Choosing the make of the lenses you use on a project is one of many ways to create a look. The quality and characteristics of a lens add to the flavor of the image, and is one of the many ways to impart your look as a DP. It's one of my favorite choices a DP can make on a project: which make of lenses will I use for this specific project?

Our NAB booth included the PMW-F3 with the new S-Log firmware from Sony installed. I was very impressed with what the new mode added to the camera and was delighted to show it off to guests in our booth. Some of our friends at Next Level Pictures stopped by, and I gave them a short demo. They were so impressed with the effect that they asked to take the camera out for a quick test, which I agreed to. Twenty-four hours later they came back with a plan to take Vegas by storm, and the result was an amazing test of the F3 and S-Log.