I even saw in the still high-end a "sad" situation. One of the most famous ww commercial photographer doing video for several "couture" brands and the results are really low. In part because there is no good storyboard, but also the lack of level and experience is evident.
I think it's important to remember that as still photographers we first shot with film, letting the client handle the post production. Then we learned photoshop and how to shoot for it.
Well now is the same with motion and I'm not talking about hokey hdr, or as someoe said crushed blacks for no reason.
Just like in still imagery, motion requires a reason, whether it be look, story, movement, copy/dialog or all of the above.
A lot of clients just "want" some video, thinking they can stick something together later. Stick something together, is the right phrase, but as artists, it's up to us to offer an alternative to just moving stills.
As commercial artists we have to shoulder some if not a lot of the responsibility. When a client says "you know just shoot some video", we need to find a reason and a concept to make it work and offer the client more than they anticipated.
At first there will be blowback because usually they have motion production, i.e. commercials planned as different production, but if you can produce a parallel production better than a stand alone commercial or video, the work will come your way.
It does take planning, investment, sourcing out new and different teams to collaborate with, but they are all out there, from writers to actors, to crew . . . wanting to work.
There is nothing new about this as this has always been an industry where the ladder to success is one you build yourself and usually once you climb it, you tear it down and start over again.
In other words, just like in stills where we learned post production and had a few retouchers on speed dial, we have to do the same with writers, storyboard artists, casting directors, colorists and editors.
I think this depends on the type of person you are. You can look at motion in three ways. 1. a chore to complete 2. Something you don't want to be involved it. 3. An opportunity to expand your repertoire and client base.