The Gopro Hero 5 karma advert is aspirational
I love sports and I love the outdoors. I really like snowboarding when the conditions are good and when there are few people. I love to climb, to hike and to do via ferrata. Last year during a film festival I was invited to try Paragliding for free and the flight lasted 45 minutes.
In light of this you can see why the Gopro Hero 5+ karma above is so fun for me to watch. It’s not that I want a gopro camera. I’ve had at least two of their devices and except for filming two or three dives and two or three via ferrata the cameras have stayed in drawers or boxes. GoPro show adventures and experiencers that I aspire to. For this reason we want to watch these edits. We enjoy these edits.
Modern film making does away with cranes, jibs and tripods replacing them with drones and devices like the Karma Grip. If you look at the adverts you see that video production has shifted from being a profession to a pass time. At the time of writing the Grip costs about 350 CHF and the drone has not been priced. GoPro is competing directly with DJI and their product line.
With systems like GoPro and DJI are providing the term prosumer evolves. Thrill seekers and adventurers get to play with technology that they can afford to buy and use during their trips or weekend adventures. With this technology fixed cameras are a thing of the past. The camera moves with the action. In practice the camera operator doesn’t need to be an athlete to get in position to get the shot. Assistants are no longer required to carry heavy gear. You carry everything in a bag on your back and it’s ready to use within a short amount of time.