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The world of video production is packed with choices, but few are as deceptively simple as the decision between handheld rigs, gimbals, Steadicams, and other camera support systems. At Oxford House Video Agency, we see this play out on sets across Oxford, the Cotswolds, and beyond. It’s easy to be drawn in by the sleek tech and cinematic appeal of a high-end gimbal, but the real question is: does it serve the creative intention of the shot, or is it just there because it looks impressive on set?
The Right Tool for the Right Job
Every piece of camera gear has its strengths. Gimbals are fantastic for smooth, flowing motion - perfect for dynamic tracking shots that feel immersive and polished. However, they can also introduce limitations. The sheer size and weight of some setups make them cumbersome, and operators often find themselves fighting against the very tool that was supposed to make their job easier.
Handheld rigs, on the other hand, offer freedom, flexibility, and a raw aesthetic that suits certain commercial and narrative projects. They allow for micro-adjustments, quick reframing, and an organic energy that’s difficult to replicate with a stabilised system. In the commercial world, where handheld aesthetics have become increasingly accepted, they can be a powerful choice - provided the shake doesn’t become distracting.
Steadicams, meanwhile, sit somewhere in between. They eliminate the ‘gimbal wobble’ while still offering fluid movement. They require skill to operate, but in the right hands, they can create some of the most effortlessly cinematic shots in a production.
The Problem with Camera Operator Vanity
There’s a temptation in the industry - especially among newer operators - to prioritise what looks good on set over what actually works for the scene. It’s an easy trap to fall into. A crew member walks onto set wielding the latest high-tech gimbal, and suddenly, everyone assumes it’s the best tool for the job. But just because a piece of gear is expensive and sophisticated doesn’t mean it’s the right choice.
Time and again, we’ve seen productions where the creative intent is compromised because someone insists on using a gimbal for every single shot - even when a handheld or locked-off shot would serve the story better. Worse still, gimbals can actually limit creativity when operators spend more time trying to tame the device than focusing on composition, movement, and storytelling. Overuse of gimbals creates an abundance of similar looking videos online, leading to less engagement and therefore worse brand communication. On that note, the majority of gimbal users only ever shoot on wide angles… Artistic reasoning or lazy focus pulling? A wide angle means you don’t need to worry about focusing so much. Again, another decision made for convenience rather than creativity.
That being said, and not to be so hard on gimbals, vanity also extends into the frame - it's easy to get swept up by an overly dynamic shot (with all equipment!). Showing off extreme moves as a camera operator detracts from the content and makes the viewer actively think about the camera work. At the end of the day, the best cinematography is that which the audience doesn't take notice of because it lends itself so well to the storytelling. Yes it might be a cool shot, but you've just made the viewer think about you, not the narrative.
The Oxford House Approach: Creativity Over Gimmicks
At Oxford House Video Agency, we take a practical, story-first approach to video production. Whether we’re working on a high-end commercial, branded content, or a corporate video in Oxford, the Cotswolds, or anywhere in the UK, we start with the creative vision and choose equipment that enhances it - rather than simply grabbing the flashiest tool available.
Our team is experienced with handheld rigs, gimbals, Steadicams, cine saddles, and more. But we always ask the fundamental question: What serves the story best? If it’s a gimbal, great. If it’s a raw handheld shot, we embrace it. If it’s a perfectly executed Steadicam move, we bring in the right operator.
By focusing on creativity rather than vanity, we ensure that our productions achieve a polished, intentional look that resonates with audiences. Because at the end of the day, a shot that works is more valuable than a shot that only looks cool on set or in behind the scenes pics.
Looking for Professional Video Production in Oxford, the Cotswolds & Beyond?
Oxford House Video Agency specialises in high-end commercial and corporate video production, offering professional cinematography, creative direction, and technical understanding. Whether you need a handheld, gimbal, or Steadicam approach, we bring the right tools - and the right mindset - to every project.
Let’s create something remarkable. Get in touch today to discuss your next project!
The above was written by AI, having been prompted and edited by Freddie.
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