Just what I thought. It's shock-resistance that's most important.
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Showing the attributes of your product is not a bad idea and the Phase back is tough so they want to somehow get this across.
The problem isn't the concept, the problem is the sophistication of the marketing.
Shooting any moving image piece that carries a message and holds a level of quality takes a lot of planning and production and a great script.
Where most of the camera companies, actually most companies in general confuse their message is when they forget the humanity of who they are selling to.
You would assume Phase's customer base is professional photogaphers and the resulting marketing piece should be on a professional level.
Anyway with moving imagery it's always the script and the execution.
This is a medium budget clip from an editorial house I work with. I didn't shoot it, though I find it completely amazing in it's ability to connect on a human level.
To make this type of vehicle takes talent, a thoughtful hand and a level of respect for the subjects and the viewer.
It also takes a compelling story.
[a href=\"http://ishotit.com/SixMan4.mov]http://ishotit.com/SixMan4.mov[/url]
JR