I took this picture of a fellow film enthusiast named Joe at the recent Analog’s Pulse event in Cleveland. When I saw this ridiculous ad I knew I had to comment somehow.

Film shooters are often derided as self-important hipsters, more concerned with projecting an image, rather than creating images, and ads like this just add to the misconception. For me, film shooters are more like the guy in front of the ad, who quietly does what he loves.

The ad is artificial. The shooter is real!