Erik Sowder, President of ExpoImaging, on Bringing the Precision and Practicality of Digital Camera Filters to the Video Market...

Describe your role at ExpoImaging.
We’re a small company. There are only 5 or 6 of us so we all wear several different hats. I’m the president and also work with a colleague on sales and marketing.
You recently developed an ExpoDisc White Balance filter (pictured above) for the video market. Who would you say is the target audience for this filter?
Any one shooting video out in the field and dealing with changing light conditions. Its high level of portability makes it great for videographers or news crews shooting on the go. It creates a production quality image with the benefit of high mobility.
What makes this filter unique?
Expodisc is the first tool developed to white balance that doesn’t use a target. Traditionally, people aim at some sort of target and take a light reading to judge reflective light. People generally like warmer skin tones for film (the sun-kissed look) so they bounce off a bluer target, like clouds or blue jeans. Most of the color correction using this method will take place in the editing room.

The ExpoDisc allows a user to filter single-handedly, by simply attaching the cover to their lens, saving time and manpower.

Is it intended for certain camera lenses or adaptable to fit most all?
The Video format filter is designed to be held over the top of most lenses.
Do you plan to develop other kinds of video filters? If so, we’d love to hear the details.
We also make a Portrait version of the Video Format Filter that is designed to create an artificial ‘warmth’ to the image. It basically tricks the camera into adding yellows and  reds to the image file.  Videographers frequently like to warm up their video to make people look healthier.