It is not about the camera. The equipment doesn’t define the artist.

The Blaire Witch Project proved that. RED has only entered our equation out of a desire to test, probe and exceed all existing limits.

We couldn’t call ourselves PlatinumHD if we didn’t invest in the best in the world.

Other sensors, cameras and codecs will come along. Other new inventions. And processes.

And thoughts.

A few human things will remain consistent; energy, enthusiasm – and passion for the art. Go try and buy that off the shelf.