gw,
The solution is to have two complete setups,
one for vertical, and another for horizontal.
that's what I do with the canons. one has a 4:3 black mask for vertical, one is traditional 2:3 for horizontal and we have the main lenses duplicated.
it's a lot faster than stopping and rotating anything, an assistant just hands me a camera, ready to go and two mark 3's and lenses are less than any medium format solution with back up.
the vertical camera gets less use since 75% of everything I'm commissioned to shoot is horizontal anyway.
I think medium format is fine if you have a lot of time and a lot of studio light, but I'd love to see
one of these tests that everyone keeps showing from a real paying high pressured advertising project.
we are in the new economy of advertising and clients are all talking realism, beautiful imaging, interactivity and they want it all and they want it fast.
I would love to see any of the new cameras with window light, hmi's, on ferry's, or cars in the middle of times square with 6,000 onlookers in the way, 12 clients and a huge chunk of money on the line, or shooting fast where you have a crew of 20 you have to move across a major metro city to three locations in one day.
or even editorial where the "stars" catering cost more than the lighting and your given 9 minutes to get the shot.
I would also like to know how quickly you can get a replacement for any of these cameras everyplace in the world.
I blew out a sensor in one of my mark III's in asia this week. probably got water in it or took a hit I don't know, but canon fixed it in 6 hours.
if your shooting locked down in the studio for a
real beauty campaign then medium format is fine, but on location, where there are a dozen clients and two art directors they want their shot, they want it beautiful and they want it now. they are going back to rooms full of dozens of committees and whatiffers, and they have no room for excuses and in those meetings pixel count doesn't mean near as much as getting that one compelling shot they all had burned into their brain months before the project begins.
horses for courses. I hear that all the time, but get real it's not about the camera it's about getting the shot and being secure in getting the shot and having backups.
it's also not about the costs of the cameras. give us a $40,000 camera that does everything and does it without silly workarounds like taking a finder off and flipping a black mask and a lot of us will spend the money, but if your a professional photographer at any pay grade you are now living in a no excuses world.
medium format seems to be fine as long as the world is sunny and bright but be clear, nobody spends a lot of money on photography and gives you a sunny and bright world. they may want the photograph to look sunny and bright but they want it regardless of the conditions.
in today's economy the expectations are beyond huge and the shoot briefs are almost impossible but nobody that hires you cares if the shot list is impossible. they want it, or they go to the next guy.
I am amazed that two years after introduction sinar is finally releasing the 90 degree finder or phase has finally bounced out a pro version of 4.5., with issues. medium format can and will do business anyway they want, but looking at the software issues, the time for delivery, price structures that would confuse a harvard mba, I don't get it and would never rest my reputation on some of these new cameras and software. not without them being on the market for a long time.
I can't imagine what would have happened if I had shoot tethered to 4.5 and then had to tell a client , oops, gotta go back to los angeles because the software trashed the files, or if I needed a 35mm wide angle and it just didn't exist for my camera. what do you tell a client, sorry but I'm waiting for the lens to show up, maybe in a year or two?
this forum is good but has more digital maker/digital dealer/photographer relationships than a soap opera and until I see something that was done where the only agenda is to get the shot beautifully and get paid by an advertising or editorial client, then all of it is just nice samples of eyelash detail.