R|com Creative Blog

The introduction this week of the new NXCAM format is really great news for anyone producing a wide array of professional video product, and notably for documentary producers. The camera combines capabilities found in other manufacturer’s (often more expensive) products and the result is a flexible, high-performance full HD camera. When I started blathering on about how thrilled I was that Sony had taken this step, peers and staff asked the same question over and over again – “Why?”

The initial model (unnamed as of this date) in the NXCAM series does a number of really important things: It records AVCHD full HD 1920×1080 material (in all variations of resolutions) and as such, is easily compatible with other cameras, including as one example, the Canon 7D hybrid still/video camera. It utilizes a relatively new type of glass, and although fixed to the camera, this lens, called a G-Lens, delivers excellent optics, no doubt a result of Sony’s purchase of Minolta. And, the camera is ideal for the wide variety of production requirements a documentary requires.

In our situation, we’re interested in the best tool for a variety of situations. That means we’ll shoot portrait interviews, mount a camera on a moving vehicle, hang from a helicopter, and so on. And, if we’re doing all of these things, it also means we’re shooting a lot of material (hours vs. minutes). If you’re making a film, you’ll work from a shot list, and the shooting ratio may be 3:1. In our documentary work, we’re going to capture reality as it occurs, and then weed out the footage that isn’t essential to telling the story. The result is often 30:1 or higher. That’s right, we may shoot 30 hours of video to get a one hour show. In fact, for a documentary we did in Australia that covered two weeks of a cross-country race, we shot more than 100 hours of video. The final product was a broadcast-ready 44 minutes.

The AVCHD format is ideal for this type of work. And, being able to record to a flash drive that mounts into the camera is fantastic. There’s no box attached to a shoe that gets in the way of moving the camera about. It snaps into place. You can record literally hours of material, and then, using USB connectors, transfer the files directly to your PC or Mac.

There’s more to like as well. The imagers in the camera are native 1920 x 1080. The imagers in other cameras in this class are typically 720p and upscale to 1080p. This is really important and becomes even more so when you discover that the camera will output a full HD 4:2:2 signal via the built-in HD-SDI port while shooting. That type of flexibility allows us to integrate this camera with other, far more expensive cameras.

It’s difficult to capture a strong, clear image if you can’t see what you’re doing. The NXCAM shown off by Sony offers a 1.2 million pixel 16×9 display using backlit LED technology. The Panasonic HMC-150, by comparison (same compression system, similar price, etc.) has a display with approximately 210,000 pixels in a 4×3 display that is letter-boxed. What? To use the Panny (which has great images), you really need to add an external monitor, or you’re going to be disappointed with the results. Sony avoids that extra complication. Add-on monitors are terrific if you’re on a tripod and locked off. They don’t work if you’re jumping off a fire engine and following firefighters into a smokey building. Sony resolves that problem with not only the flip-up external monitor, but the built-in viewfinder as well. You can learn more by watching the intro video produced by Sony.

So, as we envision some of the production work we’re scheduled to produce this year, the Sony NXCAM fits in really well. We can shoot portrait interviews using prime glass on our Canon 7D. We can match that (remember, same codec) with footage captured “in the field” with the Sony NXCAM. And, we can edit in both PC and Mac NLE solutions without drama. No tape. No fuss. Oh, by the way – there’s more to like as well. Because we shoot on location, as documentary producers, we are careful to log everything we shoot. Now, with the NXCAM, there is GPS data added to the metadata of each file. Whoo hoo! So, the next time we travel 2,000 miles across the Stewart Highway in Australia, we’ll know where each shot was captured. And, if we decide to shoot in a studio, we can lock multiple NXCAMs together, thanks to the new (if proprietary) timecode in and out connectors.

The only bad news is that the camera isn’t available yet. Hey Sony – want some remarkable footage of firefighters saving lives? How about the California coast and wine country? Or, how about some footage of the latest sports cars being testing on windy country roads at speed? If so, get us an NXCAM ASAP. We aren’t asking for a freebie. We’ll own it. Love it. And we’ll tell the world.

This is the final cut for the short film about Carol Anne McGuire and her program of music and education: Rock Our World.

Our team has recently completed production of a short mini-documentary project.  It has been one of the most delightful experiences we’ve had in the production space. The film is called “Harmony” and is about a remarkable teacher, Carol Anne McGuire, and her education program, Rock Our World. This is a “fine cut” of the project – a final cut will be completed shortly.

We first met Carol Anne five years ago. The Apple Distinguished Educator was part of a group of teachers we were videotaping for Apple. When we learned about Carol Anne and her interest in changing the world, we were smitten. At the time, Carol Anne was teaching at a school in Orange County, CA. She had just made a video film, using her students. The film was about themselves. All of the students were (and are) blind. But, that’s Carol Anne for you.

More recently (as discussed in a recent blog entry), Carol Anne has been working with the New Village Leadership Academy in Calabasas. She has been sharing her ongoing core curriculum teaching program that is founded on an international collaboration of music. The program is called “Rock Our World.” It is one of the most amazing methods of delivering education I’ve ever seen.

As Carol says, “when I was a kid, if I wanted to learn about Japan, I’d pick up a book and read it, and that book might have been ten, twenty, or even fifty years old.” Today, when Carol Anne’s students want to know something about Japan, they place a video chat call. Literally. By building musical scores with schools from around the world, and injecting core curriculum (math, science, social studies, etc.), Carol Anne’s children discover a bigger world. And by becoming part of it, they make it theirs – and perhaps a bit smaller, too.

This short video is hopefully a preview of a full-length documentary on the subject. The fine cut process is important, as it gives the filmmakers (us!) the chance to step back from the project for a few days. We can look at the film and evaluate little changes or updates that will help increase the end-result.

Apple CEO Steve Jobs addresses the crowd

This week marks the last MacWorld Expo that will be attended by Apple. Steve Jobs did not deliver the keynote address. For many people, this signals the end of an era, and for them, I guess it is. I would propose, however, that it is merely the end of one chapter and the beginning of another in the ongoing arena of personal computer use.

Apple has evolved. It attracts more people to its stores on a daily basis than dozens of MacWorld Expos. As professionals that rely on the tools that we use to help our clients, isn’t this an opportunity for the MacWorld Expo to evolve as well?

Paul Kent, the GM at IDG who runs the MacWorld Expo is a pretty smart person. Although we haven’t spent any time together during the past two years, I’ve known Paul for more than a decade and he has always been about education, evolution and guitars. In my book, that’s a winning combination! Prior to running the overall show for IDG, he was responsible, via his own company, for the conference and seminars. I would guess that Paul might have a clue about what comes next, and something likely will, even if it is completely remade – new name, new place, etc.

There is a place in the world for a Mac-specific trade show. In fact, there are probably several of them, but in today’s world, the niche value is what’s important to those of us who use the tools. For example, we use Mac technology for our video post production work. So, a show that is specific to the Mac relative to video would be of interest. And even more so because of the Mac itself.

The Mac represents more than a tool, which is why some people don’t care for it. It represents style. Class. Elegance. And, Apple has been smart – they’ve moved away from direct PC comparisons, such as processor performance, to keep the mystique of the Mac in the forefront. And, I think it works.

I was an exhibitor at the very first Macworld, in 1984. It was not at Moscone, as it has been for more than a decade, but at a smaller venue near city hall – and it was underground. Literally. The booths were mostly pipe and drape, with some carpet thrown in. Most were ten by ten or ten by twenty. And the innovations that were being shown were all about things like “desktop publishing.” So, the people who were attending were interested in low-cost productivity tools that related to printing, design, newsletters, etc. Today, my mother-in-law is snapping photos with her digital camera, ingesting them into iPhoto, making books, slideshows, etc. It’s just part of how she communicates with her children and grandchildren.

The last MacWorld I attended was two years ago. In between, I didn’t miss one. As an Apple vendor and developer, we often had software before the public did. We often had the hardware prior to public release, or knew about it. And, in many cases, our input, along with many other Apple vendors, developers, and designers was important to the product that was being created.

So, why go to the show? There was no way I’d stay away, particularly after Steve Jobs came back to the company. In 1996, Apple was on the verge of dying. Wired put out an issue (I still have it) of an Apple logo (the old multi-colored one) with a thorns around it and the title, “Pray!” The media had written Apple off. Many of my peers as well.

Steve Jobs knew the potential that existed within the company. He was extremely shrewd about it – and that’s something many people forget. And he recognized the evolution of our social environment from an analog world to a digital one. And so, every year, he would propel Apple forward, using MacWorld and special events to generate mystique, hype, and energy around a product line that had been given up for dead. Equally important, he made certain that the products offered worked. They had to work. And, after a bit, they were not only competitive again, they began to chew away and absorb big chuncks of the markets they were sold into.

Each MacWorld Expo was a chance to see Jobs speak, and many of us thought each speech would be the last one. After all, when he returned, he coined the “iCEO” term, meaning he was at that time the interim CEO. He wasn’t planning on staying. In those days, he used to end his presentations with, “oh, and one last thing…” and it would be the show’s bombshell. The big deal. I’ll never forget the 2000 Macworld, when he said, “oh, and one last thing… I like what I’m doing, so I’m going to stay.” There wasn’t a dry eye in the house. And all of this for the CEO of a computer company. By the way, his salary was $1 per year. That wasn’t his total compensation, but it was his salary.

Imagine taking that type of enthusiasm and energy and applying it to the auto industry. Does any automotive CEO have that panache? Perhaps Dieter Zetsche of Mercedes Benz, but only to the industry – his TV ads never really helped the company move forward, at least in the USA. And it’s a lesson we can all learn from. In these times, we all need to focus on what is possible. What can be done? What will people react to?

We use Macs because they help us get our work done faster, more efficiently, and with better collaboration. We also use PCs for various things, but not for our personal workstations. Hey, I use an iPhone instead of a Mac for a lot of things these days. But, I do enjoy the mystique of the Mac. I hope that sticks around for a bit.

Our team is very excited about a new project that we’re undertaking: A magazine-style documentary on a wonderful education program called Rock Our World. Created by elementary school teacher Carol Anne McGuire, Rock Our World links schools from around the world to collaborate on the creation of music using technologies from Apple Computer. Far from a sales program, Rock Our World has far-reaching effects on communication, collaboration, and the entire education process.

Students from Jamestown Elementary chat with students from Mexico City about their shared music project.

I first met Carol Anne shortly after she was awarded the title of Apple Distinguished Educator. At the time, most ADEs were college professors, so this was a big deal, not only for Carol Anne, but for Apple as well. We produced some short videos for the Apple Education Team and working with Carol Anne was a joy. She is filled with energy, as is her husband Bobby – and together, they could take on (it seems) any project and take it from a glint of an idea, to a polished success story.

The idea behind Rock Our World is simple: Children work together to create original music using personal computers. As an example, let’s say you have ten schools from countries like the United States, United Kingdom, Isreal, Germany, Australia, Japan, etc. Each school begins the project by recording a drum track into an application called GarageBand. The drum track can be recorded using live instruments or sampled sounds.

The recorded percussion tracks are then sent to the “next” school. There, the students add a bass line to the music – and pass it on. By the time the tracks have circled the globe a few times, a complete series of songs will have been created. Along the way, students can speak to each other using iChat, a video conferencing system integrated into the Mac OS. The ability for these schools to see one another, share music, and communicate as they do breaks some important barriers to learning. In today’s world, the need for cross-collaboration between countries, never mind cities, is becoming of increasing importance. Carol Anne and her team are pioneers in this regard. Their program is more than four years old already, while many schools and districts are still in the, “Wouldn’t it be nice if one day…” category. Not only is Carol Anne an Apple ADE, she is also a Google Educator, Disney Educator Award Winner, and the list goes on…

We’re in the pre-production stage now, and expect to have a completed project in time for the CUE conference in March of 2009. We’ll keep you posted! You can also follow Rock Our World via Twitter.