Bleeding edge tech is always beta, and that can either strike fear into a filmmaker’s heart, or inspire them to create something totally new using the tools at hand. Michael Cioni and the Prod Squad (Frame.io’s internal production team that felt more like a family) created a unique concept for their latest Camera-to-Cloud commercial that put the focus behind the camera in a beautiful way. The purpose was clear: show filmmakers what the modern workflow looks like, and they took it one step further by putting their own technology to the test and using it themselves. That’s gutsy.