First video clip recorded with 4K technology and the Sony F65 camera

The video clip 'We are Never Ever Getting Back Together' by singer Taylor Swift is shot in 4K with the F65 camera.

The video clip of the song We are Never Ever Getting Back Together, by pop singer Taylor Swift, is the first to be filmed in true 4K with the F65 camera from Sony. Production took place on August 30 at Sony Pictures Studios in Culver City, California.

Taylor Swift worked with director Declan Whitebloom and veteran filmmaker Paul Laufer, who had at his disposal all the resources of Sony Electronics' Digital Motion Picture Center (DMPC) and Sony Pictures Colorworks DI facilities from pre-production to finishing the material.

The video clip stands out for the continuous changes in lighting, choreography and costumes.

Digital Motion Picture Center

Sony's Digital Motion Picture Center is a multi-purpose facility, where directors, cinematographers, camera assistants and post-production professionals can share experiences and learn the 4K workflow process. After screening different scenes shot in 4K with the F65, and after checking the development possibilities of the project in the Colorworks post-production workflow, the production team knew that Sony's 4K technology was perfect for this project.

Laufer was impressed with the camera functionality, flexibility on set, as well as its image quality. Laufer commented that "this camera offers the best image of any digital technology I have seen. How the color is processed is truly impressive. And after being here at Sony's Digital Motion Picture Center and being able to see the fruit of our labor directly on a giant 4K screen, the satisfaction is immediate. The F65 is a great new tool. I can't wait to use it again."

Taylor Swift herself has been impressed by how Sony technology helped tell her story through a better visual and auditory experience. The singer assured that Sony's 4K technology allows fans to experience something completely new and confessed that she was very happy with the opportunity to bring something new to her fans.