When it comes to exploring new equipment and planning how to investment in my work. I pay a lot of attention to new products that come on the market. Not just because I love new gear, more because I need to find gear that solves problems for my clients and makes the time I spend on a shoot more about the creation of images, not the pain of technical issues.

The hardest thing to do however, is get a true apples to apples comparison while also sorting out hype and rumor. When it comes to High End professional equipment, the other thing you have to do is filter out a company's own marketing pitch.

That is why I am extremely pleased to have come across this very well made demo of the 5DmkIII, from Canon France.

I give this demo film from the 5DmkIII a huge two thumbs up.

As someone who films more architectural subject matter than fast action/crazy race/fast moving features, I really appreciate the assortment of views of essentially the same subject matter as it changes over time and in various lighting conditions.

There were so many things to appreciate about this demo. The shift in scale. Exploring exploring multiple fascist of the striking color, skin tonality and texture. Additionally they seemed well aware of including multiple surface types. All with varying levels of reflectivity, specular, and material composition. ALL of that let me really understand a camera system’s potential for image making.

While I don't appreciate the bump in the price tag, I can really feel connected to the potential I can squeeze out of this camera.