“You can have it fast, cheap or good. Pick two.” This familiar expression has been kicked around by the video production community for decades to explain the obvious confines of budgets and production timelines. While you can have it either cheap and fast, cheap and good, or good and fast, you can’t have all three at the same time. In many instances, the cheap-and-good option has always felt a bit like an oxymoron – at least in a traditional sense of the expression. In the last five years, with video production quite literally at everyone’s fingertips, it seems having things fast, cheap and good can finally happen. Not only is it an option, but it is also expected.
Until recently, a commercial production shoot meant big budgets, dozens of crew members, trucks full of lighting and camera equipment, extravagant spreads made lovingly by craft services, blocked off streets, safety officers and long days, we’re talking 10 to 14 hours with call and wrap times that would make even the earliest early birds and the nightiest night owls cringe. However, as digital, and especially social, media creeps deeper and deeper into all aspects of our lives, its influence has not been lost on photo and video production.