When everyone has access to the same unlimited power, capabilities and ability to work with others - regardless of where they are in the world, who they work for or their experience - then the only barrier to success will be their talent and drive.
I’m a geek. I love technology, and I like knowing about how it works. But at the same time, I have absolutely no patience if it isn’t something I can get value from really quickly.
I used to be the biggest advocate of technical training for everyone who was involved in making video. I used to bang my head against a brick wall, wondering why people, faced with ever increasingly complex processes, didn’t take the time to learn about them. I even got on the board of the skills council for the sector in an attempt to see what could be done to fix it.
Then in 2009, I woke up one morning and realised that the reason they don’t learn about it is because they simply don't have the time. They are too busy with trying to make a project to take the time to learn every technical detail.
So, instead of trying to force them to change, why not give them what they want; a way to not have to learn about all of the complexities that underlie the process of making video?
For too long, technology has dominated creativity. Making video should be about talent, not technology. Who cares what expensive piece of equipment a company has – it should be about the people who work there.
When everyone has access to the same unlimited power, capabilities and ability to work with others, regardless of where they are in the world, who they work for or their experience, then the only barrier to their success will be their talent and drive.
This is what Aframe is about. Giving anyone, anywhere, the ability to realise their creative vision by removing the limitations to their success, with a system that is unlimitedly powerful, but is very simple to use.
Everything that we do is about making the life of someone who makes video, from the CEO of NBC to a freelancer, easier. In every video production budget there should be a line called Aframe.
Our customers sometimes ask us why we're called Aframe, some simply spell it wrong.
In engineering terms, an A-frame is a simple structure with a light and efficient design, able to bear loads in a stable, economic manner. The simplest form of an A-frame structure is two similarly sized beams, arranged at a 45-degree angle, attached at the top. Common uses for the A-frame structure are ladders, houses, tents and even the support for the London Eye.
We made Aframe to be similarly efficient and robust.
In film terms, a 'frame' describes the still images that make up the complete moving picture. Single images were recorded on a strip of photographic film that looked like a framed picture when viewed individually. When the moving picture is displayed, each frame is flashed on a screen for a short time before being replaced by the next. The eye blends the frames together, producing the illusion of a moving image. The rate at which these frames are displayed per second is a common unit of measurement, called frame rate, with 25 fps being the most common standard in use.
So that's Aframe. Capital A, lower case f and definitely no hyphen.