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VISUAL CREATORS
For your artistic side.

🎥 Apple’s New 8K 3D Cinema Camera!

The Story: Apple just unveiled its first-ever scripted immersive short film, "Submerged," exclusively designed for its Vision Pro headset. Directed by Edward Berger, the film plunges viewers into a WWII submarine under attack, showcasing how the immersive format can revolutionize storytelling. Berger believes this groundbreaking technology will redefine filmmaking for audiences.

The Details:

• "Submerged" immerses viewers in a visually stunning short that follows a crew combating a torpedo attack on a WWII submarine, designed to captivate audiences.

• Filmed using an innovative 8K 3D camera and Spatial Audio technology, the short offers a 180-degree view, enhancing the storytelling experience by placing viewers in the action.

• Berger emphasizes the power of immersive technology, stating that it shifts the narrative mindset from mere observation to becoming part of the story.

• This release is just the beginning for Apple, promising more immersive films, including upcoming projects featuring The Weeknd and content from the NBA All-Star Game.

• With a production period of only three weeks, "Submerged" showcases Apple's commitment to elevating the quality and creativity of immersive media.

Why It Matters: "Submerged" is a pivotal moment for the evolving landscape of filmmaking, highlighting how technology can create deeply engaging experiences. For creatives, this format opens up new avenues for storytelling that blend cinematic artistry with interactive elements. As filmmakers and artists explore immersive media, they can redefine audience connections, making content more impactful and relevant in a rapidly changing creative ecosystem.

PRODUCTION MASTERY
The commercial aspects of creativity.

📸 Canon Shines with €107M in Lens Sales!

The Story: Canon is ramping up its product offerings with the recent launch of the EOS R1 and EOS R5 Mk II, alongside the upcoming release of hybrid lenses. Marketing Director Claire-Anne Devillard shared insights into the company’s strategy and market position, indicating strong sales and positive feedback from professional photographers, particularly regarding the new autofocus features.

The Details:

• Canon has received notable positive feedback from testing the EOS R1 and EOS R5 Mk II at major events like The Olympics, particularly on autofocus responsiveness and burst customization.

• The EOS R5 Mk II quickly became the best-selling camera by value in August 2024, showcasing the company’s strong market presence.

• Canon has sold approximately 95,000 hybrid units over the past year, with projections of reaching 100,000 by year-end, indicating robust demand for hybrid models.

• Despite solid global camera sales, Canon is facing challenges in its domestic Japanese market where lens sales saw a decline of 14% in Q2 2024.

• Canon aims to sustain its leadership in hybrid cameras and lenses, successfully integrating features for both photography and videography.

Why It Matters: Canon’s recent innovations and strong sales figures highlight its pivotal role in the evolving camera landscape, significantly impacting photographers and content creators. As the company transitions to hybrid technology and lenses aimed at both stills and video, professionals can expect enhanced support for their creative workflows. This strategy not only solidifies Canon's market position but also speaks to the broader trend toward versatile imaging solutions essential for today’s dynamic content needs.

CREATOR ECONOMY
Navigating the digital creative world.

🎞️ Adobe MAX 2024: Game-Changing AI Tools!

The Story: Adobe MAX 2024 showcased pioneering innovations during its Sneaks event, blending creativity with generative AI across photo, video, audio, and 3D design platforms. Comedian Awkwafina co-hosted as Adobe engineers introduced transformative projects poised to enhance workflows and enrich creative possibilities.

The Details:

• Project In Motion allows users to animate custom shapes by simply describing them, drastically streamlining the animation process for those less skilled in graphics.

• Project Know How offers a solution for content provenance, enabling creators to trace the origins of their videos and images via watermarking and fingerprinting techniques.

• With Project Turntable, designers can effortlessly rotate 2D vector art in a 3D environment without losing the original graphic's integrity, simplifying the animation of static assets.

• Project Super Sonic enables the generation of custom sound effects aligned with video content simply through prompts or vocal command, enhancing audio integration in projects.

• Project Scenic facilitates the design of 3D scenes using text prompts, reducing the complexity of visual composition and allowing for precise adjustments.

Why It Matters: Adobe’s Sneaks showcase speaks volumes about the future of creative work, particularly how generative AI can radically transform traditional workflows. As it stands, these innovations provide a gateway for creators to harness newfound efficiency and flexibility, from simplifying complex tasks to enabling deeper storytelling. For the creative community — photographers, filmmakers, and designers alike — mastering these tools could mean less time spent on mundane tasks and more time devoted to unleashing their artistic vision. This proactive step not only advances individual projects but could also reshape the creative landscape as a whole.

🔥 Press Worthy

📽️ VISUAL CREATORS

Steven Spielberg emphasizes that the screenplay takes precedence over star power in filmmaking. His focus is to tell compelling stories with the right actors, rather than creating roles tailored for stars. This contrasts sharply with past studio systems, highlighting his unique creative approach.

Photographer Markus Hofstaetter just snagged a stunning 113-year-old Richard Verascope stereo camera and attempted to develop the 50-70-year-old Agfa 127 film inside. While the results weren't ideal, Hofstaetter learned invaluable lessons, marking a fascinating journey in vintage photography.

📈 PRODUCTION MASTERY

DJI's Osmo Pocket 3 dominates Japan's video camera market, capturing a stunning 24.3% share, far ahead of the GoPro Hero 12. Their rise from 7.3% to 37.7% in just three years shows traditional brands like Panasonic losing ground as DJI's unique offerings attract creators.

Rhymes AI has launched Allegro, an open-source text-to-video model transforming simple prompts into high-quality 6-second clips. Creators, developers, and researchers can now explore new visual storytelling possibilities, enabling imagination and collaboration like never before.

🎭 CREATOR ECONOMY

Jellysmack, backed by SoftBank, is restructuring and laying off 22 employees in the U.S. as it shifts focus to its content business, particularly on YouTube. The creator program on Meta's platforms will be scaled back to align resources with growth areas, reflecting challenges in the creator economy.

Twitch streamer Asmongold faced backlash after a racist rant on Palestinians, leading to a 14-day suspension. His subsequent apology pointed to the toxic streaming culture that rewards outrageous behavior and toxic rhetoric, raising concerns about accountability in the industry.

📚 Learn & Grow

📽️ VISUAL CREATORS

• One Year With The Leica Q2 Monochrom: My Story

• How to Market Your Photography Business Today

📈 PRODUCTION MASTERY

• Task Batching in Filmmaking

• The Road to 300,000 Subscribers: A YouTube Retrospective

🎭 CREATOR ECONOMY

• 12 ways to use your iPhone 16's Camera Control button for better photos - faster

• Teaching Designers in the AI Era