Truelove Tech

I really like the look of Storm. Although The Foundry are heavily backing it as a Red solution I see the style of workflow as being the future of moving images. Just like in stills photography where RAW shooting has become the standard professional practice using programs such as Aperture and Lightroom to manage the data (in fact decoding of RAW images is even built into OS X). I think the same thing will become universal in video... The DIgital Negative. 

At the moment this workflow has been pioneered by Red with lots of stumbles along the way, but just as all serious still camera manufacturers offer a RAW shooting option, all video cameras will have this, starting at the top end with Arri etc, but before too long Sony, Canon etc.

I also like the way it integrates into FCP, as Apple looses interest in the Pro market others move in to fill the gaps in it's products. Thanks to Apple's forsight in designing the project files around XML even as the FCP the program dies it's being reborn.

I can see Storm growing into something more as well, all the current surviving professional NLE's are over 10 years old and have their foundations (and still a lot of their code) in Mac OS 9. There needs to be an application that is written from the ground up to fit the current requirements for new media. When these Apps were created video editing was a niche within a niche, but now video has become the mainstream tool for communication.

The Finder has changed over the last 10 years to give us Coverflow and Quickview wouldn't that sort of sophistication be great in an NLE browser alongside the metadata.

And it already has a multi-layered timeline.

And the price... first taste is free (well first 3 months) and after that $375 and it runs on a Macbook Pro with 2GB of RAM. We thought the price of Resolve we amazing, but this really is cheap, The Foundry are obviously going for a mass market, a market bigger than the 1000s of Red Camera owners out there.

I can't wait to get my hands on a copy in November.