The quality of digital imagery is always changing. Today you will hear terms like HD, HDR, 4K, and 8K in the same breath. It is easy to tune out all of these letters and numbers, but in marketing, these terms can make or break your campaign.
As pioneers in the field of digital film production, FPW Media made the switch to 4K+ production with the purchase of our first RED camera in 2013. This transition was motivated by our desire to provide content with an exceptional level of value and longevity for our clients.
Often in advertising, the technical details of production will be overshadowed by the message, traditionally considered to be the crux of effective marketing. Still, when you make an investment in content, it is critical that your investment proves to be fruitful over time. The longevity of content is in part determined by the fidelity of the image captured.
We achieve maximum fidelity of video footage by exclusively using RED digital cinema camera equipment as well as specialized aerial and mountable cameras that capture 4K+ RAW content capable of being edited for the common HDR formats.
Let’s take a moment to define these terms. HD has a minimum resolution of 1,920 x 1,080. 4K is defined as a resolution of at least 3,840 x 2,160, while 8K images have a minimum resolution of 7,680 x 4,320. The more pixels that comprise an image, the more difficult it is for the eye to identify individual pixels, resulting in a more vivid and lifelike image. Therefore, the greater the number of pixels, the clearer the image. HDR stands for High Dynamic Range and is characterized by a minimum of 10-bit color depth as well as consisting of brighter whites and darker darks than seen on SDR (Standard Dynamic Range) screens (containing only 8 bits of color depth).
So why are highly defined images important? We’ll give you three reasons.
1) Versatility
When you shoot in high resolution, you are able to pull still images for print or digital use from virtually every frame of video. Long gone are the days of “I wish I had shot some still photography”—because you can use RED digital cinema technology to pull a high-quality still image from a video frame.
2) Competitive Edge
Today’s decision-maker is highly persuaded by the visual appearance of digital content. Most consumers have access to computer and cell phone screens that surpass HD resolution. Experts predict that over 50% of households in the U.S. will possess a 4K television by the end of this year. 4K broadcasting of television commercials and online video content is rapidly becoming a reality. This generation of young consumers is drawn to superior aesthetics. They are looking for content that is differentiating itself from the rest of the “noise” out there. 4K—or better, 8K—is what you need to stand out against the barrage of competing HD marketing content.
3) Longevity
As established above, longevity is partially determined by the fidelity of video footage. When you are producing content that is already ahead of current trends, you can trust that it will still be relevant for years to come. At FPW Media, we believe that our clients should own their content. Once we produce it, it’s yours. This enables you to edit as needed for multiple uses in different platforms over time.
For stunning 4K+ content that will prove to be versatile, competitive, and long-lasting—contact us today!
