Create shots you can’t get any other way, and simplify editing.

Tight food shooting is unforgiving. It’s virtually impossible to capture a pour of syrup across pancakes, then move over to the eggs and then to a cup of coffee with a camera operator and a jib arm that tracks the movement in a single shot. That kind of movement requires on-the-fly adjustments to focus, lighting and effects like steam or drizzle. For a camera operator, it’s like patting your head and rubbing your belly while riding a unicycle—it’s hard to sustain. (more…)