2022 | lead copywriter
Of all the products I’ve written for, Ronin 4D was by far the most challenging. It wasn’t just technically complex—it was an entirely new kind of camera, aimed squarely at film professionals who have huge budgets and careers riding on every shot.
I wrote the web copy https://www.dji.com/ronin-4d
I also wrote the script for the launch video along with Paul Pan:
At its core, Ronin 4D fused DJI’s top-tier camera technology with its renowned stabilization systems, creating a hybrid “Frankenstein” device capable of true cinema-grade footage and impossibly smooth motion, no matter how the operator moves.
Apart from all the techy aspects, there was another more inspirational objective—to pitch this as an all-in-one solution for aspiring filmmakers on a budget. In that sense, it was geared not only toward pros, but also those aspiring to become pros.
I’m extremely proud of the final result, and I’m thrilled at what filmmakers have accomplished with it. For example, the critically acclaimed Netflix series Adolescence was shot almost entirely via one-takes using Ronin 4D—something that simply wouldn’t have been possible with any other system.
There’s also the film Civl War (2024). Director Alex Garland and cinematographer Rob Hardy turned to the Ronin 4D for its unmatched flexibility of movement and capacity to deliver the handheld intensity and immersive realism their concept demanded.
I’m tempted to say the success of the product is in large part due to the copy—the clarity of communication surrounding the product and its messaging and features—but I don’t want to take anything at all away from the really brilliant work of the engineers and technical staff who actually turned this idea into a working reality.