I don’t think still photography is going to go away in advertising and marketing but would agree the current trend is towards more video. Sometimes a still image is able to capture a more powerful meaning, other times video so it really depends on message.
What I don’t understand is the expectation that stills will come from video. You’re not the only person I have seen post this. Maybe you can explain how this will occur. From my experience, in stills you generally want a crisp, sharp image without motion blur with some obvious exceptions. In video, you generally want a smooth flow that is appealing to the eye which generally means a little motion blur to each frame. If you were to shoot a faster shutter to freeze the action for a still image you end up with a more jittery look to the video. You can shoot more frames per second and increase your shutter speed but it seems a lot of research shows people prefer around 24-30fps range. With vertical video becoming a thing, maybe jittery video will become the new norm too
Still photography from Video footage is it the future..............
I don't know how its evolving technically by camera manufactures but it seems to be a direction - objective emerging that will only be developed further and further as have many of the hybrid camera features we see today.
Today needing a high level of personal Skill sets for still photography is becoming less and less a important necessity given the features of new cameras that keep doing so much more automatically.
What this does in many ways is basically make progressively traditional photographers with long earned honed skill sets over time going forward more the minority, while birthing a new style of videography - hybrid photography more New players new ways for far more people i guess.
The industry is opening itself up to engaging or attracting the greater majority of the new generation users we call videographers - hybrid photographers = (new growth market)
many of these new users were raised on smart phones, these new videographers hybrid photographers are often virtually organically highly software skilled to drive a tool -
ie: hybrid video camera to do almost everything they want from framing the area, and letting the tool do the tracking capture, connection sharing mostly all automatically.
The mother ship being the internet platforms determines the direction users will grow into and manufacturers will simply follow, i call it the food chain syndrome, manufacturers read then follow the trend and adapt accordingly.
Sadly as Video killed the radio star Video will kill the still image star. That doesn't mean Radio or Still photography will be forgotten, well not completely, we will simply express
ourselves differently.
A smart phone you can take a video and click you have a still shot in your album, they can both be in your inbox within moments, this is also a direction Canon is heading as are others especially for good reason, adapting to survive and grow.
You see the phone camera industry can get into the big three camera companies business but the big three camera companies cant necessarily get into the phone business, well with the exception being Sony which has a small industry foot print.
Some hybrid cameras today already take some stills from video.
The 5 d mkII produces a 7 mb still from video, i hear its not the ultimate outcome but nor was 3 d tracking in the beginning.
I hear some stills from 8 k video have been worked as 30mb stills with incredible outcomes using the Z9 how i don't know.
In playback mode with the video paused, you can scroll through the video frame-by-frame and select the exact image you want. Then hit the "i" button and select "save current frame". You'll get a JPEG matching the resolution of your video - so ~8MP in 4K and ~33MP in 8K.24 Mar 2022
Its all only an observation of direction, add to this A i features and things will be interesting going forward.
Only an opinion