April 17, 2020
How do professional cinematographers make products look good enough to buy?
Commercial cinematographers are like Will Smith in Men in Black; they take everyday items and say, “I make this look good.”
They do. They take boring stuff—cellphones, hamburgers, and cars—dress them up, throw some light on them, cast some spells, and end up with an object that looks tantalizing enough to buy.
It’s honestly pretty magical.
But how do they do it? Well, in this video, Indy Mogul’s Ted Sim taps commercial DP Kazu Okuda to break down several examples of product cinematography and share some trade secrets that might help you the next time you’re hired to make beef bottles, work boots, and juicy steaks look sexy.
As you can see from the video, these setups are deceptively simplistic.
It might look as easy as throwing a single beer bottle, work boot, or steak on a table and hitting record, but in reality, a lot is going on.