Drone videography has been gaining quite a bit of attention in the action sports world. Providing the opportunity to record footage from never-before-seen angles, the breakout industry has the ability to alter how such films are created, making the POV shots available with products such as a GoPro seem like old news. Seattle-based Shifted Cinema is one such aerial cinematography company showing viewers what’s possible in film with the assistance of remote-controlled helicopters.

Shifted Cinema President and Pilot Weylin Rose said the company’s formation was influenced by a number of aspects of his and CEO Ethan Fortney’s lives. The two have been friends for years, and both were heavily interested in photography and videography while growing up. They gained experience both participating in and taking footage of ski and bike competitions, breaking into the action sports market equipped with new ideas that could help advance the industry.

“I’ve always been infatuated by anything remote controlled,” Rose said. “A few years ago, Ethan was stoked about what his friends were doing with a similar business, and he suggested we try to cut our own way. Mid-April 2012 was when our LLC was formed.”

So far, Shifted Cinema has worked with National Geographic, Xbox One, Mountain Dew, Triumph Motorcycles, USA Hops, Peloton Technologies, Wai Koloa Beach Resort, the Out of Nothing documentary, Formula Drift, Pacific Raceways, eGarage, and more.

“We pursue a lot of action sports out of the love for the sports and the aerial video challenges and rewards they present, but we are approached and applied to nearly any production team that is looking to set their work apart and add an element of creativity that can’t be obtained with any other style of service,” he said. “We work on TV shows, documentaries, commercial productions, event coverage. The sky is truly the limit (and yes there are hundreds of ‘bad puns’ we can make about our job—it only goes up from here).”

As for what’s been his favorite project so far, Rose had a hard time picking just one. “We’ve done so many things that have been mindblowing to me. Showcasing the Salts Flats in Bonneville was one of the most incredible and unique experiences. We also recently shot some whitewater kayak stuff, which was intense.”

It’s projects like the one revolved around kayaking that present high consequences. He said it’s imperative to make sure every detail was being carried out precisely. But the pros outweigh the cons enormously, as Rose said the kayaking industry received their work extremely well. “It’s different than what most people are doing right now,” he continued.

In addition to getting certain industries to understand what is possible through drone cinematography, Rose said there are plenty of new challenges on a personal level he has to face with each project. “For the pilot [while filming kayaking], it’s about getting comfortable while standing on the edge of a cliff that overlooks a river,” he explained. “You’re so focused on the objects surrounding the helicopter,” that it’s sometimes hard to realize where you’re actually standing.

“But we’re pursuing what we wanted to do and we’re reaching our goals. We’re getting these opportunities to keep progressing our craft,” he said. “We can travel, make connections, shoot new things. It takes so much time to develop proper experience, and every time you’re in a shoot, you’re in a new scenario. Every time you show up to fly a [remote-controlled] aircraft, the logistical factors change.”

Rose said he’s now at a point where he’s satisfied with his base knowledge and is much more comfortable taking on new projects. At the same time, he recognizes there are still plenty of people who are uncomfortable with the use of drone technology, and said he thinks there are a lot of people flying them without proper training, namely because the cost of devices is decreasing quickly.

“Most of the time, people who are in disagreement and don’t like the technology in one of these types of operations, they tend to have a pretty undereducated opinion about it. People tend to be afraid of what they don’t understand,” he said. “We try to be a positive influence in [the industry]. People assume their privacy will be violated because there’s a camera flying around.”

Rose said it’s something he finds almost amusing. Compared to the lack of privacy in so many other areas of our lives, namely the Internet, he said he doesn’t understand why people are so concerned about a small helicopter that is being used to capture footage for a project. “A lot of people are just against the government using these helicopters. Additionally, a lot of people just don’t have the experience to operate one.”

It’s circumstances like the one that occurred last month when a woman was struck by a drone while competing in a triathlon that make people wary of the technology. While in the running portion of the Endure Batavia Triathlon in Australia, Raija Ogden was hit on the head by a drone that was being operated by New Era Photography and Film while capturing footage of the race. Ogden fell to the ground and was bleeding from the head, although it was not known if the blood was a result of the drone hitting her or from her head hitting the ground. Regardless, the news did not present drones in a favorable light.

“You need to know what you’re doing and be able to do it safely,” Rose continued. When asked if he thought specific requirements should be put in place in order for people to use drones, he wasn’t sure about the specifics, but said there are definitely precautions people need to take.

Professionalism and accountability are the two most important factors for those who work in the drone videography field, he said. “If you want to work on sets and film professionally—even if you’re just wanting to do your own stuff—if you’re around numerous subjects in a fairly uncontrolled environment, you really have to make smart choices about where you’re flying and who you’re flying over.

“You have to be responsible. Know your limits, your surroundings, your equipment,” Rose continued. “We have liability insurance that we hope we won’t ever have to use, but you need to have it. Most of [the jobs we’ve done] you can’t even get without having liability insurance.”

In addition to the triathlon accident, novice drone use has been in the news in regard to use at national parks. A recent Los Angeles Times article reported about Yosemite National Park’s warning that was issued earlier this month regarding “illegal drone activity.”

“The park has experienced an increase in visitors using drones within park boundaries over the last few years. Drones have been witnessed filming climbers ascending climbing routes, filming views above tree-tops, and filming aerial footage of the park,” officials said in a statement, while also noting that the use of drones within the park is illegal, although that has yet to be confirmed. “Drones can be extremely noisy, and can impact the natural soundscape. Drones can also impact the wilderness experience for other visitors, creating an environment that is not conducive to wilderness travel.”

In response to whether or not he thought the Federal Aviation Association was going to create rules for the use of drones, Rose said whatever happens, he thinks it’s necessary for professionals in the industry to be involved in the conversation. Because there’s a large gap between people who are using drones on their own in an irresponsible way and the professionals who use drone technology for cinematography, what should happen in the future of drone use is a heated argument.

As for his future, Rose said, “We try to walk this balance of attacking as many different areas as we can, but not spreading ourselves too thin. We’re pushing really hard to perfect our craft.”

Episodes and clips by Shifted Cinema are available to watch for free on CarbonTV.com, an online video destination for outdoor-themed shows. Check out the company’s demo reel as well as the video below that shows a behind-the-scenes look at how Shifted Cinema filmed whitewater kayaking.

Image by Ethan Fortney/Shifted Cinema