Nick,
The photographer was Giuliano Bekor.
Dave,
Though the video as you suggest might be done in jest, Guiliano Bekor is not free of Phase connections as he did one of the Phase 1 campaigns for their new branding promotion.
http://www.phaseone.com/upload/bekor_002.jpgRegardless, it would be nice to see medium format companies, in jest or not, spend more time building up the professional digital formats* (I don't know if you can call the digital backs medium format anymore) rather than just beating on each other.
Each company has their pluses and minuses and they are all documented here daily.
It also would be nice if Phase one had direct manufacturer representation on these forums, as up to now they have left it to the dealers to answer the hard questions.
As was mentioned it's interesting that nearly every video I've seen of a photographer shooting with a medium format camera it is usually a Phase back on a Hasselblad body. That should tell both companies something about the professional market and it should illustrate that someone is sending a mixed message when it comes to branding.
If I was any medium format company I would take a look at MAC and how they brand. Annie may be shooting a profoto poster with a Nikon, but at least MAC had the smarts to hand her an AFI and have her shoot a few frames and it wasn't just a Leaf back on a Hasselblad body, it was the whole leaf package.
Now to cut Blad a little slack on branding, I must admit their Victor Magazine is a very impressive sales piece. It almost makes me want to buy a Hasselblad.
All the best,
BC
*The Term "Professional Digital Format" is originated and under registration by Big Cooter Industries, Cooter, Mo. All Rights Reserved.
