"Twice as Lifelike as Real Life!"

That was the sign outside the Victorian Photographer’s Parlour.  At that time people were only exposed to hand-created images of themselves.  So when photography exploded onto the social scene in the 1850’s, actual images of people were perceived as something magical.  There were very few “creative” photographers around. It was all about the process. The tech. So images were very plainly posed, and unimaginatively lit.  It was simply astonishing  to punters that it was an actual, clear (ish) picture of YOU.

Fast forward 162 years. Red announces the 6k sensor upgrade to the EPIC camera. Yeah baby - Twice as lifelike as real life. In fact, better quality that the human eye can perceive under most circumstances. 

Of course nowadays we have sophisticated and creative cinematographers, so this will get used to further mankind, right?

Well, let me explain how our industry works.  The people come from (broadly) two camps:

There are filmmakers and there are “videographers”.  This is because some people grew up with art, and some people grew up with technology.  This is fine, until you place a civilian (often clients) in the position of having to BUY these services.  “Production” type services.  Our business is all about image (or even “the image”) so it’s really hard to tell what you’re buying. 

This is the reason corporate video is often so dull and unimaginative. Companies understand technology. Let me elucidate:

Technology Cameras Graphics Effects Software = Measurable Familiar Logical Understandable Predictable

Art Directing Writing Performing Feeling = Vague Scary Opinionated Misunderstood Unpredictable

Companies are drawn to the left-hand column, and shy away from the right-hand one. Yet – that is where the real communication takes place. The award-winners, the ground-breakers and the artisans all live here.

Desktop Publishing didn’t make everyone a designer, just as the new 6k sensor will not improve anyone’s storytelling ability. Honestly? With the world as it is at the moment, who the hell wants real life.

Even when it’s twice as real.