A Glimpse from Above
Let’s celebrate International Drone Day!
Some people think they’re a godsend. Others find them hokey or creepy. But the reality of drones is that they have become a useful and effective tool for a variety of industries. Here in Oregon, they are used for things like search & rescue missions, surveying elk populations, precision farming — and maybe a film festival or two.
Also known as UAVs, or “unmanned aerial vehicles,” these remote-controlled flying robots have proven incredibly useful in capturing video from the air for several Quango projects, from Dell’s Monster Excitement commercial to Alienware’s Get in the Game spot. And for our tech review video series, we got into the nitty-gritty details of the DJI Mavic Pro. What can we say? On top of their contributions to science, technology, and beyond, drones are just… cool. But beyond their dazzling effect, what do drones mean when it comes to how we communicate and execute our stories?
For starters, there are the cinematic opportunities. Industry expert and journalist Matt Waite says that while drones won’t “completely change storytelling,” they are tools that can “improve certain kinds of stories — stories with large spatial extents, where mere words struggle to convey the scope and magnitude of something.” This is evident in the short films and documentaries that are emerging with new perspectives on natural disasters, never-before-seen footage of wild animals, and a bevy of bird’s-eye views of… just about anything.
At Quango, we see drones as a democratizing device. Our creative director and resident drone aficionado, Tobias Sugar, explains it like this: “Aerial shots add production value. It used to be a dream to get (and afford) a helicopter.” And he’s not exaggerating. Helicopter rentals can “easily run tens of thousands of dollars after insurance, fuel, pilot costs, and airspace approval.” Since establishing shots are no longer reserved for big-budget productions, creatives from a variety of backgrounds can use drones to tell their stories. And that “democratization” not only enables opportunities for as many creatives as there are ideas (and budgets), but also means that audiences benefit from a richer, more diverse array of stories. All thanks to this advancing technology.
Of course, a relationship with drones isn’t all smooth sailing. Regulations are updated on a constant basis, and keeping up with expectations surrounding proper safety and ethics can sometimes be a hassle. However, with an engaged understanding of how they work and an up-to-date knowledge of etiquette, drones can be wielded for good — the evidence is all around us. Today’s drones support learning and innovation. The idea of the hovering, invasive nuisance is quickly fading into the past.
There’s no doubt that drones will be hanging around for a while. According to Goldman Sachs, the market opportunity is projected to reach $100 billion between now and 2020. But, market forecasts aside, you can count on seeing increased drone footage in movies, music videos, commercials, and more — our work included. They’re just so… cool.
