apertus° AXIOM Update: We LOVE These Guys

by Hugh Brownstone1 Comment

From cinematically stylish to very human in less than 30 seconds, the first apertus° AXIOM video update since the project was successfully funded on Kickstarter crystalizes a number of thoughts about life, liberty and the pursuit of… capitalism.

Whoa. That’s a heavy intro.

And absolutely true.

As I watched Sebastian Pichelhofer (Project Leader) and Max Gurresch (Media/Technical Documentation) mix banter with exceptionally straightforward and accessible detail about what they’re doing with the funding they received, I found myself thinking about a number of comparisons to other dynamic duos.

I ultimately settled on Superman and Bizarro.

Because watching Sebastian and Max was like watching some strange parallel universe version of Jobs/Wozniak or Gates/Ballmer, only in this universe, it was the OTHER guys who were bizarre – Sebastian and Max were great.

And by that I mean: the apertus guys were happy, relaxed and…real. They were open. Transparent. They answered questions they’d received, and were just as comfortable saying “no” as “yes” – and just as happy to say “we don’t know yet” and explain why. Guys with whom you might actually want to have a beer (though I don’t actually drink the stuff myself). And guys who you suspect will actually achieve their goals.

Man, I hope they pull this off Click To Tweet


By comparison, I was reminded of the live NeXT demo Steve Jobs put on years ago that I was fortunate to attend (I am STILL an Apple fan boy, Walter Isaacson's excellent biography and Jobs' legendary prickliness notwithstanding); another live event I attended in which Robert Palmer, the then-new CEO of DEC (anyone remember them?) laid out his plan for rescuing DEC shortly before it cratered completely; and any number of recent earnings calls or TV appearances by pick-your-senior-corporate-guy-repping-a-big-company.

Dick Cheney.

Mary T. Barra.

Grim. Pressured. Anything BUT transparent. Guys (non-gender-specific term of endearment) you’d be more likely to see on the floor of the Roman Coliseum, back in the day.


I don’t mean to romanticize open source nor overstate the importance of an open source cinema camera in the totality of human experience.

I don’t mean to belittle the tremendous accomplishments of a number of large companies nor their critical, essential roles in our daily lives.

And…right: when you’re a startup, you can afford to be a lot more relaxed than when you’re running a global business with hundreds of thousands of employees, beholden to a large pool of stakeholders.

But it is beyond refreshing– and noteworthy – to watch Sebastian and Max and remember that capitalism (like ANY “ism”) isn’t a magic bullet that solves every problem.

There ARE other ways to approach things. And certainly room for more than one. Like open source.

Man, do I hope they pull this off.

AXIOM Team Talk – Volume 1

Via Axiom Team:

In this first in-depth video we give an update on development progress, further plans, the EU Grant, NAB 2015 and answer a lot of user submitted questions about AXIOM Beta and Gamma in a way that you hopefully consider fun and entertaining

Axiom Update - Axiom team talk

(cover photo credit: snap from the video)

Hugh Brownstone

Hugh Brownstone

Hugh is the founder of Three Blind Men and An Elephant Productions. He and the team write, direct, shoot, score, and edit web-centric films; conduct photo shoots; and write copy, white papers and blog posts. Hugh also writes screenplays (he recently optioned a TV pilot) and just published his first eBook (Apple's iPhone: The Next Video Revolution). If it's about telling stories, it's in their wheelhouse.

And always with the ambition of authenticity, humanity and wit.
Hugh Brownstone


  1. Pingback: Apertus AXIOM Creators Give An Extensive Update

Leave a Comment