CINEMATOGRAPHY

We are updating our cinematographic principles to more accurately reflect our new tone of voice. This includes shot framing and composition, camera movement and the use of light and shadow. This helps us to create sophisticated, edgy and contemporary videos.

FRAMING AND COMPOSITION

Reduce compositions down to their essentials and carefully consider each shot to make it simple yet interesting, with a clear focus for the viewer
Utilize hero angles when framing our products, e.g. a bold frontal shot or a shot from under, looking up at the product. Do not be afraid to use wider lenses to strengthen this effect but avoid deformation of products, people and perspectives of the interior architecture
Use unusual camera angles and shot compositions that grab the attention of the viewer and "challenge the expected"
Be careful that these shots do not feel forced, out of place, over the top or too playful - always consider the general flow of the video and find a nice balance between unusual and traditional shots
Close-to-product communication slightly differs from media content: we are more pragmatic and product-focused while still premium and eye-catching
Use a natural flow of close-ups and mid-shots of the product, with closeups highlighting key features, materials and finish

PRODUCT VIEWS

Utilize different product views to focus on certain features or parts of the product
Standard view - in situ, we can see the entire product
Stylized view - we show the product’s premium material and finish, heroizing the product, with the camera facing slightly up
Detail view - we focus on specific and key features of a product, demonstrate the differential technological advantage

CAMERA MOVEMENT

We prefer the camera to be moving at all times
The movement should be dynamic but not too aggressive and forced
For close-ups and medium shots, try to keep the camera always in motion. When the subject is moving (talent, product), the camera should track it
For wide shots, use a subtle camera movement: a slight zoom-in or a loose tripod pan
If possible, try to time the more dynamic camera moves to beats in the music
Avoid using slow-motion in an excessive way

USE OF LIGHT AND SHADOWS

Use soft natural light with a subtle contrast between light and shade
Subtle accents of warm and cold colour temperatures are OK on the environment but not on the product - the product should be lit neutrally
If there is a coloured cast from a light in the scene, the source should be visible. This way, the viewer can make the connection between the tinted light and where it came from.
There should be no shadow going across the product
When filming in a studio consider the use of a photographic backdrop behind windows
For more information, see Lighting