Your visual story depends on it. So does the quality and integrity of every image you capture. Your camera lens is your window on the world through which every element of your visual story must flow. Any way you grind, shape it, or filter it, your camera’s optics are critical to your success and survival as an effective shooter storyteller.
It matters little from your audience’s perspective which manufacturer logo is emblazoned on the side of your camera, which format or compression ratio you use, or whether you record to tape, disc, or hard drive. It is the quality of optics that matters most when creating compelling images. Your lens, dear shooter, is where your visual story meets the road.