lot of cameras now have the option of shooting straight to a hard drive in order to get the highest bit rate.

 I also remember when Final Cut Pro was the answer for low budget filmmaking because of its versatility and affordability. Nowadays it seems everyone is leaning towards the Adobe Creative Cloud. Final Cut Pro is now Final Cut X (FCPX), which is more of a hybrid between Final Cut Pro and iMovie. Though I’m not a fan of FCPX, I know a lot of professionals working with this software.

 The truth is that technology is always changing and it’s always going to change. Companies want to be the first to market with their new and innovative technologies while the rest of us production folk are constantly trying to catch up. 

 Ultimately, it still comes down to your talent and story telling. Whether you are producing a commercial for public access or a major network, creativity and storytelling are still at the forefront of video production. 

 I remember when you had to have large budgets and known actors in order to produce something marketable. Now, with the affordability of cameras and editing software, you are able to pretty much shoot and edit almost anything. This year Tangerine, a feature length film that was shot entirely on an iPhone, premiered at Sundance. Entire commercials are now being shot on GoPros. 

Tangerine, Magnolia Pictures

GoPro Red Bull Stratos Super Bowl Commercial (2014)

 So while companies keep coming out with the “latest and greatest,” you should be asking yourself, “what is the best I can do, with what I have?”


By Daniel Herzog