Cinematography

Framing and composition

To create truly delicate and premium visual communication, framing should be unfussy and clutter-free. Reduce compositions down to their essentials and carefully consider each shot to
make it simple and elegant with clear focus for the viewer. Keep it simple and elegant so the viewer knows where the focus should be.

Use a natural flow of close-ups and
mid-shots of the product, with closeups highlighting key features,
materials and finish.

Use depth of field creatively with foreground or background elements out of focus with nice and smooth bokeh effect. Focus on detail or just isolate and simplify image composition.

Camera angles and movement

Camera movement should be minimal. Avoid handheld filming (unless very subtle) in favor of gentle movement created with a ‘loose head’ tripod and fluid tracking shots.

In general try and avoid extreme low or high angles in favour of camera positions and lenses that mimic a persons natural field of view. Similarly, avoid extreme wide angles or close ups that make our products look distorted or excessively big.

Make sure the key element of interest is positioned in the middle of the screen. It’s best where possible to leave ample space
around the subject to allow for
cropping in post-production.

Product views

For product-centric shots without people, make use of the following tips:

Allow for more depth and detail about the products
Show product’s material and finish
Show up-close and detail
Show product in aspirational home setting or on a richly coloured background
Use contrasting materials
Design-focused propping
Show product’s key features
Link the outdoors if necessary through light and shadows