A look at the new GoPro HERO 4 with the team behind the launch

With HERO 4, GoPro quality even better

By Ken Lewis  

1:54 p.m. Oct. 13, 2014

Rick Loughery, director of global media relations, Todd Ballard, director of global sports marketing and Jeff Youel, director of software engineering (left to right) hold various versions of the new GoPro Hero 4. Rick Nocon

It has been an important couple of weeks for the San Diego offices of GoPro. I made a visit this past week while they were knee deep in the launch of the brand’s newest release: The GoPro HERO 4.
How does a company improve on a camera that has already taken the world by storm? Better quality, better price points and, most of all, killer new features were what I found when I got the tutorial from PR director Rick Loughery.
New features include the HiLight system, which allows you to tag key moments in your footage for easy retrieval while editing, plus a built-in LCD touchscreen (Silver edition only) for easy viewing and scrolling, and finally, the long-awaited 4K video at 30 FPS (Black edition only). GoPro also made an introductory model, simply called the “HERO,” which has 1080 video capabilities for $129.99 and is great news for the millions of kids (and parents) who will have a GoPro camera on their Christmas wish lists.


Cardiff
What quickly impressed me was how San Diego has played such an important role in the global release of the GoPro HERO 4. All the new software, sports marketing and PR is based out of the North County office in Cardiff, which is interesting because the company’s main campus is about an eight-hour drive north in San Mateo.

While GoPro has always had a few employees based in San Diego, the company increased that number significantly a couple of years ago when it bought Cineform Studios for its software components and online editing system, which is now simply called “GoPro Studios.” The Cardiff office is also the hub for the sports marketing rollout, which was orchestrated with deadly accuracy. It was no mistake that all schedules were planned, in some instances down to the minute. The print, Web, athlete, social media, in-store promotional campaigns and pretty much anything else you have seen come across your Instagram or Facebook feeds all started with a roundtable meeting in this office.


Living the Dream
I met with San Diego native Todd Ballard, director of global sports marketing, and Jeff Youel, director of software engineering, to discuss the culture and people behind the brand. I was quickly aware of how hard the employees work toward their goals and how happy they are to be doing it. There is a real sense of pride that comes out of these offices and it’s one that is genuine and appreciated. Ballard and Youel talked about how that comes from the top down from the ever-smiling and energetic CEO and founder, Nick Woodman.

While on the rooftop meeting area, Ballard and I discussed the company’s 130 athletes and how they are a large part of the marketing rollout and are truly living the dream. I couldn’t help but realize that that ideal is exactly what people are hoping for when they set out to use this product. They want to share their version of “the dream.” Ballard said the company’s most important marketing outlet is “our consumers, hands down. Their sharing of videos is more important than anything we can dream up.”

Isn’t that the truth? Thank goodness for GoPro giving us the chance to show the world how our cats chase lasers or gazelles ram us on our bikes in Africa. I know my life is way better because of this little camera. How about you?