Two weeks ago, a client asked me to shoot some nice photos of her employees. I told her that this would be a job for a photographer with his own studio and proper flash lights, things that I don´t have as I´m not a photographer at all. To be honest, I actually told her so because I really didn´t like the idea of driving 400 kilometers just to take portrait pictures of employees. But her answer was, well, shaking up. She told me that she wasn´t interested in high-polished, perfectly lit ultra high resolution photos, but rather something special and charming. I know she´s got the money and access to professional photographers, but she explicidly wanted me, because she appreciates my ideas. So I bought a "green screen" (actually a green carpet) from IKEA, grabbed some LED lights and my GH3 and took these pictures downstairs her company building. The end of the story: She and her employees couldn´t have been more happy, because the pictures looked exactly what they were hoping for. They are not perfectly lit, they are not perfectly sharp, but they have a special look and feel and thus represent the spirit of that specific company. Mission accomplished.
This was an example, that can apply to all of my creative work. As long as I´m a self-employed and creative person providing a service, my clients pay for the whole package, including my own nature. They don´t pay solely for resolution or pro-looking equipment.
Even in the future, some people will be able to sell precious 720p suff, while some highly graded, moiré-free 4K work of others won´t be worh a penny to anybody. Like I said, it´s the whole package and your knowledge of how and whom to sell it, it´s not your camera´s codec alone.
Anyway, I will be pleased with all these 4K test videos on youtube and vimeo. Thousands of self-appointed filmmakers will show us thousands of arty video shots of flowers, dogs, cats, grain fields, dancing people and cars. Everything accompanied by gentle music from Ludovico Einaudi. Description: Testing my new GH4/Canon C50/Sony FS4K/Blackmagic Production Camera with lens XYZ...
Testing, testing, testing, testing, testing, testing, comparing, testing, testing.... Oh look, there´s 8K on the horizon. This time it won´t allow us to make any excuses because of bad equipment. Finally we can tell our stories. With 8K we can. Finally.
But seriously, while all these predictable and influencable "I can´t because of bad equipment"-guys kept on excusing, complaining and distracting from their own incapability, my good old GH2 turned out to be a cash cow. The only thing my clients complaint about was the form factor of my GH2. The couldn´t imagine, how this tiny box would be capable of producing such a nice image. But it did. I`m self-employed since 2010 and I started with nothing but a GH2, some Canon FD lenses, an old Macbook Pro and ingenuity. As of this writing, I haven´t lost one single client, despite rolling shutter.
Today, it´s not the money anymore that keeps me from buying a RED or a Canon C whatever, it´s the experience that you can do so many things with the tools that you already have. Most of the time, it´s your lack of skills and imagination that seperates you and your clients from being satisfied.
The easiest thing to do is putting the blame on anything and anyone but yourself.