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Think NLE or Camera maters? Watch this
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[Andrew Kimery] “You can, though that ship has been sailing for a long time now and eventually video production tools will be as common as pencil and paper. With that being said, the tools still matter.”
It really is a somewhat bizarre discussion.
Are we saying that really, in the light of this Bentley promo, Arri and co. should be giving up trying to sell us decent-looking cameras because all that really matters is how well you can “tell a story” and the audience just doesn’t know the difference?
It could well be true but I think I’d need a bit more convincing than I’ve seen so far.
Simon Ubsdell
tokyo-uk.com -
of course tools matter….but this forum has become polarized to the point where if you don’t agree with the author you are branded an idiot or worse……
FCP X is wonderful for the folks who like it – so is Premiere AVID Vegas or imovie….
what gets missed in this endless debate is basic story telling skills that often don’t require razzle dazzel effects ..round tripping to compositors, etc…
I can tell a story on my iphone alone with a built in editor….you can do it with a lot more polish with an ARRI and high end NLE…but good story tellers can do it with both.
Andy Field
FieldVision Productions
N. Bethesda, Maryland 20852 -
I won’t speak to the shooting (I could but I won’t) but there is nothing other than very simplistic picture and sound editorial going on here. RM 440 work.
Tim
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[Simon Ubsdell] “Are we saying that really, in the light of this Bentley promo, Arri and co. should be giving up trying to sell us decent-looking cameras because all that really matters is how well you can “tell a story” and the audience just doesn’t know the difference?”
I don’t think that’s what’s being said. I think it’s just the latest example of cell phone video being ‘good enough’ and, more importantly, it’s a cross promotional ad for Apple and Bentley. Apple gets to show off the quality and ‘professionalism’ of it’s iDevices and Bentley gets to bask in Apple’s halo. Why is that meaningful to Bentley? I’d say because a whole lot of 20/30-something millionaires are getting minted in Silicon Valley these days and I’m sure Bentley wants a piece of that action (as opposed to being seen as just an ‘old fogey’ status symbol).
[Andy Field] “what gets missed in this endless debate is basic story telling skills that often don’t require razzle dazzel effects ..round tripping to compositors, etc…”
I guess I see this forum as being populated by working pros that already know the importance of story so we are free to debate the finer points of the tools of the trade. I mean, we’ve had endless debates about in/out points and you just don’t get into that granular of a discussion without a lot of time spent in the editing chair.
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[Andrew Kimery] “I think it’s just the latest example of cell phone video being ‘good enough’ and, more importantly, it’s a cross promotional ad for Apple and Bentley. Apple gets to show off the quality and ‘professionalism’ of it’s iDevices and Bentley gets to bask in Apple’s halo. Why is that meaningful to Bentley? I’d say because a whole lot of 20/30-something millionaires are getting minted in Silicon Valley these days and I’m sure Bentley wants a piece of that action (as opposed to being seen as just an ‘old fogey’ status symbol).”
Yes, on balance, I think you’re right and that’s a fair assessment of what they were collectively trying to achieve.
It doesn’t change the fact that creatively this is poor piece of execution, and from a marketing point of view I suspect Bentley were sold a pig in a poke.
I’d also question whether the audience out there is sufficiently video-illiterate to think that this kind of image quality is “:good enough”. After all, manufacturers are hoping to be able to sell them 4K devices hand over fist. How’s that going to work if they can’t actually make a judgement call at this level? The “hip youngsters” I know are extremely critical of poor image quality and know a lot about what to look for …
Simon Ubsdell
tokyo-uk.com -
I think it really is directed at consumers not film pro’s. its showing the audience that with a small budget you can achieve close to professional level quality. In this case if you could own a Bentley you should be able to afford one of those rigs:-)
And for the internet this clip is pretty good. And its good enough for TV as well, even with its flaws. Most consumers are not really going to notice a difference.
I actually like the style it has, especially knowing its from an iphone.
“Always look on the bright side of life” – Monty Python
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watch any network news cast…and see how “good enough” has devolved…skype interviews..shaky-cam cell phone footage..all now acceptable on programs that used to thumb their nose at anything that wasn’t “Broadcast Quality”
Andy Field
FieldVision Productions
N. Bethesda, Maryland 20852 -
[Simon Ubsdell] “It doesn’t change the fact that creatively this is poor piece of execution, and from a marketing point of view I suspect Bentley were sold a pig in a poke.”
From a marketing point of view I think it’s done a good job. How many people would be talking about a new Bentley commercial shot on Alexa and edited on Avid? I think Bentley wanted to be noticed by the tech community and they certainly have by partnering with Apple in this way.
[Andy Field] “watch any network news cast…and see how “good enough” has devolved…skype interviews..shaky-cam cell phone footage..all now acceptable on programs that used to thumb their nose at anything that wasn’t “Broadcast Quality””
Newscasts have always taken a variety of quality of footage of actual events (grainy security camera footage of robberies, homes videos of tornadoes, the Zapruder film, etc.,) but for things they can control (like in studio) they aren’t going to be switching over to webcams or iPhones any time soon. With that being said, due to drastic budget cuts many news stations (especially in smaller markets) are sending out reporters by themselves with inexpensive cameras and tripods instead of dedicated camera people because a poor presence is better than no presence at all.
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[Andrew Kimery] “From a marketing point of view I think it’s done a good job. How many people would be talking about a new Bentley commercial shot on Alexa and edited on Avid? I think Bentley wanted to be noticed by the tech community and they certainly have by partnering with Apple in this way.”
I wonder whether the Bentley-buying community is as exercised about this piece as the two or three of us wittering on about it here. Somehow I doubt it.
As a piece of communication it’s a bit of a damp squib.
Lance mentioned that it put him in mind of the French New Wave and I think he’s right on the money with that.
For me it inevitably recalled the films of Alain Resnais: an eternity seemed to pass and nothing of the slightest interest or consequence seemed to be being conveyed.
Or maybe it’s actually some Dadaist spoof and I’ve missed the point entirely.
According to the only online article I could spot about this venture: “These sorts of partnerships aimed at showing off the quality of Apple design and camera performance have been done before. Burberry also used the iPhone 5S to shoot a fashion show shortly after the new iPhone was introduced last year.”
So it doesn’t even have the virtue of novelty.
Simon Ubsdell
tokyo-uk.com -
[Simon Ubsdell] “So it doesn’t even have the virtue of novelty.”
I was thinking the same thing which is what inspired my comment about “28 Days Later” being shot in SD. Budget friendly good enough has been with us a while now. Not to mention the 1.24.14 / 30th anniversary commercial that tread these exact same waters earlier this year.
https://www.apple.com/30-years/1-24-14-film/
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