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Use What You Have and (Still) Produce Great Video to Increase Sales on the Web & Beyond
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Use What You Have and (Still) Produce Great Video to Increase Sales on the Web & Beyond

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New, improved explanations of: middle gray, meaning of exposure, color temperature. Includes tools for iPhone as a video capture device. Video play links added.

New, improved explanations of: middle gray, meaning of exposure, color temperature. Includes tools for iPhone as a video capture device. Video play links added.

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Use What You Have and (Still) Produce Great Video to Increase Sales on the Web & Beyond Use What You Have and (Still) Produce Great Video to Increase Sales on the Web & Beyond Presentation Transcript

  • Use What You Have and (Still) Produce Great Video to Increase Sales on the Web & BeyondTechnology Essentials for Small Business ConferenceBerkeley College, Brooklyn CampusJuly 29, 2011
    Presented by
    Donald Schwartz
    Technology Writer/Photographer
    donald.schwartz@imagelinkproductions.com
    Twitter: Ishkahbibel
    1
  • Convergence Finally
    From Gateway TV to Now
    We are moving away from 320x240 windows on your computer
    Google TV interface on SONY TV – channel selection from internet or cable indistinguishable
    Photo credit: Sony Electronics
    2
  • What Happens When You Magnify a Small Image?(From 320x240 to a 50 inch TV Screen)
    3
  • The Video Camera vs. Your Eyes & Ears
    Eye Features:
    Auto White Balance – doesn't see shadows as blue nor fluorescents as green.
    Auto Exposure – wide contrast range covering highlights and shadows with unrecognizably quick adjustment. (FYI: your camera uses gray scale starting with 18% gray).
    Auto Focus – face recognition built in. Multiple focus points built in.
    4
  • The Video Camera vs. Your Eyes & Ears
    Ear Features:
    • Directional Audio – you know where the sound comes from and your ears’ sound view is very large.
    • Auto Level – hears and adapts quickly to whispers and thunder claps without distortion.
    • Wide Frequency Range – 20-20,000 Hz.
    5
  • Ban All Auto Camera Functions – Who’s More Capable, You or Your Camera?
    When an all-auto camera reacts to changes in light levels, color temperature changes and/or audio changes, everything it does is obvious and distracting.
    Learn to Love Manual Control (Who’s more capable, you or your camera?)
    6
  • Start Small, Turn Off One Auto Function At A Time
    7
  • Focus Attention – Get Audiences to Pay Attention to What You Want Them to See
    Achieved By:
    Lighting – foreground & background separation – create contrast – makes image appear sharper.
    Think principal subject – brighter than other pictorial elements.
    Creates dimensionality by using light and shadow. Shadow defines depth.
    8
  • 9
    Focus Attention – Get Audiences to Pay Attention to What You Want Them to See
    • Technique: Start with 3-point lighting consisting of key (main), fill (fills in detail & lightens shadow), back or separation light.
    Images: Copyright 2006 Jeremy Birn
    3dRender.com
    Used by permission of author
  • Focus Attention – Get Audiences to Pay Attention to What You Want Them to See
    • Technique: Have no lights? Bounce or reflect available light using foam core, show card, or cine foil.
    • Apply angle of incidence. Angle of incidence equals angle of reflectance. Also works for finding unwanted reflections.
    10
    Photo credit: California Sunbounce
  • One Light Setup
    11
  • Focus Attention – Get Audiences to Pay Attention to What You Want Them to See
    DOP – Depth of Field – What’s in focus an what is not? Not available on cameras with small sensors – sorry.
    Image: Donald Schwartz
    12
  • Focus Attention – Get Audiences to Pay Attention to What You Want Them to See
    Compositional Mastery: Part I
    Rule of Thirds – divide your frame into a 9 section grid.
    Image: Donald Schwartz
    13
  • Taking Thirds to the Extreme for Effect
    Compositional Mastery: Part I
    Rule of Thirds – divide your frame into a 9 section grid.
    Image: Donald Schwartz
    14
  • Focus Attention – Get Audiences to Pay Attention to What You Want Them to See
    Compositional Mastery: Part I
    Lens Focal Length – Bringing Your Audience into Your Shot
    Wide Normal (Perspective) Telephoto
    Why not zoom in? Because it changes perspective and draws attention to itself.
    Start wide(r) than normal and walk in to bring your audience with you.
    Drawings: Jennifer Schwartz
    15
  • Focus Attention – Get Audiences to Pay Attention to What You Want Them to See
    Compositional Mastery: Part II
    Solving the 2D Conundrum – Creating 3D
    Using frames within frames, vanishing point and visual triangles.
    Think: what frames do you see every day? Clue: what do you look out of – a window?
    What in this image leads your eye to the horizon?
    Images: Donald Schwartz
    16
  • Focus Attention – Get Audiences to Pay Attention to What You Want Them to See
    Compositional Mastery: Part II
    Solving the 2D Conundrum – Creating 3D
    Vanishing Point
    Triangulation
    • Frame Within Frame
    • Vanishing Point
    • Triangulation
    • Create Scale
    • Use of Color – set design or color balance
    Images: Donald Schwartz
    17
  • Focus Attention – Get Audiences to Pay Attention to What You Want Them to See
    Framing Mastery
    Extreme Close –up
    Medium Close-up
    Full Close-up
    Wide Close-up
    Close Shot
    Medium Close Shot
    Medium Shot
    Medium Full Shot
    Full Shot
    Image courtesy of Steven d. Katz
    Michael Weise Productions in conjunction with Focal Press
    18
  • Focus Attention – Get Audiences to Pay Attention to What You Want Them to See
    Shoot to Edit
    Wide Shot
    Medium Shot
    Triangulation
    Full Shot
    Close Up
    Image courtesy of Steven d. Katz
    Michael Weise Productions in conjunction with Focal Press
    19
  • Camera In Motion
    Why Does The Camera Bounce When I Walk?
    Forget in-camera image stabilization – increases file size.
    Animation courtesy of Darmont - www.idleworm.com
    20
    To play movie click here
  • Camera In Motion
    Why Does The Camera Bounce When I Walk?
    Use a camera stabilization system – it separates your gait from the camera. Example: Merlin
    Merlin Stabilization System
    To play movie click here
    Courtesy: The Tiffin Company
    21
  • Audio Mastery
    22
    Avoid Hollow or Distorted Sound – Pick the right microphone for the job
    The Big Idea: Microphones have different acceptance patterns; each one hears in a specific direction.
    • Shotgun (hyper cardiod) – the outdoor microphone of choice – very directional audio pickup, e.g. Sennheiser 416.
    • Lavaliere – the interview microphone of choice – captures voice resonance with accuracy.
    • Cardiod – most common microphone for interviews – wide heart-shaped acceptance pattern, e.g. Electrolux 635.
    Hyper Cardiod Shotgun
    Cardiod
  • What does the Word Proper Exposure Mean?Why is it Important to You?
    Answer:
    The amount of light required for the camera’s sensor to capture the widest range of bright highlights and dark areas without over or under exposing the image.
    Photo credit: Donald Schwartz
    23
  • Exposure Considerations
    Why Understand Gray Scale or Zone?
    Your video camera is color blind
    Exposure is set in relation to Middle Gray (Zone V) – 18% reflectance
    Zones are a method of quantifying shades
    Determining how a color corresponds to a shade of gray produces more consistent results.
    Photo credit: Donald Schwartz
    24
  • Camera Tools for Getting Proper Exposure
    Zebra Stripes in camera viewfinder
    Metering in camera (if available) – evaluative, center zone, spot
    F-stops on lens (advanced)
    Understanding your camera’s ISO (advanced)
    Pictures courtesy of The DV Show
    25
  • Camera Auto Exposure Set From Middle Gray
    Black Tank Real World View
    Courtesy Tim Cooper Photography (Perfect Exposure for Digital Photography
    26
  • Camera Auto Exposure Set From Middle Gray
    Black Tank Auto Exposure – Middle Gray View
    Courtesy Tim Cooper Photography (Perfect Exposure for Digital Photography
    27
  • Camera Auto Exposure Set From Middle Gray
    White Wall Real World View
    Courtesy Tim Cooper Photography (Perfect Exposure for Digital Photography
    28
  • Camera Auto Exposure Set From Middle Gray
    White Wall Auto Exposure – Middle Gray
    Courtesy Tim Cooper Photography (Perfect Exposure for Digital Photography
    29
  • Avoidable Mistakes
    Color Balance – White Balance
    Video Cameras See Light’s Colors Differently from Our Eyes
    Light color is measured in degrees Kelvin which corresponds to different colors.
    The Basics:
    Daylight is blue
    Tungsten is red/yellow
    Fluorescents are green
    30
  • What Happens When Your Color Balance Doesn’t Match the Color of the Light?
    31
  • The Only Way to be Sure is to Manually Color Balance under a Predominant Light Source
    32
  • A Work Around for Cameras with Only Auto Functions
    Shooting a Subject in Front of a Window
    Work Arounds:
    • Move subject away from window
    • Cover window
    • Add front light
    To play movie click here
    Photo credit: Donald Schwartz
    33
  • Avoidable Mistakes
    Panning
    • If you think it’s too slow, make it slower.
    • Apply pressure before you need to and lessen before you stop.
    • Use a tripod.
    Eye Line
    • Consider viewer’s point of view. If you are above or below it has to be for a reason.
    Avoid Dead Eye
    • Cause it too much top light.
    The 180 Degree Rule
    • You have crossed the line.
    • Quick and dirty solution for interviews: shoot over right shoulder and for reverse, reaction shot over left shoulder.
    Image courtesy of Steven d. Katz
    Michael Weise Productions in conjunction with Focal Press
    34
  • Tools to Turn Your iPhone into a Controllable Video Capture Device
    35
    Adaptor for audio – Courtesy of Sescom
    Filmic PRO – Courtesy of Filmic PRO
    vReveal – Courtesy of vReveal
    Plus portable digital recorder and Plural Eyes by Singular Software
    Wide Angle Lens – Courtesy of Photojojo
    Miniature Shotgun Microphone – Courtesy of Vericorder Technology
  • What Was Next
    Consumer to Prosumer Cameras
    • Allows you to visually see audio and light levels (via Zebra).
    35mm Cameras Capturing Video
    Pros:
    • Enable depth of field with large sensor.
    • Use of great glass lenses.
    • Exceptional ISO/light sensitivity.
    Cons:
    • Limited recording time due to sensor over-heating.
    • Poor sound quality.
    • Requires mounting rig for shoulder or mounting on a tripod.
    36
    Photo courtesy of www.idcphotovideo.com
  • What’s Next Now
    Panasonic AG-AF 100
    4/3 – type MOS Sensor AVCCAM Camcorder
    Pros:
    More cost efficient than using hybrid 35mm camera add-ons
    Use of existing 35mm camera lenses
    Real Depth of Field
    No constraints on video recording time
    No requirement to sync audio
    Use of normal rigging for tripods
    Focus Assist Function – sharpen detail in view finder
    Zebra & Color Bar Displays – Zebra for assessing highlights and/or peak white. Color bars for editing match camera output.
    XLR balanced audio inputs vs. 1/8 inch minis
    Audio monitoring
    Cons:
    No 35mm sensor so have crop factor
    Only Panasonic lenses allow for power zoom, aperture and focus – all other adapted lenses are manual.
    37
    Image courtesy of Panasonic Inc.
  • Resources & Sources
    • Web Video: Making It Great, Getting It Noticed
    By: Jennie Bourne; Dave Burstein
    Publisher: Peachpit Press
    Pub. Date: August 05, 2008
    Print ISBN-10: 0-321-55296-2
     
    • 101 Quick and Easy Secrets to Create Winning Photographs
    By: Matthew Bamberg
    Publisher: Course Technology PTR
    Pub. Date: April 14, 2009
    Print ISBN-10: 1-59863-902-1
     
    • Film Directing - Shot by Shot
    Visualizing from Concept to Screen
    By: Steven d. Katz
    Publisher: Michael Weise Productions & Focal Press
    Publication Date: June 1991
    ISBN #: 0-941188-10-8
     
    Stoppees’ Guide to Photography & Light: What Digital Photographers, Illustrators, and Creative Professionals Must Know
    By: Brian & Janet Stoppee
    Publisher: Focal Press
    Pub. Date: October 22, 2008
    eISBN-10: 0-08-092798-X
     
    Home Recording for Beginners
    By: Geoffrey Francis
    Publisher: Course Technology PTR
    Pub. Date: January 01, 2009
    Print ISBN-10: 1-59863-881-5
     
    Digital Lighting & Rendering, Second Edition
    By: Jeremy Birn
    Publisher: New Riders
    Pub. Date: April 27, 2006
    Print ISBN-10: 0-321-31631-2
    Info on Walk Cycle: http://www.idleworm.com/how 
    Info on Light Reflection Tools: California Sunbounce: http://www.sunbounce.de/
    Info on Camera Motion Control: Tiffin: http://www.tiffen.com/
    38
  • Donald Schwartz
    Imagelink Productions
    11 Sterling Place
    Brooklyn, NY 11217
    donald.schwartz@imagelinkproductions.com
    Twitter: Ishkahbibel
    39