The Theory Wins HDSLR Specialist Accolade

Commercials and corporate production company The Theory have announced that they have officially become HDSLR Technology Specialists.
HDSLR Technology is the generic term for a new breed of high-end stills cameras (Canon 5D MkII, Canon 7D, Canon 1D Mark IV etc.) which shoot full HD video. Because of the large imaging sensors inside these cameras, the footage achieves a film-like quality akin to 35mm film.
HDSLR Technology has become ubiquitous in the last 18 months with film-making professionals looking to shoot extraordinary visuals whilst keeping budgets within reach of everybody. This technology has truly democratised the commercial, film and television industry.
The Theory encourages clients to demand more from their budget and as a result they've had an increasing demand to use this type of technology on a wide range of projects.
Creative Director Tom Jenkins explained: "We always the appropriate equipment for any given project and never place an emphasis on tech cover over creative ideas, but cutting edge HDSLR Technology now allows us to break down the barriers and achieve a style and look most clients wouldn't have been able to afford a year, if not months ago.
"This is a exciting time in our industry and as we have an enviable in-house talent and knowledge pool we've decided to specialise in HDSLR Technology. We can advise clients on the best approach when using HDSLR Technology, but we also understand that clients just want us to make the best looking films and videos without the headache of what camera to use. We take away the hassle, we simplify the process and we make them look good."
Recent Theory projects filmed using in-house HDSLR crews and camera equipment include a suite of travel films for Thomson TUI, an international brand film for the London Metal Exchange and product demonstration films from SMART Technologies.
(KMcA)