Why is a uniform consistent “look” among different crews so important?
Previously television networks, magazine shows, and other high-end producers had complete control over the “look” of their footage because their staff shooters used company-owned gear that had been setup by staff technicians. However, in recent years there has been a shift towards using independent, freelance, owner-operator crews with their own gear. Short of having all the independent crews get their cameras setup by the same technician, how can producers effectively control the “look” of their footage? Even if a producer only hired crews with the exact same model of camera, there are too many other variables (camera age, camera setup, lens, lighting instruments, lighting techniques, etc.) to ensure that the footage will “match”. The answer is often WarmCards. WarmCards can’t guarantee 100% matching footage, but it can make a big difference.
