This piece addressed the consumer market for DV camcorders and the marketing strategy behind the commercial. The objective was to prove that numerous production advantages, including time and cost savings, could be achieved by shooting a high-quality television commercial with digital video. Interchangeable lenses provide versatility not found with film cameras. Less extensive set-up needed than with film cameras.
Picture quality rivals that of film.
Using video decreased production costs by saving time. Less time needed to set up shots and actually shoot the commercial. Using digital also saved time and costs during post-production. The director, director of photography and producer were skeptical with the outcome of a TV commercial shot solely in digital. Digital video exceeded their creative expectations, and it included built-in cost savings.