Video Quality vs Storytelling

If there is one thing I’ve noticed about the video production market lately is that there is too much focus on image quality and not enough on story telling. To elaborate, I heard the other day that a client was looking for a video to be done and their first question was “Do you shoot with a RED?” If the answer was no, then the client wrote them off as an investment.

For those that don’t know, RED is a video camera company that makes cinema-quality cameras that start at $20,000. It’s possible that the client needed the 4K resolution, or wanted the higher quality image but, when it comes to producing a video, the client’s main focus should be on storytelling. For example, a sub-$2000 canon DSLR was used to shoot a full episode of the hit medical drama, House, proving that storytelling can trump high quality cameras.

GoPro is another example. GoPro is a company that makes action cameras that are small, sturdy, and incredibly affordable. All of their commercials are shot on the GoPro camera, a camera that starts at $200. Due to effective marketing and clever video editing, they have monopolized the sports camera market.

My point is, whenever you search for someone to do your video production, take a look at their previous work before you try and find out what gear they use. The camera is a tool that allows the production company to be creative, but the quality of the camera does not determine the amount of creativity.

Let me know what you think by dropping a comment below!

Mitch Hallmark
Creative Director
Found Media Group

Posted on November 13, 2013 in Mitch

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