New, improved explanations of: middle gray, meaning of exposure, color temperature. Includes tools for iPhone as a video capture device. Video play links added.

1. Use What You Have and (Still) Produce Great Video to Increase Sales on the Web & BeyondTechnology Essentials for Small Business ConferenceBerkeley College, Brooklyn CampusJuly 29, 2011 Presented by Donald Schwartz Technology Writer/Photographer donald.schwartz@imagelinkproductions.com Twitter: Ishkahbibel 1

2. Convergence Finally From Gateway TV to Now We are moving away from 320x240 windows on your computer Google TV interface on SONY TV – channel selection from internet or cable indistinguishable Photo credit: Sony Electronics 2

3. What Happens When You Magnify a Small Image?(From 320x240 to a 50 inch TV Screen) 3

4. The Video Camera vs. Your Eyes & Ears Eye Features: Auto White Balance – doesn't see shadows as blue nor fluorescents as green. Auto Exposure – wide contrast range covering highlights and shadows with unrecognizably quick adjustment. (FYI: your camera uses gray scale starting with 18% gray). Auto Focus – face recognition built in. Multiple focus points built in. 4

6. Auto Level – hears and adapts quickly to whispers and thunder claps without distortion.

7. Wide Frequency Range – 20-20,000 Hz.5

8. Ban All Auto Camera Functions – Who’s More Capable, You or Your Camera? When an all-auto camera reacts to changes in light levels, color temperature changes and/or audio changes, everything it does is obvious and distracting. Learn to Love Manual Control (Who’s more capable, you or your camera?) 6

9. Start Small, Turn Off One Auto Function At A Time 7

10. 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. Creates dimensionality by using light and shadow. Shadow defines depth. 8

13. Apply angle of incidence. Angle of incidence equals angle of reflectance. Also works for finding unwanted reflections.10 Photo credit: California Sunbounce

14. One Light Setup 11

15. Focus Attention – Get Audiences to Pay Attention to What You Want Them to See DOP – Depth of Field – What’s in focus an what is not? Not available on cameras with small sensors – sorry. Image: Donald Schwartz 12

16. Focus Attention – Get Audiences to Pay Attention to What You Want Them to See Compositional Mastery: Part I Rule of Thirds – divide your frame into a 9 section grid. Image: Donald Schwartz 13

17. Taking Thirds to the Extreme for Effect Compositional Mastery: Part I Rule of Thirds – divide your frame into a 9 section grid. Image: Donald Schwartz 14

18. Focus Attention – Get Audiences to Pay Attention to What You Want Them to See Compositional Mastery: Part I Lens Focal Length – Bringing Your Audience into Your Shot Wide Normal (Perspective) Telephoto Why not zoom in? Because it changes perspective and draws attention to itself. Start wide(r) than normal and walk in to bring your audience with you. Drawings: Jennifer Schwartz 15

19. Focus Attention – Get Audiences to Pay Attention to What You Want Them to See Compositional Mastery: Part II Solving the 2D Conundrum – Creating 3D 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? Images: Donald Schwartz 16

21. Vanishing Point

22. Triangulation

23. Create Scale

24. Use of Color – set design or color balance Images: Donald Schwartz 17

25. Focus Attention – Get Audiences to Pay Attention to What You Want Them to See Framing Mastery Extreme Close –up Medium Close-up Full Close-up Wide Close-up Close Shot Medium Close Shot Medium Shot Medium Full Shot Full Shot Image courtesy of Steven d. Katz Michael Weise Productions in conjunction with Focal Press 18

26. Focus Attention – Get Audiences to Pay Attention to What You Want Them to See Shoot to Edit Wide Shot Medium Shot Triangulation Full Shot Close Up Image courtesy of Steven d. Katz Michael Weise Productions in conjunction with Focal Press 19

27. Camera In Motion Why Does The Camera Bounce When I Walk? Forget in-camera image stabilization – increases file size. Animation courtesy of Darmont - www.idleworm.com 20 To play movie click here

28. Camera In Motion Why Does The Camera Bounce When I Walk? Use a camera stabilization system – it separates your gait from the camera. Example: Merlin Merlin Stabilization System To play movie click here Courtesy: The Tiffin Company 21

30. Lavaliere – the interview microphone of choice – captures voice resonance with accuracy.

31. Cardiod – most common microphone for interviews – wide heart-shaped acceptance pattern, e.g. Electrolux 635.Hyper Cardiod Shotgun Cardiod

32. What does the Word Proper Exposure Mean?Why is it Important to You? 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. Photo credit: Donald Schwartz 23

33. Exposure Considerations Why Understand Gray Scale or Zone? 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 24

34. Camera Tools for Getting Proper Exposure Zebra Stripes in camera viewfinder Metering in camera (if available) – evaluative, center zone, spot F-stops on lens (advanced) Understanding your camera’s ISO (advanced) Pictures courtesy of The DV Show 25

35. Camera Auto Exposure Set From Middle Gray Black Tank Real World View Courtesy Tim Cooper Photography (Perfect Exposure for Digital Photography 26

36. Camera Auto Exposure Set From Middle Gray Black Tank Auto Exposure – Middle Gray View Courtesy Tim Cooper Photography (Perfect Exposure for Digital Photography 27

37. Camera Auto Exposure Set From Middle Gray White Wall Real World View Courtesy Tim Cooper Photography (Perfect Exposure for Digital Photography 28

38. Camera Auto Exposure Set From Middle Gray White Wall Auto Exposure – Middle Gray Courtesy Tim Cooper Photography (Perfect Exposure for Digital Photography 29

39. Avoidable Mistakes Color Balance – White Balance Video Cameras See Light’s Colors Differently from Our 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 30

40. What Happens When Your Color Balance Doesn’t Match the Color of the Light? 31

41. The Only Way to be Sure is to Manually Color Balance under a Predominant Light Source 32

43. Cover window

44. Add front lightTo play movie click here Photo credit: Donald Schwartz 33

46. Apply pressure before you need to and lessen before you stop.

48. Quick and dirty solution for interviews: shoot over right shoulder and for reverse, reaction shot over left shoulder.Image courtesy of Steven d. Katz Michael Weise Productions in conjunction with Focal Press 34

49. Tools to Turn Your iPhone into a Controllable Video Capture Device 35 Adaptor for audio – Courtesy of Sescom Filmic PRO – Courtesy of Filmic PRO vReveal – Courtesy of vReveal Plus portable digital recorder and Plural Eyes by Singular Software Wide Angle Lens – Courtesy of Photojojo Miniature Shotgun Microphone – Courtesy of Vericorder Technology

51. Use of great glass lenses.

53. Poor sound quality.

54. Requires mounting rig for shoulder or mounting on a tripod.36 Photo courtesy of www.idcphotovideo.com

55. What’s Next Now Panasonic AG-AF 100 4/3 – type MOS Sensor AVCCAM Camcorder Pros: More cost efficient than using hybrid 35mm camera add-ons Use of existing 35mm camera lenses 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 monitoring Cons: No 35mm sensor so have crop factor Only Panasonic lenses allow for power zoom, aperture and focus – all other adapted lenses are manual. 37 Image courtesy of Panasonic Inc.

57. Donald Schwartz Imagelink Productions 11 Sterling Place Brooklyn, NY 11217 donald.schwartz@imagelinkproductions.com Twitter: Ishkahbibel 39