We pride ourselves on a strong sense of mission and our connection with the filmmaking community. Our product philosophy is simple and consists of the following three ideas:

1) Storytelling through movies should be limited by creativity, not by money

Good cinematography won't make up for a poorly constructed story, but good stories can always benefit from good cinematography. We believe the tools that create good moviemaking - the use of high quality lenses, follow focus, matte boxes, etc. - should be more widely available, so that good stories with less money backing it can be told better.

2) The future of movie making is digital

The future of moviemaking lies in digital technology. The increasing quality of digital cameras (especially with the increasing acceptance of HD), combined with the low cost of quality digital post-production, is opening this art form to a whole new group of storytellers for whom the cost of movie making was prohibitive. RedRock is committed to bringing high quality products for digital film making to independent film makers, documentary makers, film schools and students, and hobbyists.

3) Redrock is committed to bringing cinema-quality technology to digital filmmaking at revolutionary prices

Our mission at Redrock is simple: We bring the tools of high-end movie-making to users of digital technology at a price that just about anyone can afford. Redrock has a strong commitment to the independent film making community, and will continue to advance knowledge and understanding through our do-it-yourself instruction guides, online forums, and other means of sharing knowledge and information.