red camera video production

Updates Can Go To Tech Hell

red camera video production

Have you ever stopped to think about the digital environment in which we live? For some of us, we may spend more time participating in digital society than we do in our physical world. These two environments are not separate, but run parallel, with some aspects reaching between the two in an effort to shape some kind of completion. Neal Stephenson’s Snow Crash (1992) coined the term Metaverse to explain the convergence of physical, augmented, and virtual reality in a shared online space 1.

snow crash

It’s happening – the two experiences are merging, and we are the early settlers. This is exciting in every sense of the word; migrating to a new space with others in order to form civilizations wherein the principles of economy, community and cultural development incessantly iterate. It’s the wild west: new, possible, and dangerous.

In the midst of this ever-churning environment of evolutionary creation, our devices have come alive, wanting to interact with us, and in most instances, vying for our unwavering attention. My iPad is no longer just a device, it is an extension of me as an active and voluntary citizen of the metaverse. When I actually stop to think about this concept, my initial reaction is, “what did I get myself into?” Especially when updates and notifications literally interrupt a task… a task that follows a process and has a deadline.

In order to continue my task, I update the firmware, software, app, whatever, for the sole purpose of carrying on. I don’t give a righteous dang about a new, un-focus-grouped, poorly-tested, clunky feature that was implemented just to “stay current.” No, show me the beautiful harmony of tacit and explicit knowledge manifesting in a product, evoking the experience of personal and professional fulfillment. Show me the Red Camera.

Red hit the scene in 2007 with a 4.5K digital cinema camera. Early adopters like Steven Soderberg (Ocean’s 11) and David Fincher (Mind Hunter) embraced Red’s technology to make it a mainstay in digital cinema production.

rede camera

Without geeking-out too much, the resolution and frame rates these cameras produce are revolutionary, and continue to be. The camera is a computer, with a proprietary operating system, firmware, and built-in wifi, but it’s also a piece of precision hardware. It exists mainly in our physical world as a tool to create content for the metaphyscial environment, yet it must continue to be updated. And thanks to Red’s Upgrade Program, each camera follows a path that leads away from obsolescence and to relevance.

This is a real upgrade, our forged, carbon-fiber camera will receive a new chipset with the necessary software and firmware, as well as two thousand lines of additional resolution. What does this mean for our clients?

Shelf Life – Your content has a longer technological life, filming at resolutions twice the size of UHD.

Peace of Mind – This equipment is industry standard (Mank, Oscar Winner for best Cinematography 2021 was filmed on Red) which means there is infrastructure, support, and community behind it.

Achieve the “look” faster and with less cost – The technology behind Red cameras allows us to get the shots that inspired you to become a digital storyteller in the first place, especially when it comes to motion.

It is a procedure in which hardware and software are replaced and seamlessly integrated into a tool-centric system. It is a tactile change, and its result is felt and seen. Being a part of a true advancement in tech puts the metaverse into perspective; there are ways to sincerely contribute to our new world and help the people around us, in whatever form they take. When an update is done right, it’s worth it.