Smile for the Camera: The Courage to Be Seen

Imagine walking up to a stranger and saying, "Hi! I'm making a documentary about you." No warning, no preamble—just an invitation to be seen, to share, to be part of something larger than themselves.

Some will smile and lean in, eager for the chance to tell their story. Others will hesitate, questioning the motive. Some will refuse altogether, preferring to stay in the background rather than step into the spotlight.

This is Smile for the Camera, a project that isn’t just about strangers—it’s about courage. And in the world of business, the same principles apply. A truly courageous organization doesn’t hide behind carefully curated messaging, fear of criticism, or avoidance of the unknown. Instead, it steps forward, embraces transparency, and welcomes engagement, just like the individuals who dare to say yes to the lens.

Radical Transparency: Being Seen for Who You Are

The most courageous companies don’t just control their narrative—they live it. They recognize that authenticity builds trust, and trust builds loyalty. Just as the people who agree to be filmed in Smile for the Camera show themselves without pretense, courageous organizations allow themselves to be seen—flaws, strengths, and all. They don’t hide behind PR facades; they engage with their audience, even when it’s uncomfortable.

Lesson for Business: Be open about challenges, successes, and ongoing growth. People connect with what’s real, not what’s rehearsed.

Engaging with the Unknown: The Leap of Faith

There is no way to predict how a stranger will react to being approached on camera. That moment of uncertainty—the space between extending the invitation and receiving an answer—is where courage lives. Businesses face similar moments every day: launching a new initiative, responding to criticism, or innovating in ways that might fail. The courageous ones don’t shy away from these leaps; they trust that something valuable will come from engaging with the unknown.

Lesson for Business: Taking risks is not reckless—it’s necessary. The companies that grow are the ones that push beyond their comfort zone.

Letting Go of Control: Trusting in Real Interaction

Traditional business thinking revolves around control: controlling the message, the branding, the customer experience. But real human connection—like the kind that happens in Smile for the Camera—is not controlled. It is organic, unexpected, and often surprising. The most courageous organizations understand this. They allow real interactions to shape them rather than dictating every conversation from the top down.

Lesson for Business: Let employees, customers, and the market help shape the organization’s evolution rather than forcing a pre-designed script.

Permission to Be Seen: Embracing Visibility

Not everyone says yes to being filmed. Many people hesitate not because they don’t have a story, but because they fear judgment. Businesses do the same thing. They avoid transparency, dodge difficult conversations, or over-polish their messaging. Courageous organizations, on the other hand, step up and say, “Here we are. This is us.”

Lesson for Business: Visibility requires vulnerability. And vulnerability, when handled with authenticity, fosters deep connections.

Turning Fear into Opportunity

Many people fear being put on the spot, yet those who embrace the moment often find it exhilarating. The same goes for businesses—whether it’s responding to public criticism, embracing innovation, or tackling an industry shift, what first appears as a threat can often be a gateway to something greater.

Lesson for Business: Instead of avoiding fear, use it as a guidepost for where growth needs to happen.

The Takeaway: Every Business is on Camera

Whether they like it or not, businesses—just like individuals—are always on camera. Customers, employees, and competitors are all watching. The choice isn’t whether to be seen, but whether to be seen with courage.

Just as some strangers will step forward with a smile in Smile for the Camera, courageous companies step forward in the marketplace, not just to sell, but to connect. To be real. To be bold.

So, the question is: If someone walked up to your organization and said, "Hi! I'm making a documentary about you," would you be ready to say yes?

We’d love to hear from you! If you were being interviewed for Smile for the Camera, what questions would you want to be asked? What questions would you like to ask others? Share your thoughts in the comments or reach out directly.

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Live Large. Be Bold. Have Faith. Fear Nothing.

Smile for the Camera: The Gear I’m Thinking of Using

Why Not Just Use My iPhone?

You might be thinking, Why go through all the trouble? My phone shoots 4K video, has built-in stabilization, and I can edit in seconds. And you’re right. But Smile for the Camera isn’t just about recording moments—it’s about capturing them in a way that makes people feel seen. It’s about creating something that doesn’t just document but elevates.

That’s where the Sony ZV-E1 comes in. This isn't just a camera; it’s a storytelling tool. When I walk up to strangers and say, Hi! I’m making a documentary about you, I want them to feel like they’re part of something special, not just another social media clip. The right gear signals intent, quality, and most importantly, respect for the subject.

So here’s the gear I’m thinking of using, and why each piece matters.

The Core Setup

Sony ZV-E1 (The Heart of the Operation)

• Full-frame sensor for incredible depth of field (a cinematic look phones just can’t match)
• Insane low-light performance, because real life doesn’t always happen under perfect lighting
• AI-powered subject tracking, so even if a stranger shifts mid-conversation, they stay in perfect focus
• Built-in stabilization that makes every shot smooth without the need for a heavy rig

The Lenses: Seeing the World Differently

• Sony 20mm f/1.8 G – Wide enough to capture context without distortion, fast enough to create stunning background blur.
• Sony 35mm f/1.4 GM – The perfect storytelling lens. Natural perspective, shallow depth, gorgeous bokeh.
• Tamron 70-180mm f/2.8 – For those candid moments when I want to capture reactions from a slight distance.

Audio: Because Bad Sound Kills Great Video

• Sony ECM-B1M Shotgun Mic – Directional audio to cut through background noise in busy environments.
• DJI Mic Wireless System – If I need to mic up someone for deeper conversations, this keeps things clean and crisp.

Support & Stability: Keeping it Smooth

• DJI RS3 Mini Gimbal – When handheld stabilization isn’t enough, this ensures cinematic movement.
• Peak Design Travel Tripod – Quick to deploy, rock solid, perfect for spontaneous interviews.

Lighting: Making Faces Shine (Without the Shine)

• Aputure MC RGBWW Lights – Tiny but powerful, perfect for adding a little fill light without making things feel artificial.
• Zhiyun Fiveray M40 LED Light – Bright enough to handle low-light scenarios but compact enough to throw in a bag.

Extras & Essentials

• SanDisk 128GB Extreme Pro SD Cards – Because running out of storage mid-interview isn’t an option.
• SmallRig Cage for ZV-E1 – A lightweight way to mount accessories without overloading the setup.
• Sony NP-FZ100 Batteries – More power, fewer interruptions.

Why Am I Even Telling You This?

Because gear matters, but it’s not the star—you are. The people being filmed, the stories being told, the courage it takes to step in front of the camera—that’s the real magic. The equipment just makes sure that magic is captured in a way that does it justice.

And maybe, just maybe, you’ve been thinking about taking your own storytelling up a notch. If so, this list is a solid place to start.

What gear do you swear by for capturing the world around you? Let’s talk.

Louis Katz, keynote speaker and founder of The Courage Inside, works with organizations to build courageous companies and inspire transformative results. With a special focus on military and first responder communities, he understands the unique challenges of stepping into the arena when trust, resilience, and courage matter most.