The technology used to create videos and films has changed drastically, especially over the last 20 years, making the possibilities seem limitless. But just because you can doesn’t mean you should.
I want to write a little bit today about one of our other key principles.
I’ve got a shoot coming up where a scene takes place in a hockey arena and you bet I’m going to use a drone for a few shots. Am I going to use it anywhere else during the shoot? Probably not. The project calls for a lot of sweeping, dynamic shots, but the majority of them will be in more confined spaces. I’m including the drone shot to match the rest of the footage, to move with the message and serve the scale.
I’m not including it for the “cool factor” or “because I can”. These things tend to be a waste of precious time. (I’m going to owe you a blog post about how budgeting your time should be a priority.)
Here at Danger Vision we LOVE new technology, new cameras and equipment and could and have spend hours (maybe days) reading specs and watching videos about all the new video products hitting the market. We ogle new, flashy cameras and equipment just like (we assume) everyone else does who works in this biz. BUT like a good, trusted mechanic, we aren’t going to up-sell you on a brand new engine when all you need is an oil change. (OK, maybe I should leave the auto mechanics metaphors to Nick… but you get the point.)
In video terms: we aren’t going to insist we NEED to shoot on a RED camera (and for our customers to pay for that rental) for a social media video. Is it sometimes necessary to choose a more robust camera to achieve certain effects or overcome certain obstacles? Oh heck yes, but as we work through our process those details will arise and be discussed. The choice of camera should not be top of mind at the onset of a project.
As someone who is just as comfortable working as a one-(wo)man-band as leading a big beautiful crew, I know what it takes to be successful in any environment. It’s not a question of whether or not we will get the job done well, it’s more important to me that we have clearly defined the problem our clients are looking to solve and/or their marketing goals, developed a creative and effective story and message and then brought together the right resources to knock it out of the park.
I would also be remiss to not mention how gear or technology can sometimes present limitations. This is again why I emphasize figuring out goals and messages before you move forward. Let me explain: Once you know the story you are trying to tell you can properly identify the means to tell it. The story serves as your compass through the rest of the process and I firmly believe that as long as you have that locked down you can shoot on a cell phone and still create compelling content.
At Danger Vision every project begins with a little research, learning about our clients, their brand, their competitors and their audience. We integrate with the company and take a sincere look at how our work can best serve the company and the message.
xoxo,
DANGER