TVC / Commercial

Director of Photography

Arri Alexa
Master Primes

Heatable
Anattic

Notes

Andy and I set out to create a visually quick and efficient story. Shot composition, size, and movement were considered as these would affect the pacing of the ad and the communication of crucial visual information. Alice, our art director, did an incredible job with the set design - every time I watch the ad, I see something new, from the robot cup Gary is drinking from at the end to the cushions on the sofa.

I worked closely with Alice on set dressing, paying attention to the practical bulbs and light sources, such as the fish tank. We hung sheers around the kitchen windows to filter/soften the external lighting source provided by a 12x12 ultra bounce and M18 HMIs. Internal lighting was a combination of Sky Panels, Litemats, and Astera tubes.

I used camera filters to separate the two states of cold, life before the boiler, and warm, life after ordering the boiler. The warmer scene has a slightly lower contrast and slightly more diffusion.

I kept the lens choice neutral and modern to allow for the performance and visual information to cut right through; this gave us options of using wider lenses that suffer from less distortion due to some physical restrictions in the location.