It seems everyday the cost of video cameras is dropping and the quality is getting better. But not all video cameras are the same and like there are several standards of HD.
One of the key differences between professional and consumer video cameras is the ability to uses different types of lenses.T This ability allows the director of photography to leverage their knowledge and creativity to create a stunning video. I am not knocking the new breed of palm size cameras they are excellent for certain types of video shoots.
Last year, I was introduced to a type of lens called the Letus. The Letus is attached directly to the camera and then a fixed lens is attached to the Letus. Basically, is gives us the ability to focus on two different planes and create an effect similar to opening up the aperture all the way. The technology behind it is less important than the results.
We used it on a video project for Homeless Not Toothless and the results were nothing short of stunning and we recently used it on a product launch video for a new medical device called Levia. And we just finished shooting a new corporate marketing video for a mid-size accounting firm.
It does not add too much to the cost of production, but it does communicate a richness usually reserved for film. Keep in mind you will need something interesting in the background and usually we’ll need to use a few more lights than usual. But the little extra considerations are well worth the amazing results you’ll get!