Video Effects

I learned about video production by spending several days a week at my local cable TV station. The studio was run by one paid professional, while the rest of the crew consisted of community volunteers like me. Most of our output consisted of community-access programs for which each of us got to play a variety of roles: camera, switcher, floor manager, chyron, audio mixer, even onscreen talent. (My stint there also led, indirectly, to my meeting my wife, but that’s a story for another time.)

Although most of our work took place in the studio, we were occasionally sent out into the field to shoot community events. One such event was an arts fair that was set up in the parking lot of a shopping center. For its part in the fair, some resourceful theater group thought to stage a two-person play that took place in a laundromat, in an actual laundromat. The actors were miked, and the audience stood outside to watch the action through the plate-glass storefront.

“Let’s get some footage of that play,” said the director (the guy who ran the studio).

I was operating the camera, which in that era was a bulky, shoulder-mounted unit connected to a large video recorder carried in a backpack. I uncomfortably shoved my way to the front of the crowd in order to get an unobstructed shot.

“No,” he said. “You have to get closer.”

“I can’t,” I said. “If I get any closer, I’ll interfere with the performance.”

“We’re TV,” he snapped. “That’s what we do!” He grabbed the camera and backpack and barged into the laundromat, getting close shots of the actors as they did their best to pretend that he wasn’t there.

That’s when I first became uncomfortable with video. Clearly, once a camera moved from the studio into the real world, it couldn’t help but alter the events it was recording — and sometimes, take precedence over the events it was recording. These misgivings stayed with me for the nearly twenty subsequent years that I spent as a video producer.

Since the videos I produced (with the collaboration of my aforementioned wife, Debra) were intended for education and training, we rarely had to document events in real time. Pretty much everything we shot was staged for the camera. Still, I couldn’t escape the feeling that we were dishonoring the people we were filming.

Because educational productions necessarily work on low budgets, we could rarely afford professional actors. All of the people we shot were playing versions of themselves. When we went into jails to shoot training videos for corrections personnel, we cast real inmates as inmates and real officers as officers. When we made a video for utility employees showing how the district responds to large-scale emergencies, we had actual workers and supervisors staffing a phony field operations center.

For the most part, nobody minded being put in front of the camera — particularly jail inmates, who relished the chance to get out of their daily routines. But I never felt good about asking a correctional officer to act out the process of disciplining an inmate, when that same officer and inmate have most likely had that interaction in real life. I was certainly not comfortable staging scenes of female employees being mistreated for use in a video about sexual harassment prevention, or people with disabilities encountering obstacles in a video explaining the Americans with Disabilities Act. The breaking point for me was when we were producing a public-awareness video for a homeless shelter, and I directed a real homeless family to act out their life on the street while we followed them with a camera.

All of these people were volunteers, and they knew what they were agreeing to do. The videos were intended for professional or public education, and therefore we could all rationalize that what we were doing was for a higher purpose. But that didn’t relieve me of the sense that I was demeaning real human beings by turning their lived experiences into fodder for the camera. That’s one of the reasons why I left the production field and went into teaching instead.

But let me end on a more positive note: There was one thing I loved about making these videos, which is that leading a video crew allowed me entrance into places where I never would have been otherwise. I got to put on a hard hat and orange vest and hang out with water-company workers in a ditch in the middle of a road. I got to spend time at a correctional boot camp, at a fiberglass factory in Kansas City, and behind the scenes at an advertising agency, a drug treatment center, and a credit-union bank. And on one memorable occasion, I got to stand on a rooftop and shout “Action!” to police officers down below who were about to stage a high-speed chase. I’d take experiences like those over sitting at a desk any day.

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Professionalism

Sometime in 1985, I got a call from a friend. “I just got one of those new Macintosh computers,” he said.

“I played with one for a couple of hours,” I said. “They’re fun.”

“Well, I was thinking,” he said. “You know how they come with those different typefaces? I thought I might offer typesetting services to people, and make some extra money that way. You have a background in publishing — do you think that would work?”

I chuckled, trying not to sound patronizing. “I’m sorry,” I said, “but nobody’s going to accept Macintosh output as camera-ready repro. Those bitmapped typefaces are clunky and amateurish, and the resolution is way too low. Besides, there’s a lot more to typesetting than just typing words on a line. There are subtleties of leading, tracking, and kerning that no computer can handle by itself. You need years of experience to be a good typesetter.”

“Oh, well,” he said unhappily. “The type looks fine to me, but I guess you know what you’re talking about.”

In my defense, I should note that in 1985, the Macintosh was still basically a toy. The introduction of laser printers and PostScript fonts was still a year away. Typefaces on the Mac were designed to be printed out on the Imagewriter, a dot-matrix printer. They looked better than previous dot-matrix output, but definitely could never be mistaken for the clean, elegant type that we were accustomed to seeing in books and magazines.

I was astonished, therefore, to begin seeing printed publications using Mac-generated type arriving in the mail, no more than a month or two after I told my friend what a silly idea that was. I had clearly been wrong in thinking that the years of experience and the critical eye that professional compositors brought to their craft was something that people valued.

Cut to ten years later, when my wife and I had a successful business producing educational and training videos for business and nonprofits. I’d sent a proposal and a demo reel to a prospective client who’d seemed pretty interested in hiring us. The client responded by sending us a sample video he’d received from another producer. “I still like your work,” he said, “but this guy is offering to do the job for less than half of what you’re charging. How is that possible?”

“Your guy isn’t using professional equipment,” I said after viewing the video. “He shot this with a consumer camcorder with a built-in camera mic. The image isn’t as sharp and clear as it ought to be, and the audio isn’t clean. He shot it in natural room light instead of using studio-quality lighting. He seems to have done it himself instead of using a crew. If you’re satisfied with that level of quality, then go with him. I certainly can’t match his price.”

Once again, I assumed that the marks of professionalism were important, and once again, I was wrong. The client accepted the other producer’s bid. And at that point, I began to wonder whether my priorities were wrong. The fuzzy, Mac-generated type had communicated the same information that traditionally set type would have. And the video shot with the consumer camcorder was every bit as educational as what I was shooting with my professional crew and equipment.

I started finding ways to integrate desktop technology into my production workflow, and the lapse in professional polish was apparently not noticed by my clients. Today, of course, the tremendously increased power of desktop computers and software, along with parallel advances in cameras and lighting, make the quality of digital video so remarkably high that it’s hard to remember a time when anyone had to be concerned about a trade-off. But I’ve continued to wonder what other indicators of professionalism are ready to fall by the wayside. Since the beginning of the COVID-19 pandemic, TV, radio, and podcasts have generally been homemade, often with consumer-grade equipment, and audiences don’t seem to mind. Professionals of every stripe are allowing themselves to be seen onscreen in casual dress, with gray roots and grown-out hair, and the quality of their work clearly hasn’t suffered. Maybe it’s again time to put our emphasis on the inherent value of what people do, and to forget the attention to appearances.

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