Aperture, Shutter Speed and ISO

• Three exposure settings (Aperture, Shutter Speed, and ISO) work together to control how much light reaches the camera sensor

Aperture

• Aperture, or f-stop, is the opening of the lens where light passes and relates to Amount Of Light

• Small aperture f/22 = less light

• Large aperture f/2 = more light

• Aperture is written as f/number

• f/number = focal length/diameter of opening

• A 100 mm focal length lens with an aperture setting of f/4 will have a pupil diameter of 25 mm

Shutter

• Shutter is a mechanism that opens and closes to emit light into a camera for a measured Amount Of Time
• Faster shutter speed (1/1000 sec) = less light, and freezes motion
• Slower shutter speed (1/30 sec) = more light, and can create motion blur

Sensitivity

• Sensitivity includes ISO (international standards organization) and measures the level of Sensitivity Of Film to available light
• The lower the ISO number, the less sensitive it is to the light
• A higher ISO number increases the sensitivity of your camera
• Higher # needs less light = faster
• Lower # needs more light = slower
• Use a low # in bright/outdoor settings
• Use a high # in dull/indoor settings
• ISO 200 is twice more sensitive than 100, ISO 400 is four times more sensitive than 100, and ISO 1600 is sixteen times more sensitive than 100...

Exposure

• Exposure = intensity x time
• When combined with the sensitivity of the film, the shutter and the aperture together create the exposure

Focal Length

• Focal length affects the framing of your photograph
• Lower the mm (shorter focal length) to make your final image wider and more inclusive
• Higher the mm (longer focal length) to make your final image narrower and more “zoomed in”

Depth Of Field

• Depth of field measures how much of the scene is in focus
• It can be used to pull the eye to the main subject and “delete” out the distracting surroundings
• Depth of field is controlled by the aperture setting
• Wide aperture/low f-number = shallow DoF (blurry background)
• Narrow aperture/high f-number = deep DoF

Shutter Speed In Videography

• Use a shutter speed that is double the frame rate for natural motion blur
• If shooting at 24 fps, use 1/50 sec shutter speed
• Depends on frame rate (FPS): 30 fps → 1/60 sec; 60 fps → 1/120 sec.
• Slower shutter = more motion blur
• Faster shutter = crisp frames

Color Management

• Ensures consistent and accurate color reproduction across different devices

CIELab

• CIELab is a device-independent color space created by the International Commission on Illumination (CIE)
• L = lightness
• a = green-red axis
• b = blue-yellow axis
• Represents how humans perceive color and is used in color matching and measurement

Metamerism

• Metamerism occurs when two colors appear the same under one light source but look different under another due to differences in spectral composition even if they visually match in one condition

Degrees Kelvin

• Measurement describes light sources
• Lower K (2700K) = warm/yellow light
• Higher K (6500K) = cool/blue light

RGB (Red, Green, Blue)

• RGB has a broader color gamut than CMYK
• RGB is used for digital displays (monitors, cameras, etc.)
• Additive color mixing refers to the fact that you are adding some amount of red, green and blue light to a mix to create a new color

CMYK (Cyan, Magenta, Yellow, Black)

• CMYK is used for printing
• Subtractive because the ink filters the light that falls on its surface

Gamut

• Gamut is the range of colors that a device or color space can represent

Other Color Spaces: HSL And HSB

• Both describe color using human-perceived qualities, differ in how they define the "light" part
• HSL = Hue, Saturation, Lightness
• Lightness = midpoint between black and white
• HSB = Hue, Saturation, Brightness
• Brightness = intensity of color relative to white

Interpolation

• Interpolation is a method used to estimate pixel values during processes like image resizing or transforming fills in missing data based on surrounding pixels
• RAW photos are processed into RGB using interpolation
• When a color is not available in a particular color space, it is interpolated

Creating A Computer Monitor Profile

• Use a hardware colorimeter (X-Rite, Datacolor Spyder)
• Use its software to measure your screen's color output, and generate/install a custom ICC (international color consortium) profile
• Recalibrate every 1–2 months or when working on color-critical projects

Video Camera Conversion

• Video camera converts RGB into either composite analog signals (YUV) or component versions (analog YPbPr or digital YCbCr)
• Composite video combines brightness (luminance) and color (chrominance) into one signal
• Component video splits into three separate signals, allowing better image quality

LUT Systems (Look-Up Tables)

• 1970s-80s LUTs were used to calibrate between different media outputs
• 2010s research showed it was a good alternative to ICC profiles to calibrate between monitors for video
• Color correct footage BEFORE applying creative LUTs
• 1D is a one to one conversion
• Can only remap one value such as luma or R
• Brightness or contrast tweaks
• 1D LUTs contain info for every color and are small, but limited
• 3D remaps each input to more than one output value
• Used in film, photography, and display calibration for creative or corrective color grading
• 3D LUTs would be too big if they contain all the transformations, so they normally concentrate on some for focused color data and can produce different results

Programs

• Adobe Premiere Pro – Video editing
• Adobe Audition – Audio editing
• Media Encoder – Exporting/rendering video files

Workflow

• Improves efficiency, consistency, and prevents lost files/wasted time during editing

Editing

• Set up project in Premiere, multi-camera shoots have important set-up steps
• Import footage, set audio gain & white balance on each of the interview clips
• Set-up a multi-cam edit & timeline
• Should before any other editing!
• Timeline settings will match the first clip you add, so choose wisely
• Use multi-camera editing features in Premiere
• Sync using audio waveform, timecode, or a clap/slate during recording
• Premiere has an auto-sync tool
• First cut
• Complete multicam edit, then...
• Order clips based on script/storyboard
• Trim clips to only the important parts
• ~ 2-3x longer than final edit
• Get feedback at this point!
• Tighten up storyline
• Focus on flow
• Aggressively cut parts that don't add to the storyline
• Add b-roll & transitions
• B-Roll: Supplementary footage used to cover edits or enhance storytelling
• The term comes from film editing days, where the "B" reel ran alongside the "A" (main) reel
• Avoid jump cuts
• Abrupt visual shift in the same shot
• Avoid it by: Cutting to B-Roll or changing camera angles
• Once the picture is locked, bring in your audio mix and visual effects (VFX)

Interviews - Setting Up The Shot

• Lighting
• 3 point lighting - Key, fill, hair/rim light
• Turn off overhead fluorescents, they mess with your lighting
• Shadows are good
• Keep background darker than the subject
• Composition/Framing
• Don't have a subject looking into the camera lens, allow for "talking space" in the frame of your shot
• Keep other people out of the eyeline, so the subject is focused on the person asking questions
• Keep camera and interviewer eye level with subject
• Surroundings
• Pull subject off of the wall to get depth
• Tidy up, check for plugs, water bottles, light switches, anything that distracts from the subject
• Anything left in the frame should be left there on purpose NOT on accident

Interviews - Audio Matters

• Watch for sounds you don't normally notice in the background- weed eater, train, loud AC
• Every room has a “room tone” which will dirty up your audio, try to reduce it
• Record several seconds of “room tone” in your location to help clean up noisy audio tracks later
• Don't just use the front mic, use a boom mic or lavalier to get clearer (closer) sound
• Shoot with two audio channels/inputs for backup
• Lavaliers have two pieces: the transmitter has the mic clip and is attached to your subject and the receiver connects to your camera to record the audio
• Avoid showing your mic!

Interviews - Getting The Answers You Need

• Based on your script/storyboard, know the questions you want to ask and know the type of answers you are looking for
• Give subject time to warm up, ask a question about their day or family, answers get better as they forget about being filmed
• Guide their answers with your questions
• Keep asking the question by rephrasing until you get the answer you need
• Ramblers - hope they take a breath, ask again to reframe their answer
• Have the subject restate the question you ask in their answer
• Listen to their responses so that you have a good, related follow up question

Camera Settings

• If you use multiple cameras confirm that these settings match across all of them:
• Aspect ratio (21:9,16:9, 4:3; 1:1, 9:16)
• Frames per second (23.97, 29.97)
• Quality (8K, 4K, 1920p/i, 1080p/i, 720p/i
• Color settings (use a target or at least a white card)
• Remember you will have to down sample to your lowest common denominator!

Microphones In Video

• Lavalier mic (lapel): Picks up clear, close dialogue
• Boom mic: Captures ambient and backup audio
• Max of two audio inputs per camera

File Structure In Premiere

• Keeps media, sequences, and assets easy to find
• Helps avoid errors or relinking issues
• Speeds up workflow and ensures clean project structure

Framing And Motion

• Framing = how the subject is composed (rule of thirds, headroom, lead room)
• Pan: camera moves left/right.
• Tilt: camera moves up/down.
• Zoom: changing focal length.
• Tracking/Dolly: physical movement of the camera.
• Primary motion: subject(s) is moving and camera is still
• Secondary motion: (camera is moving)

Editing

• Picture lock is when you are ready to move from editing pictures to audio (no more changes to the video timeline)
• Final cut is when editing is 100% done (audio + visual)

Frames Per Second

• 24 fps: Standard cinematic look
• 30 fps: TV and online content
• 60 fps: Smooth motion, sports, or slow-motion playback
• 120+ fps: Super slow motion
• Higher FPS needs faster shutter speeds, more light, and more storage

Kilohertz

• kHz (kilohertz) = sampling rate of audio (1 kHz = 1,000 samples/sec)
• Higher kHz = better fidelity, larger files
• Most audio is recorded at 44 kHz, 16-bit stereo
• 44kHz means how many times your sound is sampled per second

Video Capture

• Made possible by bigger, faster, cheaper memory cards 1 gigabyte (GB) = 1 billion bytes
• How much fits on a card depends on:
• Frame rate (24, 30, 50, 120fps)
• Bitrate (24Mbps or 8Mbps)
• Resolution (HD, 4K, 8K)

Video Standard Definitions

• Save the most detail in the smallest file size
• SD (standard definition) 720x480 pixels 4:3 aspect ratio
• HD (high definition)
• 1280×720 pixels (720p)
• 1920×1080 pixels (1080i/1080p)
• 4K (3840x2160 pixels)
• 8K (7680 x 4320 pixels)

Parts Of Video Files

• Digital video files are made up of two parts: a codec and a container
• Most video formats are named after their container
• .MP4, .AVI, or .MOV doesn't tell you exactly what the video file format is
• Codecs- Compression format
• Codecs aren't always compatible across devices and different types of players (DVD, Blu Ray, streaming channels, etc.). Common ones that include H.264 and H.265
• Container formats- MOV, MP4, AVI, FLV / MP3, AIFF, WAV for audio

Pre-Production

• Sets the foundation for the entire project
• Prevents mistakes, saves time/money, aligns the team
• File example aids: Script = story direction, Shot list/storyboard = visual plan, Call sheet = daily plan for cast/crew, Release forms = legal protection, Budget & schedule = resource management

Social Media

• Social Media uses web based technologies to turn communication into interactive dialogues
• A blending of technology and social interaction to further communication between companies and customers
• Facebook is broad, for all ages, especially 30–65+ demographic population
• Instagram is for a younger crowd, mostly 18–34, visually driven
• TikTok is for Very young audience, primarily 13–24; short-form video
• LinkedIn is for Professionals, B2B, job seekers; 25-45+
• X (formerly Twitter) is news-oriented, fast updates; 18–49
• Pinterest is heavily female, 25–44, great for lifestyle, DIY, shopping
• YouTube: All ages; extremely broad; powerful for video content

Social Media Marketing

• Facebook, Instagram, LinkedIn, YouTube, Twitter, and TikTok are the top 6 social media sites used by marketers
• TikTok will surpass Facebook when it comes to the amount of money advertisers spend on influencer marketing in the U.S. by the end of this year
• Tiktok will beat out YouTube by 2024
• Instagram remains dominant
• Increased exposure and traffic are the top two benefits of social media
• Marketers are also using social media to develop loyal fans and generate leads
• For the first time in many years, Facebook is no longer the most important platform
• Marketers use all of these sites to improve business and sales, increase exposure, grow business partnerships, and generate leads within the business
• Many Marketers are paying to use ads that are a part of many social media sites
• The average click-through rate in Google Ads across all industries is 3.17% on the search network and 0.46% on the display network

Social Media Analytics 2025

• Facebook remains the most used globally, with over 2.9 billion monthly active users
• Instagram and TikTok are fastest-growing among younger audiences
• LinkedIn is top for B2B and professional content
• Customers expect businesses to be available on Instagram, Facebook, and increasingly Tik Tok

AI: Artificial Intelligence

• Algorithm analyzes data
• Learns based on continual data inputs
• Solves problems/predicts based on patterns
• Limited by initial data; continues to grow with more input

AI In-Camera Developments

• Autofocus on subject, based on identifying the subjects' (or even animals') eye
• Portrait mode depth of field on iPhones
• Auto camera settings sees if portrait, action shot, landscape, etc. and sets appropriate shutter speed and aperture
• Composition framing aids by capturing more than the viewfinder shows and straightening
• Lighting adjustments has Night vision options that brighten details in the shadows
• Lighting impacts color, which adjusts white balance automatically to overly-blue/yellow-green

AI Post-Production Developments

• Tighten focus and remove motion blur
• Fix focus AFTER taking the photograph (Zoom enhance on Pixel cameras)
• Upscale resolution
• Increase image quality to print a larger photograph without sacrificing image quality
• Generative fill is used in Photoshop to exand outside borders of original image
• With a single click choose to select the background / subject and make individual adjustments
• Remove distracting foreground/ background objects in the frame
• Adaptive presets on faces are automatically identified and masked for quick edits

AI Video/Audio Developments

• Masking/tracking a subject
• Has to be done traditionally, up to 120 frames/second
• AI feature auto tracks the subject, allowing for quick selections and changes to subject/background
• Individualized marketing creates a unique video for each person where a voice says the customer's name
• Timebolt can remove pauses from an entire audio/video file, improving pace
• Automatic scripts are also subtitles can be generated with use Adobe Firefly in PR
• Color grading across multiple clips/cameras is similar to creating and applying a filter
• AI can also clean audio and enhance sound clarity in video

AI Safety

• Safe sources include adobe firefly and getty images
• Adobe Firefly is trained only on images in it's “Adobe Stock” library, all of which were willingly provided
• It also won't allow requests to create “bad” content deemed by a handful of keywords

Artists Fighting AI

• "Glaze," a tool that allows artists to “mask” their own personal style to prevent it from being scraped by Al companies
• It works similarly to Nightshade to change the pixels of images in ways that machine-learning models interpret the image as something different from what it actually shows
• Nightshade can "poison” Al training data by rendering model outputs useless

Ethical And Legal Issues Around AI

• Copyright concerns AI may generate work that closely resembles copyrighted content it was trained on, raising ownership questions
• Artists whose work trains Al models often aren't credited or compensated
• Plagiarism & misuse may copy styles, mimic people's voices/faces, or spread misinformation
• Bias & fairness may reflect societal biases present in its training data, leading to unfair or offensive results

AI And Job Displacement

• Automation may impact creative industry jobs, in roles like editing/content creation

Protecting Work From AI

• Watermarking: Visibly/invisibly marking images helps assert ownership and deter theft
• Metadata: Embedding copyright info helps track ownership
• Licensing: Clearly defining how others can use your work
• AI opt-out tools: Platforms help artists exclude their work from Al training
• Registering copyright: Official registration provides legal backing if infringement occurs

AI Ideation

• AI can be used for ideation process, generates ideas thru images, walks, etc
• Biggest use is 29% for content correction/50% plan, operations
• Change is good but it does bring disruption
• Canva is now available as a ChatGPT plugin
• Most AI models are trained on billions of images. With randomized pixels rebuilt
• Can create styles of images (eg. line art) but can't trap yet
• real-ESRGAN - image enhancement to enlarge an image to make it printable. Costs money but very inexpensive
• Hexadecimal numbers in Al identify colors to create a spot color separation
• Book layout (Enfocus, Pitstop) tools exist today
• Print Production Planning and Control (PPC), detects control, optimise, printing defects

AI Certs

• 5 free Al certifications
• IBM Intro to Artificial Intelligence
• Career Essentials in Gen Al by Microsoft & LinkedIN
• Generative Al Fundamentals by Databricks
• Intro to Gen images by Google cloud
• Intro to Al generated images by Google
• Length of tasks Al can do is doubling every 7 months

Gaines Lecture

• Time from plan to release can be as short as 6 weeks (very rushed/full time) or the long end is 6 months
• Most never can shoot enough B-roll and never sorry to have "overshot"
• Challenge of pre-pro is marrying the vision with the budget and time constraints
• Inspiration with stories are key to creative visions
• Never go to tools without knowing the goal and inspiration
• Example tools: Vimeo, FilmSupply, FrameSet
• TNTs and mentorships are key to success in life