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. 


Monday, February 17, 2014

Perfect Pitch - How to Score Earned Media Interviews

A former CNN Anchor describes how to capture an assignment desk's attention

Any good pro baseball pitcher will tell you that you need more than one weapon in your arsenal – a knuckle ball, a curve ball, a fast ball – you get the idea. The same goes for pitching the media.  A few new, exciting and different pitches get better results than just throwing out the same thing time after time. 

The same old pitch that worked great last year won’t fly this year, because stations are always looking for something new. To help you get to first base, here are a few things to consider for that perfect pitch.

Hot or Not? 
Is this brand new, never-heard-before information that’s hot off the presses? If so, the media will LOVE you. But try to re-package a 6-month old study and call it “new” and you’ll get nothing but crickets. In the world of news, something that happened yesterday is already getting old, and if it happened last week, it’s downright ancient.  So make sure your story is timely.

Old or New?
Living with diabetes is a story that appears year after year, and the media will pass if you pitch them the exact same story, one year later.  But what if you have a brand spanking new approach?  Let’s say you have an expert who can discuss the coolest new apps that put a high-tech spin on disease management, or awesome new technology that will revolutionize blood glucose monitoring or insulin delivery? Now that’s a new angle, and a bookable story!

News or Commercial?
There are commercials, and there is news. Know the difference. Outlets are always interested in an interview with genuine news value. But if your expert mentions your product or the sponsor in every answer, that, my friends, has crossed the line into the land of the commercial. Stations won’t give their precious air time away for free to promote your product --that’s why they sell commercials. If you are lucky enough to get the media to cover your story, once they realize you’re trying to get a free commercial, they will either cut the interview short, choose not to run it at all, or else edit out all commercial references and run your story without your talking points.  In each case, you get zero ROI. Even worse, you’ve seriously damaged your credibility, and along with it, your chances of booking future interviews with that same outlet.

So remember, a pitch is more than tossing out just anything and expecting the media to bite. It’s what you put into that pitch that makes the difference between striking out or hitting a home run.

Anna Hovind is an Executive Producer with Firstline Creative & Media in Atlanta, Georgia. Prior to Firstline, Anna worked as an anchor at CNN, appearing on Headline News, CNN International, CNN Airport Network and CNN Radio. She can be found on LinkedIn.

Wednesday, February 5, 2014

Roar the Mouse

How a small non-profit used online video and modest social media marketing to drive global awareness and donation dollars
by Sean O'Grady

The Mission
Watch the Documentary: http://bit.ly/1iAQyvl
Archangel Airborne is a Pennsylvania based non-profit organization dedicated to providing free, sustainable medical assistance to devastated regions.The group is comprised of a team of approximately 40 aviators and medical professionals who donate their personal time and money to plan and conduct medical clinics in remote areas.

Archangel's founder, Stu Hirsch, created the group in January 2010 immediately following the devastating magnitude 7.0 Haitian earthquake - a disaster that killed over 250,000 and displaced over 1 million people to tent cities.

Since then, Stu and the Archangel Airborne team have flown eight aid missions to Haiti and provided free medical care to over 6,000 impoverished residents.

Archangel has done well, but like many small non-profits, it has racked up expenses.

Stu and the group have admirable ambitions to grow Archangel Airborne beyond Haiti's borders. In fact, they're already making progress, having provided medical supply runs to the Jersey Shore following Superstorm Sandy, and performing feasibility studies for potential medical clinics in Nicaragua.

But in order to grow, they'll need dollars. And to get dollars, they'll need awareness.

Tell Me a Story:
An old high school acquaintance introduced me to Stu and Archangel Airborne in the fall of 2011. As I listened to Stu's initial organization pitch, I heard the voice of legendary CBS News Producer Don Hewitt whisper through the back of my mind, "Tell Me a Story." I was hooked. Less than an hour later we had hatched a plan:

- Let's embed a video crew with the Archangel team on the next Haiti mission
- We'll create a series of short videos and a brief documentary film about the experience
- And we'll release this material to local media on the Earthquake's anniversary

It was storytelling 101, and here's how it played out.

Start Slow, Invest Low, Watch it Grow:
In May of 2012, I donated the airfare to send two one-man-band videojournalists with Archangel Airborne to Haiti. They recorded approximately 18 hours of interviews and footage. We knew we wanted to create a long-form documentary, but we first used the footage to create digestible, viral nuggets - little videos that could be easily be shared and consumed by local media.

We edited and uploaded a handful of short videos for YouTube and a downloadable b-roll reel to share with local news outlets. We combined these hyperlinks with some copy to create a clickable press release and fired it off to approximately 20 media contacts in the Scranton, Pennsylvania, media market a few days before the earthquake's anniversary.

It paid off.


The humble group of aviators and medical professionals found themselves featured in:

- The Scranton Tribune
- WBRE NBC in Scranton
- YNN throughout New York State

SEO and traffic to ArchangelAirborne.org soared. They had arrived, and were now ready for stage two of our plan.

Double Down:
Year one of the campaign was about media awareness. Year two was about media & social media awareness. Both were driven simultaneously using the following steps:

- Our team created the thirty minute documentary film Flight of the Archangels
- We organized a film debut party for the weekend of the earthquake's anniversary
-  We uploaded the documentary to YouTube and sent a clickable press release to local media
- Archangel team members and local media were invited to the debut
- An email and social media blast was coordinated to follow the documentary screening

We kept it simple. We kept it manageable. And to date, we're keeping the traction going...

Moving the Needle: 
The documentary launch party occurred at Archangel Airborne's hanger headquarters in Honesdale, Pennsylvania, on January 11, 2014. The Scranton Tribune and Blue Ridge Cable covered the event. A few dollars were spent on light refreshments and Stu allocated $50.00 to promote the documentary post on Facebook. Within one week the following had happened:

- The Flight of the Archangels documentary gained over 500 views, 12 likes and 5 comments
- The documentary garnered 10,020 impressions on Facebook
- Bitly reported 1,140 clickthroughs
- Archangel Airborne's Facebook fans grew from 825 to 1,072
- Nearly $1,000 were donated
- 10 individuals contacted the Archangel website and Facebook page asking how they could donate

And the word keeps spreading.

Stu and his team are now using the 30-minute film to promote Archangel Airborne to universities, medical charities and numerous other civic and philanthropic institutions. The film will be used to help Archangel Airborne apply for fundraising grants and it will also be entered into a series of film festivals this summer throughout Pennsylvania, New York and New Jersey.

Not bad for $50.00 and a week's worth of on-location taping.

Flight of the Archangels may not win an Oscar, but it could help save a life in Haiti, and that's a story worth spreading.

To donate or learn more about Archangel Airborne click here