Let's face it, today's video cameras don't deliver the warm beautiful images that television cameras used to have back in the old days of pickup tubes instead of CCDs and CMOS. Sure, the newer sensors have made cameras less expensive, smaller, and more reliable, but they have also made the pictures colder and harsher. Compared to the tube cameras of yesteryear, today's video cameras simply don't have the same warm, rich-looking pictures.

Diffusion filters, ProMist filters, warming filters, matte boxes, and soft lighting techniques have never been more popular. Why? Because these tools are necessary to combat the harsh, cold, electronic look of modern CCD and CMOS cameras.

An ordinary, neutral white balance is rarely acceptable anymore in professional video production. Experienced cameramen know that you can trick the camera's white balance into producing better colors -- thus getting the "warm look" that audiences and clients prefer. The problem is that, until now, cheating the white balance was difficult to control, time-consuming, and risky to try and do when you're out in the field . . . especially if you don't have a monitor.

The WarmCards White Balance Reference System changes all that by providing an easy-to-use and consistent way of getting a warmer (or cooler) white balance. WarmCards can turn ordinary shots into extraordinary shots.

A standard white balance requires measuring the exact color temperature of light that is illuminating the subject. You can do that by white balancing on a white card, neutral gray card, or sometimes a piece of paper. In most cases, that will give you a straight-forward, boring white balance.

But, when you set your white balance using one of the WarmCards you are calibrating the colorimity of the camera so that it starts at a baseline neutral setting that matches the lighting conditions that exist at that place and that time -- and then you are adding certain amount of "warming" to the white balance so that you get warmer, richer colors.

Using WarmCards is every bit as easy as white balancing on a white card. Just aim the camera at the WarmCard . . . press the WB button on your camera. . . and you're ready to start shooting with a better white balance.

With WarmCards, you can achieve the desired "rich and vibrant color" right when you shoot -- rather than having to tweak the images in post-production. That saves a lot of time correcting by hand -- plus a lot time for your NLE to render the changes.

There are many ways to color correct footage after you shoot, but none of them is better than just SHOOTING the footage the way you want it in the first place. WarmCards will help you avoid all that wasted time.  Why not white balance before you start shooting, and then capture footage that already looks the way you want it to look? It's simple.

Obviously, sometimes a completely neutral white balance, with no warming, is desired (for example, if you are shooting product shots for a client), but when you're shooting people, particularly interviews, a warm balance almost always looks better.

WarmCards provide a consistent look from location to location, day to day, or even crew to crew.

WarmCards Complete 2.0 is the recommend product for TV and video production because it includes two sizes of cards in each of the eight shades. Why two cards? Because you need the large card for shooting interviews, but the small card is more convenient to carry around in a pocket or on a lanyard. WarmCards SLR 2.0 for digital photography does NOT include the large cards.

Why are large cards needed? When shooting an interview, it is important to white balance AFTER all the lighting is setup and you're just about ready to shoot because any changes in the lighting can affect the color temperature and/or mix of light hitting the subject. You also need to hold the white balance card directly in front of the subject in order to be sure the light striking the card is the same mix of light that will be illuminating the interviewee's face. In a typical interview setup, the camera is usually too far away from the subject to zoom in and fill the frame if you are using the smaller card. That's why you need the bigger card. The large card allows you to zoom in and white balance for interviews without having to physically pick up the camera and move it closer to the subject.

Once you've seen the difference WarmCards can make, you'll probably never use an ordinary white balance ever again. Clients and customers love the "warm look".

LEARN MORE ABOUT WHITE BALANCING