"Interestingly enough Was only Petitional film photography So there was a Kodak Polaroid Fuji Three gigantic companies. Making an incredible amount of money In the photography's and I'm believable consideration That was the fact that they would not see what I was saying. They will not see basically that things were changing because of technology in new technology merging digital and and they continue Actually going ahead with traditional film wide. I just opened the first Digital studio investing millions of dollars so I was like a kind of I was very convinced somebody opinion but at the same time it was like doubting myself because I always supposedly these mega companies didn't see what I'm saying but we didn't few years Nine thousand nine hundred ninety two thousand of professional photographers until the creators of the advertising campaigns this Sunday using digital cameras and I was there promoting full years. I remember going to major photographers. Nineteen Ninety five ninety six ninety seven. We'll tell me further DECO I love you. GotTa Guy You know. I understand what you want to go with this but I will never use this stuff And he will never get to the level of resolution that we need but surely Nash in one thousand nine hundred ninety wrong and called gwen bankrupt. Polaroid went bankrupt. Fuji is a chemical company so much bigger company. They closed down to the Fuji Field. So they end. That was right and By one thousand nine thousand nine. The first high end photography using it experimenting with Digital Authority literally had to go to school to understand how worked and so I would give them free studios to exercise in photographers. It didn't embrace these new revolution. They eventually got cited by by the business so the they had to literally change profession so by two thousand two thousand one two thousand and two then tire talking to for business will digital and so I felt that I had to ride vision. Obviously I was accomplished in in so own now. many years Fifteen sixteen years we met with digital photography has deployed Mean off realizing advertising campaigns nowadays solution the next month and that is video and BDO wills became Substantial with Ford. Ge for GE is what we have On our phones today a films Iran in most of the county a muscle European developed places. with four G. Talk or two point four gigahertz digital telephone signal bands and In some countries still have three G. Entergy doesn't support these are the four G. supports view. Now we are entering into the five G. Platform Geez hundred times faster in transmitting information than forgery so we'd forgery. Would maybe look at the video. And then he would interrupt because was applauding which five G. That will not happen. So a video will be available at any time And to at a speed that we cannot even imagine today in today's world hundred times for you so we'll be immediate a view of any the five G. Platform is the revolution that is needed for many things like autonomous driving There to reality and trump so he's transformative of our society and so it is going to be formative also of advertising how we are going to see advertising. How are we going experience entertaining? So I'M GONNA move to video and today we we leave with his mobile devices. Cell phones they become indispensable to us so As we Read News Today on the phones. And and we communicated people with other phones. We also going to be watching video advertising on the phones and we're GonNa shop to our phones so it is revolutionary is Just a five. Jeez coming in two thousand twenty two thousand twenty one twenty two. You're going to be the big revolution fact. Adoption end so radically. Advertising is going to change in these moving to video. The video means many. Many things means a completely different set of equipment. It completely set the different set of knowledge by the artist because one thing is to take a picture the defection of a second and basically A freezing the movement of a model in another thing is to Be Attic in a short movie. Essentially videos usually last thirty seconds when he fights seconds maybe forty five seconds and you have to keep the the level of interest of the uber high during the entire video You don't want people to get bored and after five cycles of ten seconds say okay. I'm going to watch something else. So the photographers into now. They created emotions with steel. Now they're going to have to create emotion with motion and is going to be difficult for them because they used to steal now they have to move promotion so they have to become from the transition from photographers to videography. Not An easy Sammy. Supermodels models are used to pose. Now they have to flow and they have to do it in a way. That is professional. So you're talking about models becoming like actresses so these Veda transformative his evaded difficult transition. But I see it as inevitable as much as was inevitable going from traditional film the analog film to the digital so this transformation has brought the studios to a different dimension and basically photographic studios have been dealing until now in the past Years Since long time which photography we'd flesh. That is a fraction of a second of light to illuminate. The subject and by definition is a cold light. You can actually put your hand on the flesh and it will never be hot now instead when you're talking about continues light because video it necessitates of powerful lights and continues lights. You're talking about pot light threat to put your hand on a on the bulb of Of Light at home that these on for a few minutes. You'RE GONNA burn yourself. Okay so imagine this very powerful big lights like in the movie business okay. Then the same lines are used to create a video. And you put your hand. They're yeah you're you're going from a sixty watt bulb at home to a twenty thousand Watt Bulb on a movie set code. I it's a big difference and there's a lot more heat cut and when you're talking about heat and we're talking about Old The cabling and older equipment that is needed for Vido. You're talking about risk okay. Risk of fires. The risk of of People getting hurt getting burned. You're talking about essentially a movie set any motive. Talk if you sit so now. We're talking about aggregating the studios. Not only the people working. They have to upgrade themselves but the studios to upgrade themselves to these new reality and so he we go to the issue of which to me is ready to be a feel versus a photography studio. And they're not mainly unfortunately now the only two in Manhattan And yet others are being used in this way the old Edwards are used to do video And they don't realize the clients and the people involved in in realizing these videos models. Cruz and everybody else. They don't realize that basically they are at risk because these facilities have not been built thinking to become film studios so He had as a real issue of safety because Clearly is very easy with his high level of Electricity of power and heat to Create a fire. When you create a fire you put at risk the life and the wellbeing of the occupants so he had to sound than alive and say to everybody who was involved in this business starting from clients unique to make sure that you are shooting in an environment that actually is licensed. There are specific rules by the building department by the New York. State that regulates. How if in Studio has to act film invaders dissenting? So what they have to have a safety measures And so all the people that involved in the creation of these advertising campaigns using video in this video campaigns they have to know that they are risking in operating in places Structured to actually operate that way. So these is a an important ally. The down Sounding here because people they they just don't realize The implications they just go there at all. Great let's do a video and here that he's sally a completely different setup. They don't understand that that's setup has consequences. We'll certainly for electrical because most offices and most homes they're wired so you can plug in a computer or used to be. You know like a photocopier at most but these big lights they draw more power than that new plug in six or seven of them in an office and suddenly. You're making all of the electrical lines in that office very warm. And then you start to smell smoke and then the circuit breaker trips. Hopefully but it doesn't then you have a fire and it can be very dangerous. So you set up this website Studio Safety Report Dot Com Which lists the studios in Manhattan and in New York City in general which are in New York area in the New York area which are in compliance with the department buildings code and also which ones are not and some of them building and fire right a department of buildings and the Fire Department? So some of these studios are incompliance on one floor where they have some studios. And then there's other studios on another floor that are not in compliance and they're using both for video even those they should only be using one for video and some of them are zoned Or Not Zone. They're they're certified for occupancy as an office not as a studio so no nobody from the fire department has come through to check that this is properly set up electrically with the fire suppression systems all these things credit. It let me give you an analogy is like going to a restaurant that is not licensed to be a restaurant. Would you go there? I don't think so if you would know because then you put your your health at risk because you know a restaurant is highly regulated and so any business for many goyal tell the license would be tell you go to a gym has a license of your gym. So every business is licensed to operate as the business studios. They are no different. And so we we need to realize that they are rules or regulations for studios to be safe for people that operate in business. There's also an insurance issue where I believe models have been injured in studios and then they couldn't collect on the insurance because the insurance found out that the the space was not certified to be a photo studio absolutely. Dizzy is a huge concern because clients I guess they they don't know studios They are not compliant so the they are asked to buying Sheri- And studios around closed at the compliance. Obviously just to the client and so All that money goes to waste because he felt accident occurs insurance. The first thing they do is to check if actually they were operating in a license."