Tuesday, August 12, 2014

How To Make Videos and Influence (Millions) of People

A former CNN television news anchor shares her behind-the-scenes secrets for looking your best when the video camera is rolling.
 
By Anna Hovind

In the old days, say, 15 years ago, most mere mortals rarely, if ever, got their chance to be on TV. That was pretty much the realm of actors, actresses, professional athletes, reality show stars and TV anchors and reporters.

Not anymore.

Today, virtually anyone can be seen by hundreds, and potentially millions of viewers if their video goes viral. So, as someone who spent the better part of 2 decades in front of a TV camera, my mission in this blog is to share my top professional pointers on putting your best face forward when the camera starts rolling.

Here are five of my favorite tips to help you look and sound your best on screen whether it’s for professional or personal use.

1. Put on a happy face.  Ever wonder why TV news anchors always look so great? Aside from their natural good looks, anchors know that a big smile helps them put their best face forward. Ditto for make-up. For women looking to be on their own video or even a Skype call, this means the requisite foundation, blush, lipstick and mascara. For guys, it can be as simple as a little translucent face powder to keep your forehead or chrome dome from blinding the viewer. A little tinted powder can also tamp down your 5 O'clock shadow, unless, of course, it’s part of your look. 

2. Avoid wardrobe malfunctions. As Janet Jackson can tell you, a wardrobe misstep can be a major distraction from your performance. So unless you’re covering the VMA’s, leave the sequins or that low-cut dress in your closet. I’ve found that medium-range blues, greys, pinks and jewel tones work really well on camera. Avoid pure black, pure white, bright neon colors, tiny stripes or wild patterns. Simple and tasteful beats trendy and tacky every time.

3. Check your rearview.  Think about what's in the background of your video. Be proactive to avoid embarrassing photo-bombs by wandering dogs, cats or assorted family members on your next Skype video chat or Google hangout with your boss or an important client. It's also a good idea to think about your home or office decor. Are there any pictures, plants, lamps, etc. directly behind you? The last thing you want is for the person on the other side of the screen to be distracted by that lamp that looks like it’s sitting on your shoulder, or the palm tree that’s sprouting from the top of your head.

4. You light up my life. Lighting is something that we pay great attention to in the television studio, yet many Skype users and home video creators tend to overlook this one critical piece of the video equation. Look at your image on the screen. Check to see where the lighting is coming from. Ideally, you want your face to be the place that's illuminated the most. Elements in the background, not so much. Avoid sitting with a sunny window behind you, because back-lighting will overpower the camera lens, leaving you in the dark. Unless you’re a Bond villain, this isn’t a good look.

5. Quiet on the set. The one thing that's worse than bad lighting, is having a perfect video ruined by screeching sirens or the roar of jet engines overhead. I actually worked on a project once where the talent was taping an interview and I could distinctly hear the wail of a train whistle in the background. Avoid the noise by recording in a quiet or soundproof space. For those of you working from home, other audio no-no's to consider are barking dogs, crying babies or people carrying on a conversation in the background. You don't want to compete with these things to just be heard, to say nothing of throwing off your concentration or coming across as amateurish.


Keep these five tips in mind the next time you get in front of a video camera, and I promise that you'll be pleased with the results. Who knows, you may even become the next viral video superstar.

Thursday, July 31, 2014

Why Client Service Matters

10 Simple and Effective Ways to Deliver Outstanding Service

Quality customer service is an intangible asset that can make your company stand out from the crowd of competitors.

By Anna Hovind

Think back to the last time you got really great customer service.
Was it at your local grocery store?  Your doctor’s office?  An expensive restaurant? If you’re drawing a blank, then you’ve got lots of company.

Dedication to customer service has become a lost art at many businesses, the majority of which do not understand why this simple tool is so invaluable.

Courtesy and communication are the two linchpins of our client service philosophy at Firstline Creative and Media. It’s important to communicate pleasantly, effectively and efficiently with clients to let them know you’re on their side and working behind the scenes on their behalf.

Best of all, great client service doesn’t cost your company a dime.  But neglecting it can cost you a valuable client relationship.

Want to learn more?  Here are ten tried-and-true tips for delivering outstanding client service.

1. Be timely in your response. When the client calls or emails with a question or request, don’t wait until the next day to get back with the answer.

2. Anticipate your client’s needs. Based on our experience, we can expect the client to ask certain questions when working on a broadcast or creative services project.  We anticipate these questions and provide the answers before the client has the chance to ask.

3. Remember the 5 W’s. Send emails that are thorough and to the point. Tell your client the “who, what, when, where and why.” When your messaging is clear and concise, you can avoid needless email exchanges that blow up their in-box with a series of rapid-fire questions and responses.

4. Provide delivery deadlines.  Your clients will appreciate it when you tell them what you’re going to deliver and when. Instead of telling them, “I’ll get back to you soon,” it’s better to say “I’ll have that to you by noon tomorrow.”

5. Offer frequent updates. Keep your client abreast of any changes as soon as you learn them.

6. Go above and beyond the call of duty. Deliver more than you promise. Always make sure your clients know it’s okay to reach out to you any time they need anything at all.

7. Be honest and open with clients. Provide your client with your best counsel so they have the information to make an informed decision.

8. Keep their project on schedule.  Lay out a timeline highlighting deadlines to keep the client’s project on track.

9. If you point out a problem, offer a solution. The client may not opt for your solution, but you’ve given them a starting point to develop their own. It also shows you care enough to go the extra mile to help.

10. Be up front about your availability. Let clients know your office hours, and give them advance notice if you’re not going to be available to them. In the business world, no one likes surprises.


In today’s business climate, providing great client service is more than just the right thing to do. It’s also good for the bottom line, because a happy client is likely to become a repeat client.

And better yet, a happy client may refer you to others.

Thursday, July 17, 2014

THREE TOP TIPS FOR PICKING THE PERFECT TALENT

Is your talent a super star or a death star? We’ll guide you through a galaxy of booking do’s and don’ts

By Lauren Coffey
There’s a subtle art to pitching and booking media interviews. Creating strong pitches is just one step in the right direction. Cultivating long-lasting and friendly relationships with producers is another important factor in securing a big booking list.

But not every station can be booked from a friendly phone call. Many times producers will ask “What makes this news worthy?” or “How is this relevant to us and our city?” Often, stories we’re asked to pitch have no local tie-ins, or maybe the story is stale and has been run a hundred times. In both cases, we’ll get a “thanks, but no thanks” from producers.

Fortunately, there is something that can be a game-changer for these wary producers: good talent. Before choosing a spokesperson, there are several questions marketing and PR teams should ask themselves.

What makes a talent bookable?

I’ve worked on plenty of projects where the talent is a physician, or dietitian or pet specialist. This type of spokesperson may be well-versed in their field and have plenty of knowledge to share with viewers, but they don’t always sway the stations to book. The problem is, stations love having local information, and that means local experts.  

Most markets have an array of local doctors, experts and nutritionists to choose from. More often than not, if a producer has the option to bring in a local spokesperson in-studio, they will do that, instead of booking a satellite tour with a national talent. If it’s not in your budget to choose a more well-known (aka, celebrity) expert, the best way to book a lesser-known spokesperson is to fill the interview with local statistics or extremely relevant information.

 Who is the best talent for your particular topic?

From my experience, to garner the strongest bookings possible, using a celebrity as the main talent or one of the talents, is the best solution. Now, we all know getting someone huge is probably never going to happen; I can’t really see Brad Pitt or George Clooney talking about a new medicine that helps with outie belly button syndrome. 

But if you have the budget, springing for the celebrity name is worth the cost. Producers will be more likely to book a story they rejected previously if there’s a celebrity spokesperson attached to it.

Choosing a celebrity does have its occasional downsides. For instance, if you have the top-billed actor from an NBC show, stations from other network affiliates may balk rather than book. Also, I’ve had a hard time placing stories where the talent is an older celebrity or a lesser-known cooking or home improvement star. If using a chef, pick someone who’s had a TV show for many years; someone who’s talked about in all forums. Before her fall from grace, we used Paula Dean’s sons Bobby and Jamie, and they booked fairly well, all because they were associated with their larger-than-life mama.

Avoid using a former contestant from season 2 of a show that’s now in its 145th year, because that person is no longer relevant, and unfortunately, was probably never that famous in the first place. If the name of the talent does not resonate with younger producers, then chances are, money is being wasted.

What should we look for in celebrity SMT talent?

The most important quality in a celebrity SMT talent is relevance. On several occasions, I’ve had to pitch a celebrity who’s been off the market for many years. At one point, maybe 10-15 years ago, they were wildly popular, but over the course of time, chances are that fading star has fallen into the black hole of popularity. Now, I personally am a TV junkie, so if a star appeared in a TV show throughout the 90’s or new millennium, I know who they are. But that doesn’t mean the rest of the world does. 

I’ve seen first-hand how well the “flavor of the month” can book. If a reality star on the hottest show is pitched on the same day as a less-relevant but more talented actor, chances are the producer is going to choose the reality star.

One of the most successful tours I ever worked on was with a reality TV star, Miss Kay from Duck Dynasty. Producers went crazy over her, not because she was some award-winning actress, or a well-known activist, but because she happened to be the mom on of the country’s most popular TV shows at that time. News is current and late breaking, and the same thing applies to talent.

Recently, we did a project with Nina Dobrev of The Vampire Diaries, who booked tremendously well, especially on CW outlets (the network which airs the program). Since Nina was popular, young, and not associated with any one of the major TV networks, she was quite bookable. 
      
Bottom line - media outlets always want the newest and hottest celeb or athlete. In fact, attaching a top celebrity to the worst story, will improve its bookability. Creating a non-profit pitch with a popular star as the spokesperson, is a great way to hit media gold.  And of course, remembering my top 3 tips -- and keeping up with the latest celebrity trends – will go a long way toward making your project a success.

Wednesday, July 2, 2014

The Medium is Still the Message

By Anna Hovind
Wikipedia: "The medium is the message" is a phrase coined by Marshall McLuhan meaning that the form of a medium embeds itself in the message, creating a symbiotic relationship by which the medium influences how the message is perceived.

Without a doubt, the medium for message delivery has evolved in ways Marshall McLuhan could never have imagined when his book, The Medium is the Message, was published in 1967.

Fast forward to 2014, and McLuhan’s message remains as relevant as ever, even if the medium for transmission now includes technology and services that never existed in the 1960’s: personal computers, tablets and smart phones capable of bombarding us with messages 24/7. 

To dig a little deeper into McLuhan’s thesis, the definition of a “medium” is more than just electronic devices like your smartphone or television. It extends to any type of visual that appears on a screen or a printed page.

All of this means that today’s Public Relations practitioner needs to be aware that less is more when it comes to product mentions, and even more importantly, product placement on satellite media tours.

Consider the message you are transmitting via the visuals on set

Here at Firstline Creative & Media, we do a great deal of work in the world of SMTs, and we coach our clients that the spoken word is only a portion of the message. The elements included in the set design can speak volumes.  At times, the message delivered by the medium – in this case, the products placed on the set - comes through much more loudly than anything the spokesperson may say.

News versus commercial

From a newsperson’s perspective, there should never, ever be any verbal or visual branding during an interview. To a newsroom, product placement on the set and product mentions delivered by a spokesperson are the stuff that you see and hear during a commercial break, not during a newscast. 

But with a mindful approach to the medium and its message, it is possible to deftly include products on the set, so long as you meet a few criteria:

  • The product should not be the only element on the set.
  • The product should be tastefully mixed in with several generic, non-commercial elements so that it does not stand out.
  • The product placement should make sense in the setting and should not look out of place. 
  • There should be very few products on the set, not an entire bookshelf filled with them.


Less is definitely more

Following these 4 simple steps can help your SMT achieve much better results and also offer your spokesperson a greater level of credibility with the outlet, and ultimately, the audience you are trying to reach. While your client may want the entire set to be emblazoned with his product, it will send the wrong message to newsrooms. If the product placement is screaming “commercial,” stations are most likely going to reject the segment entirely on the basis of the visuals.

So take it from the team that’s been there, done that, and seen the aftermath. The medium truly is the message. And if you forget, the results of your campaign will remind you.




Wednesday, June 25, 2014

Larry Thomas Tapped to Lead Firstline Digital

Digital Pioneer Enhances and Expands Service Offerings

by Anna Hovind
We’re always excited to welcome a new member to our growing team. And it’s even more exciting when the new person brings a wealth of knowledge and experience that enhances the services we’re known for and builds upon the newest areas of the company.

Larry Thomas is joining our team as Executive Vice President, Digital. You may already be familiar with his name: he publishes the Social Video channel on CommPRO.biz and manages the Video Marketing and Public Relations group on LinkedIn. Or you may know him from one of his previous roles: President of Latergy, Chief Operating Officer of Medialink Worldwide and co-founder/President of PR Newswire’s wholly owned subsidiary, MultiVu.

Here at Firstline, Thomas will use his expertise and finely-tuned social media sensibilities to develop online and mobile services, manage digital operations and work with the in-house team of creative, production and media talent, all while leading and continuing to build the Firstline Digital division.

PR and Marketing professionals no longer ask ‘Should I invest in online video?’ They ask ‘How?’” said Thomas. “I’m excited to be a part of the Firstline team because they have the expertise, experience and infrastructure to help clients harness the power of online video storytelling – and they provide a level of hands-on, consultative service that larger competitors simply can’t compete with.”

Since joining Firstline, Thomas has hit the ground running, working to enhance and expand the menu of services to include Internet Media Tours, Multimedia News Releases, Digital Media and Influencer Relations packages and an extensive suite of Video Content Marketing services. With his leadership, we’re currently field-testing advanced technology that will factor into the next release of services.

“Larry is innovative and deeply rooted in the digital space. We are delighted to have him on board,” said Edgar Lugo, Founder and President of Firstline Creative and Media LLC. “He is a creative, client-focused industry thought leader who adds a tremendous amount of digital expertise that strengthens our client counsel and service.”

We here at Firstline look forward to collaborating with Larry on future projects, and know that our clients will also benefit from his wisdom and industry insights.

Wednesday, March 19, 2014

A Digital Place for Everything, and Everything in its Digital Place

How a global video production company keeps track of its ever-growing digital library
Jason Hester: Ace Video Hoarder

Confession:  I’m a digital hoarder.  I have terabytes of data in my personal library.  Music, movies, pictures, sound effects, apps, you name it and I’ve probably got it sitting on a hard drive.  In most cases, being a hoarder is frowned upon, but in my world as a video editor I wear it as a badge of honor. 

As any video editor will tell you, clients love to revise old videos. 

Typical Client Request: 

“You remember that company overview video we did four years ago?  We just got a new CEO, so we need to replace all of the former CEO’s sound bites.  Can you guys shoot that and have an updated video ready to go by tomorrow’s close of business?”

In the “old” days (10-15 years ago) that would mean finding your Avid or Final Cut Pro project file and all of the tapes used in the original project and setting up a large batch capture to rebuild the video clip-by-clip in real-time using a tape machine.  Since then, a lot of cameras have gone tapeless, meaning they record to an internal hard drive or removable-media, such as P2 or SD cards.  That’s great for ingesting footage.  No more digitizing tapes in real-time. Instead, you just copy data right from your camera’s removable-media onto your computer and start editing, often much faster than the real-time digitizing of tapes. 

Re-connecting your media to make changes to an old project is much easier, too.  For the most part, you can just highlight your sequence or timeline, point it to a folder of footage and it will rebuild it for you almost instantaneously. 

One downside to this is you no longer have a collection of tapes holding all of your raw footage to store in a library after the project has been completed.  The footage only exists as data on a hard drive, and hard drives fill up fast.  Here at Firstline, we have a 16 terabyte drive array dedicated to video (that’s 16,000 gigabytes) and it still fills up way faster than I would have ever imagined.  Keeping it backed up and properly archived is a must.

Carbon Copy Cloner:


First, let’s talk a little bit about maintaining a backup.  Attached to our 16TB array, we have an additional 12TB array attached via Firewire 800.  We use an excellent app called Carbon Copy Cloner (http://www.bombich.com/) to create an exact clone of our video drive that updates every night.

 Here’s the way Carbon Copy Cloner works for us: we’ve created a scheduled task that runs every night at 10 pm.  The very first backup took almost 48 hours to copy all of our data over to the new backup drive.  After that, backups have been much faster because Carbon Copy Cloner compares the two drives every night and only backs up files that have changed or been added since the last scheduled backup.  So, we always have a cloned backup of our video drive in the case of a catastrophic failure on our main array.

Archives: 

You may be wondering why we’ve only got a 12TB drive to back up a 16TB drive. The answer to that is simple: just because you’ve got 16TB’s available, you should never completely fill it up.  Drives run better when they’ve got space available and by having our backup drive only be 12TB’s, this helps us to police ourselves a bit and make sure we’re properly archiving our data after projects are complete.


When it comes to archiving, we use a hard drive docking station that connects to our individual computers via USB-2 or E-SATA.  These docks allow us to buy raw, internal hard drives, which are considerably cheaper than external hard drives, and just swap them in and out whenever we need to archive footage, or retrieve it after it’s been archived.


“That royalty free track I used eight years ago in a TV promo will be perfect for this new web video.  Now where did I put it?”

Earlier in this blog, I likened myself to a hoarder, but that’s not 100% true.  Most hoarders have no idea what all they have.  I, on the other hand, know exactly what I’ve got archived and where it lives.  At the time of this writing, we currently have 56 hard drives in our Firstline archive.  That’s a lot of drives to have to manually pull out, attach to the docking station and search when I’m looking for a specific file or batch of footage. 

NeoFinder: 

NeoFinder
Luckily, I found this pretty cool app a few years back called NeoFinder (http://www.cdfinder.de), which acts a cataloging system for hard drives and optical discs.  Every time I archive something to a hard drive, I open NeoFinder and tell it to “catalog” the hard drive if it’s new, or “update” if I’ve previously archived files to it, and the process is almost instantaneous.  Then, when I’m looking to retrieve something from my archives, I just open NeoFinder, do a simple search and it tells me exactly which hard drive I need to pull off the shelf.

Like most things, there are multiple ways of handling backups and archiving, and what I do may not be perfect for you.  In fact, it’s not 100% perfect for me, yet.  But I’m working on it. 

The next step in my archiving plan is to make backups of each of my archive drives and store them off-site, in case of a seriously catastrophic event at our studio.  With 56 archive drives (and counting) that’s a pretty daunting task, but one I feel is vital.  Hard drives die and the time and cost associated with making these backups of backups will be well justified the first time I go to spin up an archive and it fails. 


So, how are you handling backups and archiving?

Jason Hester is a Video Editor with Firstline Creative & Media who has spliced together well over 1,000 creative video projects for television networks, Fortune 500 companies and major non-profits across the globe. Jason lives (and hoards digital data) near Atlanta with his wife and son. 

Tuesday, February 25, 2014

Through the Lens – Mid-century Meets Modern

Pairing 1950's Leica Lenses with a 21st Century Digital Video Camera
by Dan Valdes & Charlie Crose


Summaron 35mm f/3.5 circa 1957 – f3.5-f.22
What happens when you pair up classic, 1950’s vintage Leica 35 mm camera lenses with a 21st century digital video camera?  We put four lenses to the test, and discovered that kicking it old school can produce some pretty spectacular results. 

The irony of shooting moving pictures with lenses specifically designed for optimizing still photography is not lost on us. In fact, the first Leicas were actually designed to adapt the exciting new medium of the day, 35 mm cine film, for still photography.  So, we basically did a complete 360 – we took a still camera lens, which was inspired by lenses used in making moving pictures - and used it to shoot moving images on a digital video camera.

HISTORY

As a bit of history, it was 1913 when the first Leica prototypes were created and built by the visionary genius Oskar Barnack, the father of modern 35 mm photography. Barnack sought to reduce the size and weight of cameras and support equipment.  In doing so, he changed the world of photography and photojournalism forever.

His 35 mm design helped introduce the concept of exposing a small area of film to create a negative and enlarging that image in the darkroom.  Instead of exposure plates used in other cameras of the day, Barnack’s camera used the Eastman–Kodak roll film.  Due to the onset of WWI, the fist Leica cameras were not commercially produced until 1925.  The Leica became an immediate success. 

Before Barnack, photography was laborious and cumbersome, often involving a very large 8x10 view camera, tripod, bellows and shroud for the photographer.  Not exactly suited to capturing action or images on the go. That’s fine for landscapes and portraits, but imagine setting up that rig for action. By time you have the camera in place and the focus adjusted, your subject has moved on. The rangefinder allowed photographers to carry, in hand, a small, precise and highly reliable camera that could get into the action without weighing the photographer down.   

Barnack conceived the Leica as a portable camera using a small negative. By transporting the film horizontally, instead of vertically as in cine cameras, the frame size is extended to 24 x 36 mm with a 2:3 aspect ratio instead of the 18 x 24 mm frame of cinema cameras. The larger area of coverage required development of a lens specifically designed to accommodate it.  The fist leica lens was a 50 mm f/3.5 design based on a lens of the day. In order to make large photos from small negatives, it was imperative to have the highest quality optics.

1930 brought another innovation from Leica - the interchangeable lens system. In addition to the 50 mm normal lens, a 35 mm wide and 135 mm telephoto were initially available.  In the mid 1930’s, a legendary soft focus 90mm f/2.2 was introduced. Leica lenses are renown for their outstanding quality and for pushing the limits of optics. Today, the 50 mm f /0.95 Noctilux-M sets the gold standard for super high-speed photography, capturing the sharpest of images in the lowest of light levels.  Ideal for street photography and photojournalism, the superior speed afforded by Leica lenses allows the photographer to capture images that otherwise would be impossible.

With that bit of history as a backdrop, we set out to focus on putting vintage Leica lenses to the test by recording video with the micro four thirds mount and the Panasonic AF-100 as our tools.  There are many instances where these lenses are not ideal for recording video, but for certain projects and certain shots, there is simply nothing quite like shooting with Leica lenses.  Be it optical purity, contrast range, exposure range, low light performance or shallow depth of focus bokeh, Leica is in a class of its own.


THE TEST

For our test, we used the following lenses:

·         35 mm f/3.5 Summaron
·         50 mm collapsible f/2.8 Elmar
·         90 mm f/4 Elmar
·         50 mm f/1.5 Summarit – the fastest of the group 
·         We also used a 15mm aspherical Voigtlander lens – the only non- Leica of the bunch

The last 2 lenses are from the screwmount family, while the others are all bayonet mounts.  Our particular collection all date back to 1957 date of manufacture.  Our adaptors are the Dot Line series of Leica M to micro four thirds adaptors readily available at B&H.  The adaptor is streamlined and low profile which helps keep the balance of the lens closer to its native feel.  This low profile also enhances the ability of the lens to cover more of the image sensor and removal is a simple thumb release to one side and the lens comes free.  

We’ll start with Dan’s personal favorite, the 35mm Summaron f/3.5.  This lens was manufactured from 1946-1960 and is a 6 element 4 group lens.   It comes with auxiliary finder optics, a feature of no use to us working with Micro Four Thirds mounts.  For our purposes, the lens functions essentially as if working with TTL DSLR optics.  These lenses are perfectly suited to mirrorless micro four-thirds cameras like the Olympus Pen or OM-D, as the size and weight and functionality are perfectly suited to the smaller size camera body – not unlike the classic Leica rangefinder they were originally built for.  In our test, we wanted to see how they would perform using a Panasonic AF-100 and in particular, note the challenges of working in video over stills.

Here’s how we conducted our test:

·         we opened each lens to its widest aperture
·         we kept the camera in the same place
·         we used the same scenario for each shot

It was very cool to finally see how these Leica lenses would look on a video camera. For the most part, we thought they felt and looked great!  We’ve included a video with a few shots from each of these lenses so you can judge for yourself. 

ERGONOMICS

Each lens was very similar in terms of look and style with just a few little differences. Aside from the 135mm, they all looked extremely tiny on the AF-100.

Summaron 35mm f/3.5 circa 1957 – f3.5-f.22
The Summaron 35mm.   Definitely a good solid build. Not too heavy and not too light. The focus ring, located on the bottom of the lens, has a pin to control the focus ring, which moved easily and quietly. The aperture ring, located on the top of the lens, also moved easily and quietly. I did find it difficult using the pin to focus while shooting video. It’s not the most ideal way to focus a lens with video. But it’s fantastic for shooting stills with the Olympus OM-D digital camera.



Summarit 50mm f/1.5 circa 1958 f1.5-f16





The Summarit 50mm.  Very similar to the 35mm. It had the pin to use for focus, solid build, and very smooth and quiet.






Elmar 50mm


The Elmar collapsible 50mm. This lens also had a solid build. It was heavier than the Summaron 35mm but hard to notice attached to the AF-100. This lens is collapsible and also has a pin to control the focus ring. I found it difficult to find the aperture ring while looking through the camera, as it’s very small and at the tip of the lens. No problems otherwise.




Elmar 90mm f/4 – f32 Collapsable


The Elmar collapsible 90mm.  Very similar in weight to the 35mm, but more similar to the 50mm in style. However, instead of a pin to adjust the focus ring, you use the rings itself to make the adjustment. Again, this made it tricky to find the aperture ring, but everything was very smooth.




Hektor 135 mm f/4.5-f/32

The Hektor 135mm.  Charlie’s favorite when it comes to focusing for video. The ring is a nice wide band that was very smooth, and being non-collapsible, made it easier to find the aperture ring as well. It was definitely the heaviest of the bunch, but that’s understandable being the longest of the lenses.





The Voigtlander




The Voigtlander 15mm. Definitely was the smallest, lightest and had the least solid build. Its aperture ring is similar to the Leica lenses. Its focus ring felt a little smaller, but still smooth and quiet.







OVERALL LOOK

We definitely could see each lens being used to cut scenes together with very little color correction in post-production.  The color reproduction was pure and rich.

Charlie thought the 35mm overall had the noisiest image of the group, especially in the darker sections of the shot. He also thought it had the least amount of contrast. Charlie did, however, think the bokeh was nice, especially for a 35mm. The center sharpness of the image was also pleasing.

Charlie feels the Summarit circa 50mm was the most interesting (Dan calls it the most challenging) of all the lenses. This is mainly because of a haze that forms over the image when opened to its widest aperture. (Visible in the video example.) The good thing is that as you close your aperture, the haze does disappear. You can also get rid of the haze with some color correction in post-production by simply dropping the level of your blacks.  It’s something that could possibly be cleaned by a professional camera shop but ours hasn’t yet been refurbished.

The Elmar collapsible 50mm was the second favorite of the group. It had a very nice film look to it. Charlie thought the sharpness of the image was nice, but not as sharp as he’d like. The contrast was nice and the bokeh was good.

The 90mm lens was our favorite by far. The contrast and overall sharpness was great!  The bokeh is very pleasing to the eye and just kind of fades away - not distracting at all.  The image is clean with no noise.

The 135mm has by far the best bokeh, even at an f/4.5.  Charlie wanted it to be a little sharper than it was along the lines of the 90mm, but it didn’t quite get there. The contrast was still good and it was a very clean image with no noise. 

The Voigtlander was an amazing 15mm lens.  We hardly noticed any distortion. The sharpness was great throughout the entire image.  Overall, it was a very clean image with not much noise at all; well, maybe just a little in the darker parts of the image. It also matched really nicely with the Leica lenses in the colors and contrast.

The hardest part was probably adjusting to the focus and aperture rings since they are flipped on these lenses. Otherwise, they fit perfectly and didn’t require any change in the camera to start shooting.  In the future, we’d love to try out the R series or S series for video as opposed to these smaller M series because they are bigger and more ergonomically balanced with a larger video camera.  They would also mate more easily with follow focus and matte box accessories.

Ultimately, we feel like the Leica M series would not be the best lenses to use for run-and-gun type b-roll shoots or, for that matter, any shoot that requires a lot of movement and adjusting focus. The lenses were just too small.  We do agree that they’d be great to use for sit-down interviews and shoots alike.  

We’ve been excited to try out these lenses for the longest time and it was a lot of fun finally being able to do it.  In the final analysis, we’re confident that we can use the M series lenses to shoot some beautiful video, and in the process, capture that unique Leica look.   

Dan Valdes is Director of Production with Firstline Creative & Media, LLC.
Charlie Crose is a videographer and editor also with Firstline Creative & Media, LLC. Mr. Valdes and Mr. Crose have both privileged to see their video and photographic work featured on a variety of national and local broadcast and cable outlets as well a on websites and numerous print publications.