Product Lighting | Commercial Cinematography 101
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- Опубліковано 10 лип 2024
- Stay tuned to the end for a chance to win a prize!
Product lighting and cinematography is a necessary skill for any commercial cinematography. However, not all products and brands are the same, so you need to be able to tailor your lighting style and production design to each brand, as well as each product. Matte and reflective products have very different lighting considerations, and some brands will require a brighter, high-key look, whereas others work with a cinematic, moody vibe. Today, cinematographer and co-founder of ShareGrid, Brent Barbano, shows us several tips and examples for how to approach product cinematography, in this case with beer bottles.
In this episode, Brent teaches us how to approach product lighting and cinematography, specifically with beer bottles. These bottles are typically made out of amber colored glass, and are reflective, so careful consideration has to be used when planning the lighting and production design to complement the materials and colors. In our first example, we move the camera on a Dana Dolly while using a variety of colors and rectangular sources to enhance the shape and colors of the bottle. In the second example, we actually use the Dana Dolly to move the lights, while the camera remains stationary, for a cinematic reveal.
Brent also talks about the importance of making the product look as good as possible, by paying attention to every detail such as the colors on the label and how to complement them with lighting and production design. He also shows you how to light reflective products by manipulating the physical shape of light sources. Brent also discusses some amazing tips such as how to use glycerine to give bottles a refreshing, cool condensation look, and how to make bottles look like they're glowing.
Through learning how to light and cinematically shoot product commercials, you'll be able to open up more doors in commercial cinematography. You'll learn how to craft your lighting to enhance the desired features of a product, and make these products and cinematic commercials memorable.
Visit ShareGrid: www.sharegrid.com
Connect with Brent: / brentbarbano
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Aputure's UA-cam channel provides free, high-quality cinematography, lighting, and filmmaking educational content to help you take your film projects to the next level. - Фільми й анімація
What is your favorite product campaign and why?
Aputure I actually really like the new Vimeo ads. They don’t show the “product” or service at all, but the ads are fun and quirky, akin to vintage Geico ads. They basically show people having trouble executing everyday tasks with some copy over the screen stating that Vimeo can help.
Aputure I got to work in this one! Pacifico - Path to Discover DP’d by Devin Whetstone. It shows a very realistic South Baja/surfer lifestyle and the final product shot is beautiful, love how they took advantage of the amazing landscape as the background, and the way of lighting the bottle looks so natural and moody. We used a 12K HMI w/ a lite grid and a 8x8 Muslin to bounce natural light.
vimeo.com/162607183 🍻
I would have to give some credit to Coca-Cola. Their newer style is super simple - red background, white text and amazing shots of either a glass of soda or a bottle of soda. One recent spot just focused on the soda being poured while they tracked text through the liquid. I also enjoyed the sound mixing in one where they made the effervescent fizz coming off the top of a glass mimic fireworks and a crowd cheering.
The Galaxy Watch campaign was mesmerizing! The lighting was absolutely gorgeous! Wonderful color balance, amazing reflections, and engaging movement!
The HTC "phone that gets you" commercial. It always stood out to me because I thought they were crazy for stating how attached people were/would become to cellphones; that it was the first thing you see in the morning and the last thing you see before going to bed. But here we are, years later and I still think about that commercial, how it was ahead of its time and how it's way more relevant today than it was when it came out. Also the fact that it had Nina Simone's Sinnerman in it made it really memorable.
That was freaking nuts! The tip to make the bottle glow was so cool!
That was our favorite new tip too!
yes...but the beer does not look like beer anymore. It looks like a milky creme...So the client has to be OK with that look, or maybe less thick diffusion maybe better....But this series is pretty great! Hope more videos will follow @@aputurelighting
An old but gold campaign would definitely be the old "Old Spice" commercials featuring Isaiah Mustafa.
Back in school, you couldn't find a single person who couldn't reference these commercials.
It was always hilarious watching these as a young teen.
What amazed me the most is that an outstanding majority of what was shown in the final product was that the shots were achieved through practical effects.
Definitely a jaw dropper for young teen Jordan.
After watched many episodes from your channel, I think this one is one of the greatest so fat. Brent has way more better knowledge than many other hosts. I learned a lot in this episode. Thank you very much. Keep it up!
That was great! My absolute favorite part of film making is employing simple techniques that result in a huge, cinematic scene. The idea of taping a bottle-shapes diffusion sheet to the bottle to make it glow... Love it!
My favorite product campaigns are all jewelry. Because of a minimalistic size of a product and all the shining parts and reflections - you have to work really hard and smart to light it properly! It’s really an art!
My favourite product campaign was Coke's Share a Coke campaign! They had multiple advertisements that showed people getting Coke with the names for their family and friends with the iconic 'drinking out of a coke bottle' shot. It's my favourite because it was very long lasting and unique, and encouraged people to buy their drinks.
Favourite ad campaign has to be the original MacBook Air coming out of that manilla envelope. Simple but such effective imagery which makes it hard to forget - especially when other laptops were so bulky and heavy at the time. Thanks for the amazing video as always Aputure team!
my mind is blown. This is just like how it's made but sooo much better. Thank you for the tips and tricks and the very in depth process explanation of how you guys light products
The Dos Equis ads with the Dos Equis Guy. Not only are they lighting the product but the lighting on the Guy (and other people depending on the spot) has to be believably complimentary without taking prominence over the product.
Great overview! I really enjoyed some of the teasers DJI released for the Mavic 2 Pro/Zoom products. The way they showed off the lines and design of these drones and how they had tho shape the light to highlight those features was very cool!
My favorite product campaign this year is Toyota's 2019 commercials with "Toni" Harris the female football player. It displayed the product while telling a mini-story simultaneously.
My favorite product campaign was the Fruit Roll-Up commercials of the 90s. They used fish eye lens, bright colors and really outrageous shots to make the product fee larger than life.
this is perfect for my research and current project to shoot some products for some clients. i love this. i have never seen product video BTS so i appreciate this a-lot.
I've learned so much about lighting from you Valentina! Awesome vid....
Spike Jonze for Apple HomePod - Welcome Home is the best product commercial hands down. I love everything about the commercial and how they advertised the product with it.
Great video! The ‘71 Coca-Cola “Hilltop - I’d Like to Buy the World a Coke” product ad was brilliant and inspirational. Coke not only nailed the campaign, but the product became more about an experience and coming together in a time that desperately needed it.
Classic throw-back! That was a good one!
Even if it isn't a real ad campaign i love peter's cote coca cola video, he shot it all in slow mo with some close ups of a coke glass bottle flying through ice.
I also love the close up of the bubbles in the coke that surely made me want to drink a coke. Also he nailed the lighting in this video and the contrast between the ice and coke with the red backround was perfect.
So. That Leko is finally coming out. That's dope.
My absolute favorite product ad was Dollar Shave Club's one from several years ago in which the guy made a jab about how our handsome grandfathers had only one razor- and polio.
My favourite has got to be any of the Pepsi ads. Not only does Pepsi have the glow in the cup, but the blue background and the extremely hd water drops make it look so good
My favorite product campaign would be the Heineken commercial where there were 2 groups the girls in the wardrobe and the guys with a fridges full of beer, just beautifully amazing, simple yet catchy ads
my favorite product campaigns are the original adidas commercials from the 80s done with RUN DMC. The idea of promoting sport shoes not with authentic rap stars, close to the people, was so much more valuable than any other commercial with sportsmen before. not only letting a product look good, but telling a reasonable story with a commercial let's a product shine. ...and by that i don't talk for example about lincoln and matthew mcconaughey ;)
Aputure youtube tutorial is my favorite campaign because it's so good which I can't stop watching :) Now I've starting to research Aputure lighting equipment on the website
Tada!
The Tide Ads with David Harbour. They are hilarious. Every Superbowl ad is a Tide ad now.
Subaru's campaigns are my favorite! Because they are all about dogs, family, love, and exploring!
The "blair witch project" trailer was probably the most ingenious ad campaign I can remember. Still freaks me out.
My favorite ad campaigns were the old "You got the right one" Pepsi commercials with Ray Charles in the early 90s/late 80s.
Product campaign? Which one to choose? The AXE One and AXE Call To Arms ads? Perhaps the Lexus Strobe commercial. Maybe the Sainsbury's 1914 Christmas commercial. I'll have to go for the Sony Bravia Bouncy Balls and the Johnnie Walker: The Next Step ads, and that may or may not be my final answer.
I loved this video and the entire lighting and setup breakdown! It's insane how much work goes into lighting a product. This is the job for a perfectionist. But as a beer enthusiast, I have one small critique. The white paper on the back side of the bottle adds a really pretty light, but it seems just a little too bright, giving the beer an unfiltered look (hazy). It still looks great, but I'm not sure how happy a beer company would be with it since it wouldn't show the true color of the product. Perhaps tin foil would do the trick, reflecting more light and removing the "flatness" you get from the white paper, although that would eliminate the back light. But it could be underlit!
So solid, this channel is just killing it with great tips
Great tips guys! Keep it up!
Easily, my favorite marketing campaign for a product is Exploding Kittens. Their video is spot on...
My Favorite Product Campaign is Coco- Cola Campaign . they are always good and make the product drink more natural connecting with a story that leaves a memory to remember the product always.
One of my favorite product campaigns is def the Old Spice campaigns with all the practical effects. You should make an update to your "how to light a one take" video using some of your newer lights/products.
Definitely agreed on the "lighting a oner" idea!
My favorite ad campaign would be the Old Spice Campaign! I just enjoyed how the guy would be on a horse to being on an island. I love how Old Spice don't take themselves so seriously.
I saw how much effort it took to make those in one shot. amazing stuff. Had no idea it was actually one shot.
incredible, this is the best lighting I have seen.
AirPods. That was brilliant how they complimented the color of AirPods with the color of the room and the color of the skin! Perfect ad
The new Miller Lite vs Bud Light commercials are hilarious!
So cool guys. You are masters at your craft. Loved this video!
My favourite campaign are always apples! I don't know why but they are so satisfying to watch.
Favorite ad campaign has gotta be the old spice commercials with terry crews, they were so weird and funny and grabbed your attention
The Tide to Go "talking stain" commercial from about 10 years ago always makes me laugh and is lit very simply, but well.
Thats awesome. The best Aputure UA-cam video ive seen since I subscribed a year ago
Well thank you! Plenty more where that came from!
I would like to nominate the 1971 "I'd like to buy the world a Coke" hilltop ad. It's seem simple, but if you look each bottle of coke that is held by the singers they are backlite and look nice and cold. Coke is the master of selling an emotion tied to its product.
Filming some product video next week. Thank you! And wish me luck:D
Good luck!!
The Heineken commercials from a few years ago. They were epic and really set the mood. Also notice that the beer itself hardly plays a role in their advertising. They never actually drink it.
My favorite marketing campaign was the recent twitter stunt done by burger king. How they went down 10 years in twitter timeline and liked multiple tweets of the influencers. Which gained them a buzz they needed to announce something. I loved it because it was pure genius and didn't involve any money at all.
Another trick to tame reflections on the bottle is to spray the bottle with matte lacquer. It's not obvious that you sprayed the bottle when you look at it, but you'll like the look.
Great video, lots of good lighting tips to try!
Excellent work, Brent!
Fantastic - thank you for sharing!
Awesome behind the scene tutorial!
I think the Wazzup commercial campaign takes the cake! Especially when they came back years later and made a modern-day version where the same guys had aged.
Awesome tips! Thanks !
Super nice tricks, thank you!
The Dana dolly light lives on 💡💨
#eclipsebutnotreally
that's just.. F-n great!
This was a really fun shoot!
Great video, great tips!
Have to say the Old Spice one-shot ads are still my favorite. They made an impression. (But I still don't use Old Spice.)
Any Old Spice commercial! They’ve always made fun, unique and unexpected tvcs.
Would love some tips on lighting for drone videography from the pros. Huge range of exposures can be challenging
Im late to this party by a couple of years! But was interested to see that in these approaches you didnt shy away from harsh and broken reflections in the bottles which to me is more realistic to most environments in bars/clubs/home, compared to the often seen setup of a double diffused strip box either side both also going thru a sheet of diffusion for a gradient highlight either side
It all depends on what the clients want! Thanks for the comment.
This is dope!!!!! 💖❤️🧡💛💚💙💜💖
This is amazing!
On the Mark 💯
My favorite product campaign was HelloFlo with The Camp Gyno video
Love these vids but most of us youtubers don’t have the expensive 120d with all the accessories we have the smaller Aputure lights that are more portable like the AL-MX and F-7. Can you please do some more of these cinematic set ups using the more practical lights? Thx
Amazing!!
Had a question 'not completely off topic' but will the Aputure Amaran MC 12 pack Kit have numbers written on the back of each device? I can see that being extremely useful for previs and set design planning.
Sooo good !
I don't know the name but there was some work safety ads in Canada a couple years ago that went viral due to the shock value of the productions and I remember thinking, "Damn, that actually leaves a memory." Apparently not as well though cause I don't remember if it was a brand advertisement or just a safety conscious thing.
this video slays!
what was the spot attachment for the brick wall?
Nike Unlimeted You is amazing! it's so funny and inspiring
I imagine the trick of putting the diffused paper behind the bottle only works with colored glass? Or would you use this technique with clear bottles as well? Like liquour bottles...
I have a 24-70 2.8 Sigma, do you think a macro lens would be necessary for product video shoot?
I don't get it. The second shot only had quasar lights. Why would you feature this video in the apeture channel? I think It's great that you did though
Watched. Then liked. 😊
My fav product campaign is the VW Commercial where the mini Darth Vader uses his power to turn on the car
My favourite ad campaign is definitely Heineken #OpenYourWorld
Awesome
Interesting.✌️
I love Coke-Bottles!
I really liked the product campaign "Veltins V+ Do Things". So Full of energy, I think the title of this campaign says it all ;) I think it's on Vimeo, check it out!
Panda Cheese, without a doubt! An Egyptian hilarious campaign.
It's videos like this that make me want to buy an aputure lol
I love your videos they provide so much value to us as learners and as a potential customers. But how you light the video speakers is little off
Do you guys have a tutorial on how to shoot food?
Thanks for using my idea! How do I get my prize
Love this BTS
tnx alot @aputure
I still think Apple has some of the best product videos!
Cool
1.53 how to make that text please teach me
Los brillos de la parte frontal de la botella estan mal. Así no se ilumina una botella.
My favourite product AD is short film "Dear Brother", made for Johnnie Walker. It has so well written, touching story. And I believe that best advertise sells no products, but feelings, these product can provide. Link to the video: ua-cam.com/video/h2caT4q4Nbs/v-deo.html
Great content - what app did you use to animate the presentation itself? (callout label animation, and so on.)
Amazing content thank you for sharing if I'll have pleasure to try it I'll share with you thank you
Coca cola has always been really good at making their products look cold and tasty.