Old is in, new is out: it’s a trend becoming increasingly common on social media, with celebrities posting photos from vintage film cameras, large corporations investing in campaigns shot on 8mm film, and the Academy Awards honoring films like Oppenheimer shot entirely on Kodak film for 70mm IMAX. But does the medium of film automatically guarantee better quality? And if not, why does the association between film and quality persist?
I reached out to a contact who is deeply invested in the video technology world and asked if they thought content quality was getting better or worse with the evolution of technology. They stated that with emerging and evolving technology, content should always be of the highest quality. They argued we have affordable cinema cameras capable of large format 17k resolution video, photo cameras that quickly and effectively freeze 120 moments per second, sharp and accurate lenses that can accentuate a minuscule pore on a talent's nose, software capable of removing all video noise and audio background distractions, and AI to write out our visions before we even have the thought completed. By that logic, why can't everything be of the highest quality possible?
In response, I said that even though this technology is readily available to Hollywood, marketing agencies, and consumers, most movies are “meh,” most marketing campaigns are bland, and most creative ideas are unoriginal. In contrast, why does it seem like every time a modern movie shot on film or a marketing campaign carried out through nontraditional practices receives praise?
I think what it boils down to is story—and choosing the best vehicle for giving your story life. Without a good story, you can have all the quality of modern technology or all the vibe of vintage gear, but without a compelling message, it's meaningless. I try to incorporate this principle into my everyday job, finding the story first and then relying on technology to achieve the vision. Pitching to clients shouldn’t just be about the brand of camera you use—you must sell them on your vision. If you have a great vision, the technology will only enhance that.
I also believe that, in tandem with great storytelling, a great process makes for a great product. Most projects captured on film are well made because film is expensive—every second captured on film is money. Whether using digital or film, it takes excellent planning, detailed execution, discipline, and vision. If you want to create something people will feel and remember, you must articulate your story and be disciplined and rigorous in your process.
Now, let's delve into some contemporary examples of films, ad campaigns, and other videos that embody great storytelling and vision.
Shot on Arri Alexa Mini with Arri Signature Primes
The Dove #MyHairAMiModo campaign is an excellent example of how capturing a project digitally can strengthen your story. Modern lenses increase sharpness and detail, which enhances the campaign’s focus on real-life beauty. Digital cameras allow you to capture high-frame-rate slow-motion footage and give the editor latitude to color the footage to best fit the overall vision. The Dove campaign shows digital’s capability to capture emotion and feeling.
Shot on Kodak 35mm film
I may be biased when it comes to Past Lives. It was my favorite film of 2023, in part because of how it looked. The images captured in Past Lives are not always the sharpest or cleanest; they have grain and softness, giving the scene character and invoking deep emotion. It was carefully crafted with impeccable acting and a great script—both enhanced with intentional, thoughtful camera movements. If you have seen this film before, you know what I’m talking about, and if you haven’t, I implore you to check it out.
Shot on iPhone 11
Who says you can’t make quality content on an iPhone? This 2019 commercial was shot entirely on an iPhone 11 Pro and is filled with fast-paced action, slow-motion sequences, and smooth-running transitions. It wouldn’t have the same feeling if it were shot digitally or on film because the iPhone has features that cinema cameras don’t: it’s light and water resistant, has multiple lenses, can shoot in slow motion and 4K, and is accessible and super easy to use. It’s the perfect tool for telling a story about kids having a snowball fight and shooting it on an iPhone. Does that mean you can create an ad like this? Why not? Don’t put limits on yourself just because you don’t have an expensive camera or equipment. (Plus: the iPhone isn’t just for commercials—for a feature film example shot on an iPhone, check out Sean Baker’s film Tangerine.)
Shot digitally
This On Running commercial incorporates stunning imagery, driving music, and immersive sound design. Although it was shot digitally, it has the nostalgic feel of being shot on film. This marriage between clean and dirty image-making is one of the best examples of how look and feel can enhance the delivery of your story.
Ultimately, it doesn’t necessarily matter if you shoot your project on digital, film, or even an iPhone: what matters is the story. It takes a village to make a great project. Your project could have great actors, a great script, fantastic audio and sound, or look absolutely stunning, but it takes all those things to create a great final product.
Have a great idea for your next video project? Contact LMD.
