Why consider shooting your corporate video in 4K? Number one – the picture quality is really good. Really, really good. 4K has four times the resolution of 1080 or High Definition (HD). Even if the video is down-converted, down-converted 4K is sharper and has more detail than HD.
4K also provides greater editing options. You can zoom in without losing picture quality. This can create the look of a two-camera shoot. It can get you out of a post-production jam when you want to make an edit, but can’t do so without creating a jump cut. You can push past something you don’t want in the shot. It’s also easier to stabilize 4K video if camera movement is an issue.
Finally, there’s still a panache to shooting in 4K, even though it’s fast becoming the industry standard. Few people who aren’t professional videographers or editors can watch a video and tell if it’s 4K or 1080 unless they’re looking at both versions on side by side monitors – and how often does that happen? However, most people have heard of 4K – certainly, most communications and marketing people have. Clients and corporate managers like to be on the cutting edge of technology.
The downside? 4K files are huge. You need really fast computers and lots and lots of media storage if you’re going to edit the video in-house. You also need someone who’s used to dealing with large files.
A couple of other considerations for your corporate video – taking advantage of the zoom or pan options in editing makes camera focusing critical. The camera operator needs to know what he or she is doing. And because 4K provides some much more visual information, all aspects of shooting are more critical – such as lighting and makeup. Mistakes are emphasized.
Another thing to keep in mind – not all devices playback true 4K video. Even devices that can process 4K may not have a monitor that displays 4K resolution.
Now, what about the cost? Similar to the transition from Standard Definition (SD) to High Definition (HD), there was a time when an argument against shooting in 4K was the increased expense. But the cost difference between shooting in 4K and 1080 (HD) is not as much as it used to be. If you’re buying a camera, 4K-capable cameras still run higher than 1080-only cameras. But the gap is narrowing. And if you’re going to hire someone to shoot it, the daily rate for a 4K crew is now about the same as the rate for a 1080 crew.
Is the slightly higher cost of shooting your corporate video in 4K worth it? Absolutely.