R|com Creative Blog

The introduction this week of the new NXCAM format is really great news for anyone producing a wide array of professional video product, and notably for documentary producers. The camera combines capabilities found in other manufacturer’s (often more expensive) products and the result is a flexible, high-performance full HD camera. When I started blathering on about how thrilled I was that Sony had taken this step, peers and staff asked the same question over and over again – “Why?”

The initial model (unnamed as of this date) in the NXCAM series does a number of really important things: It records AVCHD full HD 1920×1080 material (in all variations of resolutions) and as such, is easily compatible with other cameras, including as one example, the Canon 7D hybrid still/video camera. It utilizes a relatively new type of glass, and although fixed to the camera, this lens, called a G-Lens, delivers excellent optics, no doubt a result of Sony’s purchase of Minolta. And, the camera is ideal for the wide variety of production requirements a documentary requires.

In our situation, we’re interested in the best tool for a variety of situations. That means we’ll shoot portrait interviews, mount a camera on a moving vehicle, hang from a helicopter, and so on. And, if we’re doing all of these things, it also means we’re shooting a lot of material (hours vs. minutes). If you’re making a film, you’ll work from a shot list, and the shooting ratio may be 3:1. In our documentary work, we’re going to capture reality as it occurs, and then weed out the footage that isn’t essential to telling the story. The result is often 30:1 or higher. That’s right, we may shoot 30 hours of video to get a one hour show. In fact, for a documentary we did in Australia that covered two weeks of a cross-country race, we shot more than 100 hours of video. The final product was a broadcast-ready 44 minutes.

The AVCHD format is ideal for this type of work. And, being able to record to a flash drive that mounts into the camera is fantastic. There’s no box attached to a shoe that gets in the way of moving the camera about. It snaps into place. You can record literally hours of material, and then, using USB connectors, transfer the files directly to your PC or Mac.

There’s more to like as well. The imagers in the camera are native 1920 x 1080. The imagers in other cameras in this class are typically 720p and upscale to 1080p. This is really important and becomes even more so when you discover that the camera will output a full HD 4:2:2 signal via the built-in HD-SDI port while shooting. That type of flexibility allows us to integrate this camera with other, far more expensive cameras.

It’s difficult to capture a strong, clear image if you can’t see what you’re doing. The NXCAM shown off by Sony offers a 1.2 million pixel 16×9 display using backlit LED technology. The Panasonic HMC-150, by comparison (same compression system, similar price, etc.) has a display with approximately 210,000 pixels in a 4×3 display that is letter-boxed. What? To use the Panny (which has great images), you really need to add an external monitor, or you’re going to be disappointed with the results. Sony avoids that extra complication. Add-on monitors are terrific if you’re on a tripod and locked off. They don’t work if you’re jumping off a fire engine and following firefighters into a smokey building. Sony resolves that problem with not only the flip-up external monitor, but the built-in viewfinder as well. You can learn more by watching the intro video produced by Sony.

So, as we envision some of the production work we’re scheduled to produce this year, the Sony NXCAM fits in really well. We can shoot portrait interviews using prime glass on our Canon 7D. We can match that (remember, same codec) with footage captured “in the field” with the Sony NXCAM. And, we can edit in both PC and Mac NLE solutions without drama. No tape. No fuss. Oh, by the way – there’s more to like as well. Because we shoot on location, as documentary producers, we are careful to log everything we shoot. Now, with the NXCAM, there is GPS data added to the metadata of each file. Whoo hoo! So, the next time we travel 2,000 miles across the Stewart Highway in Australia, we’ll know where each shot was captured. And, if we decide to shoot in a studio, we can lock multiple NXCAMs together, thanks to the new (if proprietary) timecode in and out connectors.

The only bad news is that the camera isn’t available yet. Hey Sony – want some remarkable footage of firefighters saving lives? How about the California coast and wine country? Or, how about some footage of the latest sports cars being testing on windy country roads at speed? If so, get us an NXCAM ASAP. We aren’t asking for a freebie. We’ll own it. Love it. And we’ll tell the world.

If you are a positive person, you might say the U.S. auto industry is reinventing itself right now. With GM and Chrysler both looking to start anew, Ford has been able to stay clear of shrapnel, although it too has suffered substantially as a result of the overall economic situation in the United States, not to mention the rest of the world.

But Ford is truly using the downturn in the economy and the drama with its Detroit cousins to get up and deliver. While quality may have been their long-term mantra, Social Media may now be at the top of their marketing agenda.

Scott Monty is the head of Social Media for Ford. He clearly gets it. On a daily basis, Monty is working to let people know that Ford is not a building, not a car, but a company that is made up of people. Not only does Scott understand Social Media as a marketing tool, he understands the audience. GM and Chrysler both use the typical Social Media mechanisms, including FaceBook and Twitter, but just like their current overall situation, the effectiveness of their use of these tools leaves something to be desired.

According to Trendrr, a Social Media trending firm, in May of 2009, Chrysler had approximately 850 Twitter followers, while GM blew past them with more than 5,000 followers. On the other hand, Monty’s Twitter audience jumped to 20,000 people. That’s not even in the same solar system.

Ford created an effective and useful promotion using YouTube to market the introduction of the new Ford Fiesta. By creating a series of contests, Ford drew thousands of submissions, created a steady stream of Twitter “tweets,” and got substantial blog and news coverage. The bottom line: Ford reached a broad audience, interacted with them, and saved literally millions of dollars in advertising.

We like to collaborate with our clients to ensure they understand both the commitment that is required when diving into the Social Media pool, and the rewards for a job well done. It isn’t a mysterious endeavor, but it does require care, focus, and a strong understanding of whom the customer is, what they expect to see, hear, and read – and how to share things that will generate a response.

If you’re interested in how Social Media can work for you, please give us a shout. We’d love to hear from you.

Alternative energy is becoming more of an issue in light of the overall over-the-cliff effect of the U.S. automobile industry. Some universities are working to create concepts related to solar power for a variety of things. While the technology in these cars will not likely replace engines in automobiles, they may take on a supporting role.

This production was created for up to six cameras, four en route, all in HD. Separate teams under the production direction of David Barrett worked to find the lead stories each day, during a 10-day across the US and Canada race. The project was edited using Final Cut Pro, under the supervision of Cameron Barrett. The animation was produced using AfterEffects, and the final project was mastered to HD-CAM for distribution on network and cable television.

This past week was an interesting one for our video team. We covered the press days of the Los Angeles International Auto Show. For anyone paying attention, the word “automobile” has shrunk from ten letters to a four-letter word. GM execs showed up on Capital Hill with a Tin cup and the napkins from their private jets used to transport them to D.C. No movie script would conceive of such PR stupidity.

Ah, Houston... we have a problem...

So, what about LaLa land? Was the auto industry going to cave in this most auto-driven part of the country? Or, would greed and personal need win over and a huge wave of interest prevail? It was interesting, as I said – and the answer included a bit of “yes and no” to the posed questions herein. The mood was somber overall. But, many manufacturers were not down in the dumps – they were working diligently to develop sales and marketing strategies around strong products. Subaru, Audi, VW, BMW, Mini, SMART, Honda and Toyota (among others) were all very positive about their new products and were looking forward to the new year. Manufacturers like KIA and Hyundai are making big strides forward, and lux brands like Lexus are solidifying their customer base. The era of the niche vehicle is clearly here.

The VW Jetta Diesel won the “green car of the year” and it was well deserved. VW has really stepped up the quality and competitive nature of their vehicles. MINI showed off the Mini-E, an all electric car that has a 150-mile range and can be recharged in less than two hours. GM showed off the Volt, a hugely expensive foray into green tech that will include a range of 40 miles before switching to fossil fuel consumption again. That’s a joke, right?

Even SMART was on cue – debuting a Brabus SMART 4for2. What a great idea! Last year, you’d get a Mercedes E55 and plonk some Brabus parts on it. This year, dump the Mercedes (unless it’s a BlueTEC model), and instead, hop around the city in your Brabus SMART – all for under $18,000. That’s smart, too.

As with many things, the poison originates at the head of the snake. For the auto industry, the over-consimption, over-production, over-greedy, and just plain fat, stupid mechanism that is the Detroit auto industry has fallen into a heap along with other greed-based markets. It was due to happen and many have called for this collapse for years. The question is, how is the market reacting? And, should the Detroit three be bailed out?

In our market research projects this year, we’ve learned quite a bit about the key generations purchasing vehicles – boomers, Gen X and Gen Y. As the buyers get younger, they get smarter about looking forward, too. I think it’s interesting that boomers totally miss the concept that because they lived their 20s a certain way means that Gen X or Gen Y kids did or do as well. That’s a key issue, no doubt.

What we saw in L.A. this past week suggests that many people are doing one of two things: waiting, or seeking real bargains. There are deep discounts on cars, if you pay cash or have 740+ FICO scores. Even an Audi Q7 can be had for as much as $15,000 off the retail price. That’s huge. Meanwhile, MINI isn’t disconting their cars, even $500 in many instances.

Cadillac continues to innovate, but is unique, even within GM.

What should Detroit do? After watching, reading, and listening, my personal opinion is that they should just go away. That’s pretty harsh, and I certainly have no issue personally with anyone, but it would probably benefit the public and the industry in the long run if GM and Chrysler at least had a long dirt nap.

If, on the other hand, we’re looking at the U.S. economy, then perhaps they should be given a chance, but only if they take radical action. And, as with home sales, just putting a brand up for sale doesn’t mean it will sell. But, they should try.

Chrysler should become Dodge. There’s no public loyalty that I can see with the Chrysler name. Dump the main brand and re-organize around Dodge and Jeep. And study MINI as it relates to positioning Jeep for an appropriate audience. It can be done.

GM should hire a surgeon as CEO. Dump Saturn. It’s a rebranding nightmare. Never mind the “no hassle, no negotiating” style of marketing. Everything is on sale now. Who needs rebranded products these days? Very few people, and they’re mostly boomers or kids of boomers. Let Saturn go boom.

Next, kill GMC. Sell Saab. Who even knows that Saab is owned by GM? In fact, reduce the company to a core of Chevrolet, Cadillac, and Buick. Some might even argue to dump Buick, but I personally think it adds a niche for older buyers who value tradition. And, if positioned properly, it’s an upsell from Chevy.

Perhaps the most important lesson from all of this is that the market will, eventually, take care of itself. Buyers will ultimately rule the day, and that is good for business – as long as you know what business you’re in.

During the Consumer Electronics Show, we had a chance to check out a variety of new promoted technologies on various automobiles. As a component of our work within the automotive space, we often drive new vehicles, work with clinic groups that are discussing emerging or future technologies, and so on. In many cases, we can’t talk about the work we’re involved in.

At first glance, the nav looks to be trick.

At CES, we can talk about anything, so here’s just one example of the hilarity that is the Detroit auto manufacturer. The new Lincoln MKS is supposed to be a leading edge sedan. The company has sunk huge amounts of dead presidents into not only the development of the car, but the launch and related marketing programs designed to sell it.

Check out the image of the navigation system in this car. It is visually very nice – clear, crisp text and icons make reading this while driving a pleasure. As you motor down the road, you can program the system to have gas stations, restaurants, and other attractions pop up on the screen, so you won’t miss a thing. Magic.

Oops! But wait. In its’ wisdom, Ford decided to not include BLUETOOTH in this Navigation system. You can’t get it. Oh, wait, you can – in late 2008. Hilarious!

If anyone ever wondered why American automobile manufacturers were ready for the scrap heap, this is one of those reasons. Lexus, Mercedes, and even Honda have these guys whipped into a squishy rag of humiliation when it comes to understanding what their customers want. Even worse, as we were next to the car, I heard no fewer than six people say, “what? no V-8? In a Lincoln this big?” Obviously, the Detroit boys will have their work cut out for them. Watch for the MKS to be on sale at 35% off the retail price next Christmas.