AF100 Counters “Drawbacks” of HDSLRs on Projects for Lifetime Network, Net-a-Porter


SECAUCUS, NJ (February 17, 2011) –New York City-based cinematographer Ed David has made the new Panasonic AG-AF100 large imager HD cinema camcorder his go-to camera on commercial shoots for Lifetime Networks, online luxury fashion destination Net-a-Porter and other high-profile companies.

David’s demanding assignments have encompassed shooting a series of promos for Lifetime in which women were interviewed about the network’s movie offerings; haute couture for Net-a-Porter (view an AF100-shot interview with leading designer Olivier Theyskens at; online commercials for a major video game launch; and 60-second documentary-style vignettes for a Fortune 100 brand that are currently airing on cable television

Targeted at the film and video production communities, the AF100 delivers film-like shallow depth of field and the wider field of view of a large imager, with the flexibility and cost advantages of a growing line of professional quality, industry-standard micro 4/3-inch lenses, filters, and adapters. The full HD 1080/720 production camera offers superior video handling, native 1080/24p recording, variable frame rates, professional audio capabilities, and compatibility with SDHC and SDXC media.

David said he has hung up his HDSLRs in favor of the AF100. “The moiré and other image degradation inherent in DSLRs are simply not an issue with the AF100,” he said. “The camcorder is excellent in low light, and produces a really nice clean image with the prized Panasonic colorimetry with plenty of room to do good grading in post.”

“It’s a tremendous time-saver to be able to record sound straight into the camera,” David added. “I like the AF100’s classic form factor: it looks like a Bolex to me. It’s lightweight with low power consumption, and it’s easy to pick up and shoot with it, especially if you’ve worked with an HVX200 P2 HD handheld. The LCD monitor shows huge improvements in resolution and daylight display over earlier Panasonic camcorders.”

“With an HDSLR, you never know what will happen in post,” he said.  “With the AF100, I know I can tweak luminance, shadows and highlights if desired. And the AF100 affords an image sharpness that you can’t get with an EX1 in combination with a lens adapter. Having to use a lens adaptor with the EX1 requires an insane amount of light and softens an image.”

David said that has alternatively shot 1080P at 24Mbps or recorded uncompressed 4:2:2 output to a nanoFlash solid-state drive. The various AF100 projects have been edited in both Avid and Final Cut Pro; working with AVCHD is “seamless,” he noted.

For more information about cinematographer Ed David, visit his website,

About the Panasonic AG-AF100

The AF100 incorporates a large 4/3-inch, 16:9 MOS imager (with an imaging area just slightly smaller than 35mm cinema film) that minimizes skew with fast imager scanning, and incorporates an optical low pass filter for elimination of aliasing and moiré. The camcorder records 1080 at 60i, 50i, 30P, 25P (Native) and 24P (Native), and 720 at 60p, 50p, 30p, 25p and 24p native in AVCHD’s highest-quality PH mode (maximum 24Mbps). The AF100 also records in AVCCAM’s HA (17Mbps) and HE (6Mbps) modes, 1080i only. Ready for global production standards, the camcorder is 60Hz and 50Hz switchable. Equipped with an interchangeable micro 4/3-inch lens mount, the AF100 can utilize an array of low-cost, widely-available still camera lenses as well as film-style lenses with fixed focal lengths and primes. Variable frame rates (VFR) are available in 1080p, selectable in 20 steps from 12p to 60p at 60Hz and 20 steps from 12p to 50p at 50Hz. The camcorder has a built-in stereo microphone and features two mic/lines, switchable XLR inputs with +48V Phantom Power capability. For more information, visit


About Panasonic Solutions Company

Panasonic Solutions Company empowers people whose jobs depend on reliable technology. The company delivers collaboration, information-sharing and decision-support solutions for customers in government, healthcare, education and a wide variety of commercial enterprises. Products and services within the company’s portfolio include Panasonic Toughbook® mobile computing solutions, projectors, professional displays (including both plasma and LCD), and HD and 3D video acquisition and production solutions. As a result of its commitment to R&D, manufacturing and quality control, Panasonic is known for the reliability and longevity of its products. Panasonic Solutions Company is a Division of Panasonic Corporation of North America, which is the principal North American subsidiary of Panasonic Corporation (NYSE: PC).

All brand and company/product names are trademarks or registered trademarks of the respective companies. All specifications are subject to change without notice. Information on Panasonic Solutions Company’s full line of products can be obtained by calling 877-803-8492 or at

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