Fast Company's Co.Design waxes lyrical about the Blackmagic Cinema Camera's beauty and promised practicality, but also wonders, "The Blackmagic Cinema Camera is undeniably sexy, and sends a very clear message: professional filmmaking gear should be beautiful, not just functional. And what’s wrong with that message? It works for Apple. But the design language of the Blackmagic Cinema Camera feels a bit off all the same. It’s saying: Love me. You know you want to. But what it should say is: Trust me. Based on what I’ve seen, I’m just not sure I do."
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