The photography industry is now incorporating video into job descriptions by using the digital video capabilities of cameras like the Canon 5D Mark II. Well known cinematographer Shane Hurlbut declared at the Collision Conference in Los Angeles, that the play book for film making needs to be totally rewritten because of the power portability of these new still/video cameras. Photocine describes the art of still and video shooting. It is the extended skill set of the contemporary photographer.
The online portion of the ad campaign included some innovative photocine work by the photographer.