One of the challenges that comes with the democratization of camera technology is that anyone who can afford a video camera or smart phone can consider themselves filmmakers. “Do it yourself” starts to feel like an obligation because it seems so achievable. 

Running around swinging a camera, pointing-it here, there, and everywhere without the benefit of intentional lighting is a disease of the digital age.  

Just because one can record an image does not automatically make it good. What is good? Good is an image in service of a relevant story. Good is an image crafted to evoke the appropriate intention and mood of the scene. Good is a frame, designed to create the visual tension necessary to hold the gaze of the audience, to keep them in the story. 

Modern cameras and lenses have incredible capability to capture images in low light, some can practically see in the dark, but this does not forgive the need to understand how to light a scene. It is not simply about achieving exposure. 

Even without a proper light kit, the ability to utilize sunlight and practical sources in conjunction with modern camera technology will deliver impressive results. It just takes some knowledge of the principles and the forethought to put them to work.  

Great production is made with great preparation. 

There are countless on-line tutorials, so there are few excuses other than time and the will to do better. For many businesses who do not prioritize their content, the task often falls to younger staff that do not automatically show up with the full range of required skills. Taking this on internally seems efficient but it is anything but. 

The perceived need to keep up a steady stream of content takes precedent over quality. This is a significant misjudgment. The damage inflicted on a brand that churns out subpar content is like repeated exposure to radiation, you may not feel the effects right away, but eventually, it is going to kill you. 

The opportunity cost is real and often realized too late.  

Investing in quality content is not money wasted, it is an investment in the future of your business. Make your work stand out by making it better. Do not let it stand out because of its shoddy workmanship.