Use What You Have and (Still) Produce Great Video to Increase Sales on the Web & Beyond

2-Hour Version with New Color Balance Section

B & H Event SpaceThursday, September 27, 2012

4 PM – 6 PMNew York City

Presented byDonald Schwartz

Technology Writer/Photographerdonald.schwartz@imagelinkproductions.com

Twitter: Ishkahbibel

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The Road Ahead

• The Big Difference Between Your Eyes & Ears and a Camera

• What Tools You Need To Focus Attention – Seeing The Light

• Why The Right Exposure & Correct Color Balance Is So Important

• How To Become A Master At Composing What Goes Within The Frame

• The Pitfalls Of Bad Sound

2Image: Jennifer Schwartz

The Video/Still Camera vs. Your Eye

Eye Features Camera Features

Auto White Balance – doesn’t see shadows as blue or fluorescent lights as green

Auto white balance included but not accurate – confused by direction (where) of light and mixed lighting sources. Can’t identify primary light source without help.

Auto Exposure – wide contrast range covering highlights and shadows with quick adjustment.

Auto exposure included but confused by high contrast. Doesn’t know its own limitations. Makes choices based on brightest areas.

Auto Focus – face recognition built in. Multiple focus points built in. (Your choice)

Face recognition easily confused. Camera operator must direct focus to the correct subject. Limited focus distance.

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When The Camera Controls Exposure

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Success Formula: Learn To Love Manual Control (Who’s More Capable, You Or Your Camera?)

• When an all-auto camera reacts to changes in light levels, light sources, wide audio swings, everything it does is obvious and distracting.

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Start Small, Turn Off One Auto Function At A Time

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Focus Attention – Get Audiences To Pay Attention To What You Want Them To See

Achieved By:• Lighting – foreground & background separation – create contrast – makes

image appear sharper.

• Think principal subject – brighter than other pictorial elements.

• Create dimensionality by using light and shadow. Shadow defines depth.

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• Technique: Start with 3-point lighting consisting of key (main), fill (fills in detail & lightens shadow), back or separation light.

Images: Copyright 2006 Jeremy Birn3dRender.com

Used by permission of author

Focus Attention – Get Audiences To Pay Attention To What You Want Them To See

Focus Attention – Get Audiences To Pay Attention To What You Want Them To See

• Technique: Have no lights? Bounce or reflect available light using foam core, show card, or cine foil.

• Apply angle of incidence. Angle of incidence equals angle of reflectance. Also works for finding unwanted reflections.

9Photo credit: California Sunbounce

Everything You Wanted To Know About LightLighting Characteristics

• Color• Hard or Soft• Sun is a hard light, a direct light - well defined shadows• Bounced lights are soft - less shadows and good wrap• The bigger the light source, the softer the light• Distance & Light

1. If you move light close to your subject light will fall off very rapidly; further away will fall off more slowly. When you pull back you can actually light more space.

2. Inverse Square Law - means of calculating fall off

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Everything You Wanted To Know About LightShadows

• Can Define Subjects (add 3rd dimension)• Create Pattern• Can Also Distract• Video or Photography Distractions:

– Two cross shadow under chin – Moving shadow against wall

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Everything You Wanted To Know About LightShadows

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Define Subject Create Pattern Distraction

Images: Donald SchwartzModels L- R: Sally & Lady Camelia

Everything You Wanted To Know About LightColor Balance – White Balance

• A Video Camera sees light differently from your eyes.• Light color is measured in degrees Kelvin which corresponds to

different colors.

• The Basics: – Daylight is blue– Tungsten is red/yellow– Fluorescents are green

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Color Balance – White Balance

I Win

Everything You Wanted To Know About LightThe Effect Of Incorrect Color Balance

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Everything You Wanted To Know About LightTools For Obtaining The Correct Color Balance

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Photo credit: Donald SchwartzModels: Lynette Scire & Steve Ferrari

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Photo credit: Donald Schwartz

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Photo credit: Donald Schwartz

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Photo credit: Donald Schwartz

Everything You Wanted To Know About LightDifferent Color Balance Settings Under Daylight

• Lighting Conditions: Daylight – Late Afternoon• Lighting Conditions: Daylight – Open Shade• Starting Point: White Balance with Gray Card

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Daylight Late Afternoon

Photo credit: Donald Schwartz

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Daylight Late Afternoon

Photo credit: Donald Schwartz

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Daylight Late Afternoon

Photo credit: Donald Schwartz

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Daylight Late Afternoon

Photo credit: Donald Schwartz

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Daylight Open Shade

Photo credit: Donald Schwartz

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Daylight Open Shade

Photo credit: Donald Schwartz

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Daylight Open Shade – Flash with Orange Filter (Tungsten Equivalent)

Photo credit: Donald Schwartz

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Daylight Open Shade

Photo credit: Donald Schwartz

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Daylight Open Shade

Photo credit: Donald Schwartz

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Daylight Open Shade

Photo credit: Donald Schwartz

Everything You Wanted To Know About Light Your Video Camera’s Color Balancing Tools

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Image Courtesy: Canon

Everything You Wanted To Know About Light The Sure Thing For Color Balance – Custom (Manual)

Color Balance To Predominant Source

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Use White Card, Gray Card or Custom Globe

Everything You Wanted To Know About LightGels – Changing The Color Of A Light Source

• CTO – Roscosun 3407 – converts Daylight (source) to Tungsten• CTB – Full Blue 3202 – converts Tungsten (source) to Daylight• Tough Plus Green 3304 – adds green to Daylight (source)• Tough Minus Green 3308 – converts Fluorescent to Sunlight• Rosco 241 – converts Tungsten source to Fluorescent

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Exposure What Does It Mean To You?Why is It Important to You?

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Answer:

The amount of light required for the camera’s sensor to capture the widest range of bright highlights and dark areas without over or under exposing the image.

Exposure How Your Camera Interprets A Scene

• Your video camera is color blind.• Exposure is set in relation to Middle Gray

(Zone V) – 18% reflectance.• Zones are a method of quantifying shades.• Determining how a color corresponds to a

shade of gray produces more consistent results.

Photo credit: Donald Schwartz 35

Why Understand Gray Scale or Zone?

Exposure

Courtesy Tim Cooper Photography (Perfect Exposure for Digital Photography) 36

Black Tank Real World View

Exposure

Courtesy Tim Cooper Photography (Perfect Exposure for Digital Photography) 37

Black Tank Auto Exposure – Middle Gray View

Exposure

Courtesy Tim Cooper Photography (Perfect Exposure for Digital Photography) 38

White Wall Real World View

Exposure

Courtesy Tim Cooper Photography (Perfect Exposure for Digital Photography) 39

White Wall Auto Exposure – Middle Gray

ExposureWhen It Comes To Exposure, Your Camera Stills

Sees In Black & White

Images: Donald Schwartz 40

Light Absorption and Reflection

Exposure Know Your Skin Tones

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Image: iStock

Exposure Know Your Skin Tones Related to Middle Gray

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+ 1- 118% Gray (average reflectance)

Image: iStock

ExposureSetting Exposure Using In-Camera Controls

• Zebra Stripes - skin tones and peak white (images: 70 IRE & 100 IRE)

• Waveform Monitor - range from black to peak white (image)

• Gray Card - mid-tones

IRE Pictures courtesy of The DV ShowWFM courtesy: CyberCollege® and

InternetCampus®

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Gray Card – Cowboy Studio

Waveform Monitor

ExposureBy The Numbers (Advanced)

• ISO – Chip sensitivity to light frequently called “speed”• F-stops refer to the size of the lens opening called “aperture”• Shutter Speed – how fast the shutter letting in the light opens

and closes exposing the chip• Video cameras do not have a mechanical shutter. When

referring to speed, we mean how fast the video camera samples information from a chip. If you select 60th of a second - (standard) shutter speed - this means sampling all the information in a 60th of a second. Source: www.videojug.com

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ExposureVideo Camera Exposure By The Numbers

Image Courtesy of Canon 45

ExposureA Work Around for Auto Exposure

Photo credit: Donald Schwartz

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Shooting a Subject in Front of a Window

Work Around:

• Move subject away from window• Cover window• Add front light

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Focus Audience Attention

• DOP – Depth of Field – What’s in focus and what is not.

• The distance between the nearest and farthest objects that appear in acceptably sharp focus - a function of lens aperture, ISO, shutter speed.

• Not available on cameras with small sensors – but...

Image: Donald Schwartz 47

Focus Audience Attention

Image: Donald Schwartz 48

DOP – Depth of Field – Isolates, Separates, Calls Attention To

Focus Audience Attention

Rule of Thirds – divide your frame into a 9 section grid.

Compositional Mastery: Part IOr the face doesn’t have to be in the middle of the frame

Image: Donald Schwartz 49

Focus Audience Attention

Wide – 24mm Normal – 50mm Telephoto – 105mm (Compression)

• When you change perspective you change the relationship between the background and the foreground

Drawings: Jennifer Schwartz

Compositional Mastery: Part IChanging A Lens Focal Length Alters Perspective

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Focus Audience Attention

Tactics

• Why not zoom in? Because it changes perspective and draws attention to itself.

• Start wider than normal and walk in to bring your audience with you.

Compositional Mastery: Part I

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Focus Audience Attention

Compositional Mastery: Part ILong Lens Compression

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Appears Actual Distance

85 mm - lens125 sec – shutter speed125 ISO

Images: Donald Schwartz

Focus Audience Attention

Compositional Mastery: Part IWide Angle Lens – Expands Distance

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Images: Donald Schwartz

24 mm lens125 ISO

Focus Audience Attention

Compositional Mastery: Part IEye Line & Camera Angle

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Down Angle

UpAngle

Focus Audience Attention

Compositional Mastery: Part IISolving the 2D Conundrum – Creating 3D

Images: Donald Schwartz

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• Using frames within frames, vanishing point and visual triangles.• Think: what frames do you see every day? Clue: what do you look out of – a window?• What in this image leads your eye to the horizon?

Focus Audience Attention

Compositional Mastery: Part IISolving the 2D Conundrum – Creating 3D

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Vanishing Point

Triangulation

Images: Donald Schwartz

• Frame within frame• Create scale• Use of color – set design or color balance

• Vanishing Point• Triangulation

Audio MasteryMicrophones vs. Ears

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Ear Features Microphone Features

Wide dynamic range from a whisper to a thunder clap.

Limited to microphone specifications and audio amplification.

Seamless level adjustment. Requires monitoring to avoid distortion on the high (loud) end and noise on the low (quiet) end.

Directional sound awareness. Depends on each microphone’s acceptance pattern. Each microphone’s coverage area varies.

Audio Mastery

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Microphones – Two Basic Types

Omni Directional: pickup sound from every direction equally Better at resisting wind noise or mechanical handlingLess susceptible to popping “p,” “b” or “t”

Directional Microphones: Sounds best from the front. Tends to reject sound that comes from other directions

• Directional Types: cardioid, subcardioid, hypercardioid, bi-directional

Audio Mastery

• Suppress unwanted noise• Reduce effects of reverberation• Increase gain before distortion – crank up the good sound

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Collecting Sound Objectives

Audio Mastery

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Visualizing Microphone Pickup PatternsPatterns, called polar patterns, should be taken as the floor plan of a microphone’s response; where the microphone hears the best. Microphone Patterns

AT8004L Audio-Technica Omnidirectional Dynamic Microphone

Audio-Technica AT831 R - Cardioid Condenser Microphone

Audio Technica-AT875 Short Condenser Microphone

Audio Mastery

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Sound Recording – Best Practices

• Recording level should be as close to zero on your meter as possible without increasing background noises.

• Get microphone or camera as close to subject as possible.• Metering: Level should be as close to zero as possible with increased background

noise.

• When setting level have subject speak normally. The subject should not move backwards or forwards during the test.

• Don’t use AGC (auto gain control).• Record at least a minute of ambient sound (called room tone) with no one talking.

Animation courtesy of Darmont - www.idleworm.com

Why Does The Camera Bounce When I Walk?

Camera In Motion

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Camera In Motion

• Use a camera stabilization system – it separates your gait from the camera. Example: Merlin

A Moving Camera

Courtesy: The Tiffin Company

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Merlin Stabilization System

Additional Benefits: A moving camera creates motion where there is none. Enables multiple angles and diverseshot compositions (wide angle to close up) without editing.Allows crossing the line (the 180 degree rule).

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Videographer’s Best Practices

Panning• If you think it’s too slow, make it

slower.• Apply pressure before you need to

and lessen before you stop.• Use a tripod.

Avoid Dead Eye• Cause: too much top light.

The 180 Degree Rule• You have crossed the line.• Quick and dirty solution for

interviews: shoot over right shoulder and for reverse, reaction shot, over left shoulder.

Image courtesy of Steven d. KatzMichael Weise Productions in conjunction with Focal Press 64

Lighting Supplemental

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Everything You Wanted To Know About LightLight Creators

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• The Sun

• LED – Litepanels Hilio

• Fluorescent – Riffa 55 Kit– Want high CRI– Efficient, short throw

• Tungsten – More heat, less light – Lowel D Light & Tota

• HMI - generate light equivalent to sun light color temp

Litepanels Hilio™ Chimera TL LightbankKit w/o Grid Kit

Lowel D Light & Tota

Everything You Wanted To Know About LightLight Controls and Shaping

• Diffusion in front of lighting instrument: softens light and limits intensity. Changes character of light. Suggestions: Rosco Opal Tough Spun 3010, Tough Silk 3011, Tough ½ White Diffusion (also called Lee 216).

• A single lighting instrument with two intensities: Use ½ scrim at one or 2 stop control.

• Lessening light intensity on reflective surfaces: nets with one or two stop control.

• Removing light from where you don't want it to be: flags or black show cards in frames.

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Everything You Wanted To Know About LightLighting Control Tools

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Altman Barn DoorsWestcott Fast Flags & Nets Internal & External Scrims

Altman Fresnel

Note: Nets & Scrims: two light intensities from one instrument

Doors, IK Scrims: Courtesy of Altman, Fast Flags: Courtesy of Westcott

Everything You Wanted To Know About LightLight Rigging Tools – Your Personal Assistant

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Avenger C Stand Kit & Set Technicians Handbook

One Light Setup

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Spill

Direct

Audio Supplemental

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Audio Mastery

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Understand The Language

Dynamic MicrophonesCondenser MicrophonesOmni-directional, DirectionalMicrophone Acceptance & Rejection PatternsPhantom PowerImpedance – Low & High Balanced & Unbalanced MicrophonesSensitivity – measured in db (decibels)Microphone Level & Line LevelFrequency - measured in Hz (Hertz)GainSignal to Noise

Audio Mastery

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The Essentials

Microphone Level - audio that comes directly from a microphone.• Diagnosis: can barely hear it.

Line Level – amplified audio that comes from a mixer, audio system.• Diagnosis: distorted audio or pinned needle.

Phantom Power – • Provides power to use the microphone at the camera input or from a mixer.• Unlike Dynamic, Condenser microphones require a power source. If you don't power

from an external source must boost in line. Will require some kind of battery.

Balanced/Unbalanced Audio Connectors –• Balanced audio connectors are less prone to RF(Radio Frequency), hum and buzz.• Unbalanced audio connectors can be ¼ inch or 3.5 mm and are more prone to RF, hum

and buzz.

XLR ¼ inch 3.5 mm

Audio Mastery

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Work Arounds

Matthews Sound Blankets - Moving BlanketsCourtesy of Matthews

Egg Crates or Shipping Foam

Auralex Styrofoam Wedgies

Beachtek DXA-2J next to Beachtek DXA-5D Courtesy of Beachtek

Comprehensive EXF Mini - Courtesy of Comprehensive

Hosa XVM XLR Female to 3.5mm mini male - Courtesy of Hosa

Improving How You Look To Your Audience

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Talk to The Camera: Three Views of the Teleprompter Courtesy of Second Screen Academy

Teleprompter displaying text

Auralex Styrofoam Wedgies

Teleprompter with cowlingInterior Teleprompter

Tools to Turn Your iPhone into a Controllable Video Capture Device

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vReveal – Courtesy of vReveal

Wide Angle Lens – Courtesy of Photojojo

Adaptor for audio – Courtesy of Sescom

Miniature Shotgun Microphone – Courtesy of Vericorder Technology

Filmic PRO – Courtesy of Filmic PRO

Plus portable digital recorder and Plural Eyes by Singular Software

Camcorder Alternative

Consumer to Prosumer Cameras• Allows you to visually see audio and

light levels (via Zebra).

35mm Cameras Capturing VideoPros: • Enable depth of field with large sensor.• Use of great glass lenses.• Exceptional ISO/light sensitivity.Cons: • Limited recording time due to sensor

over-heating. Improving. • Poor sound quality.• Requires mounting rig for shoulder or

mounting on a tripod.• Rolling shutter effect (going away).

Photo courtesy of www.idcphotovideo.com 77

Picking Up Steam

Image courtesy of Panasonic Inc.

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Panasonic AG-AF 1004/3 – type MOS Sensor AVCCAM Camcorder

Pros:• More cost efficient than using hybrid 35mm camera add-ons• Use of existing 35mm camera lenses = good glass• Real Depth of Field• No constraints on video recording time• No requirement to sync audio• Use of normal rigging for tripods• Focus Assist Function – sharpen detail in view finder• Zebra & Color Bar Displays – Zebra for assessing highlights

and/or peak white. Color bars for editing match camera output.• XLR balanced audio inputs vs. 1/8 inch minis• Audio monitoringCons:• No 35mm sensor so have crop factor• Only Panasonic lenses allow for power zoom, aperture and focus

– all other adapted lenses are manual.

Picking Up Steam

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Sony NEX FS100UK

Pros:• More cost efficient than using hybrid 35mm DSLR camera add-

ons• Exmor Super35 CMOS Sensor• Real Depth of Field• Embedded Timecode

Cons:• All manual control lensing• Control Access & Design• Some difficulty associated with using prime lenses other than

NEX lens

Sony NEX FS100UK

Video Promotion for Small Businesses, Artists, Consultants

• When showing your product, animate it.• With a location, walk in and around as if you were a viewer.• With paintings and photographs, move camera across the painting or photo – think

Ken Burns.• Use lighting to create dimensionality for sculpture or installations.• Create a mood using music, sound effects. For example: bells, foot steps, thunder.• Create a back story and cut back and forth between you talking directly to the

camera and your work.• What can you say about your product or service? If you can show it with footage

and stills, do it.• You can talk about process, materials, specialized tools, why you applied the paint

the way you did.• You can talk about influences, inspiration, why you are passionate about what you

do.

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Resources & SourcesWeb Video: Making It Great, Getting It Noticed By: Jennie Bourne; Dave BursteinPublisher: Peachpit PressPub. Date: August 05, 2008Print ISBN-10: 0-321-55296-2 101 Quick and Easy Secrets to Create Winning PhotographsBy: Matthew BambergPublisher: Course Technology PTRPub. Date: April 14, 2009Print ISBN-10: 1-59863-902-1 Film Directing - Shot by ShotVisualizing from Concept to ScreenBy: Steven d. KatzPublisher: Michael Weise Productions & Focal PressPublication Date: June 1991ISBN #: 0-941188-10-8 Stoppees’ Guide to Photography & Light: What Digital Photographers, Illustrators, and Creative Professionals Must KnowBy: Brian & Janet Stoppee Publisher: Focal PressPub. Date: October 22, 2008eISBN-10: 0-08-092798-X Home Recording for BeginnersBy: Geoffrey FrancisPublisher: Course Technology PTRPub. Date: January 01, 2009Print ISBN-10: 1-59863-881-5 Digital Lighting & Rendering, Second EditionBy: Jeremy BirnPublisher: New RidersPub. Date: April 27, 2006Print ISBN-10: 0-321-31631-2

Info on Walk Cycle: http://www.idleworm.com/how Info on Light Reflection Tools: California Sunbounce: http://www.sunbounce.de/Info on Camera Motion Control: Tiffin: http://www.tiffen.com/

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Resources & Sources

Perfect Exposure for Digital PhotographyThe Zone System of Metering & Shooting (DVD)By: Tim CooperISBN 9780981602905

The Lighting Technician's Handbook By: Harry C. Box Publisher: Focal Press

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Donald SchwartzImagelink Productions

donald.schwartz@imagelinkproductions.comTwitter: Ishkahbibel

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