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Product Lighting | Commercial Cinematography 101 

Aputure
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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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Summary:
Aputure's RU-vid channel provides free, high-quality cinematography, lighting, and filmmaking educational content to help you take your film projects to the next level.

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23 июл 2024

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Комментарии : 136   
@aputurelighting
@aputurelighting 5 лет назад
What is your favorite product campaign and why?
@ericthomasjohnson
@ericthomasjohnson 5 лет назад
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.
@joseantoniovargasgaribay6891
@joseantoniovargasgaribay6891 5 лет назад
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 🍻
@BrentCine
@BrentCine 5 лет назад
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.
@alessandrovalentino3406
@alessandrovalentino3406 5 лет назад
The Galaxy Watch campaign was mesmerizing! The lighting was absolutely gorgeous! Wonderful color balance, amazing reflections, and engaging movement!
@jaredadams6577
@jaredadams6577 5 лет назад
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.
@ThisIsTechToday
@ThisIsTechToday 5 лет назад
That was freaking nuts! The tip to make the bottle glow was so cool!
@aputurelighting
@aputurelighting 5 лет назад
That was our favorite new tip too!
@brmoogma
@brmoogma 5 лет назад
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
@liangjunzha5483
@liangjunzha5483 5 лет назад
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!
@Ultiyplayer
@Ultiyplayer 5 лет назад
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.
@DmitryCherednikov
@DmitryCherednikov 5 лет назад
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!
@excursioncuts6424
@excursioncuts6424 5 лет назад
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!
@bernice_chu
@bernice_chu 5 лет назад
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.
@nextpeakproductions
@nextpeakproductions 3 года назад
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
@seecraig
@seecraig 5 лет назад
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.
@jasonwalton6311
@jasonwalton6311 5 лет назад
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.
@directoradamg
@directoradamg 5 лет назад
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.
@BrentHagyVideography
@BrentHagyVideography 5 лет назад
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!
@saskelee
@saskelee 5 лет назад
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.
@MattQuattro
@MattQuattro 5 лет назад
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!
@heyyitsandy
@heyyitsandy 5 лет назад
I've learned so much about lighting from you Valentina! Awesome vid....
@insanejughead
@insanejughead 5 лет назад
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.
@ALoydR
@ALoydR 5 лет назад
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.
@108hugh
@108hugh 5 лет назад
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
@modelsport2858
@modelsport2858 5 лет назад
Tada!
@StephenHildreth
@StephenHildreth 5 лет назад
So. That Leko is finally coming out. That's dope.
@maxxender
@maxxender 5 лет назад
Subaru's campaigns are my favorite! Because they are all about dogs, family, love, and exploring!
@s3xypotato
@s3xypotato 5 лет назад
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.
@grad-dd9zj
@grad-dd9zj 5 лет назад
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 ;)
@ryanceasarjimenez8523
@ryanceasarjimenez8523 5 лет назад
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
@anchen9828
@anchen9828 5 лет назад
incredible, this is the best lighting I have seen.
@MyGelInaBottle
@MyGelInaBottle 5 лет назад
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
@nicholasjude7937
@nicholasjude7937 5 лет назад
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.
@deangeloscott
@deangeloscott 5 лет назад
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.
@insanejughead
@insanejughead 5 лет назад
Definitely agreed on the "lighting a oner" idea!
@Clockwork9
@Clockwork9 5 лет назад
So solid, this channel is just killing it with great tips
@HarrisonWaters
@HarrisonWaters 5 лет назад
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.
@aputurelighting
@aputurelighting 5 лет назад
Classic throw-back! That was a good one!
@indymogul
@indymogul 5 лет назад
Great tips guys! Keep it up!
@JonJagsNee
@JonJagsNee 5 лет назад
Easily, my favorite marketing campaign for a product is Exploding Kittens. Their video is spot on...
@DmitryCherednikov
@DmitryCherednikov 5 лет назад
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
@jonjoy-gaba315
@jonjoy-gaba315 5 лет назад
The "blair witch project" trailer was probably the most ingenious ad campaign I can remember. Still freaks me out.
@thomasjbrablec
@thomasjbrablec 5 лет назад
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!
@tinaquarles7199
@tinaquarles7199 3 года назад
So cool guys. You are masters at your craft. Loved this video!
@TheDangerousBrew
@TheDangerousBrew 5 лет назад
The Tide Ads with David Harbour. They are hilarious. Every Superbowl ad is a Tide ad now.
@AlexMinor
@AlexMinor 5 лет назад
My favorite ad campaigns were the old "You got the right one" Pepsi commercials with Ray Charles in the early 90s/late 80s.
@dominikhaberstock
@dominikhaberstock 5 лет назад
My favourite campaign are always apples! I don't know why but they are so satisfying to watch.
@chrismetcalf7010
@chrismetcalf7010 5 лет назад
Excellent work, Brent!
@PascalTristanRedney
@PascalTristanRedney 5 лет назад
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.
@JDubyafoto
@JDubyafoto 5 лет назад
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.
@Universalwindowsdirect
@Universalwindowsdirect 5 лет назад
Great video, lots of good lighting tips to try!
@modelsport2858
@modelsport2858 5 лет назад
Fantastic - thank you for sharing!
@mariowolf112
@mariowolf112 5 лет назад
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.
@SharpDesign
@SharpDesign 5 лет назад
I saw how much effort it took to make those in one shot. amazing stuff. Had no idea it was actually one shot.
@kevinnickens
@kevinnickens 5 лет назад
Favorite ad campaign has gotta be the old spice commercials with terry crews, they were so weird and funny and grabbed your attention
@davidalanmedia
@davidalanmedia 5 лет назад
Awesome behind the scene tutorial!
@ChadRHembree
@ChadRHembree 5 лет назад
Thats awesome. The best Aputure RU-vid video ive seen since I subscribed a year ago
@aputurelighting
@aputurelighting 5 лет назад
Well thank you! Plenty more where that came from!
@reelrene
@reelrene 5 лет назад
The new Miller Lite vs Bud Light commercials are hilarious!
@alexanderSnilsson
@alexanderSnilsson 3 года назад
that's just.. F-n great!
@justyouweight6775
@justyouweight6775 5 лет назад
The Tide to Go "talking stain" commercial from about 10 years ago always makes me laugh and is lit very simply, but well.
@fidelreyna
@fidelreyna 5 лет назад
Super nice tricks, thank you!
@Chris-py3ec
@Chris-py3ec 5 лет назад
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.
@DylanHaskin
@DylanHaskin 5 лет назад
Awesome tips! Thanks !
@bicktoriousmedia4667
@bicktoriousmedia4667 5 лет назад
Great video, great tips!
@johnleighdesigns
@johnleighdesigns 2 года назад
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
@aputurelighting
@aputurelighting 2 года назад
It all depends on what the clients want! Thanks for the comment.
@OurZeroFuture
@OurZeroFuture 5 лет назад
Would love some tips on lighting for drone videography from the pros. Huge range of exposures can be challenging
@valentinavee
@valentinavee 5 лет назад
This was a really fun shoot!
@MarkArnett
@MarkArnett 5 лет назад
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.
@ikereed6847
@ikereed6847 5 лет назад
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.)
@maximbeliy
@maximbeliy 2 года назад
Filming some product video next week. Thank you! And wish me luck:D
@aputurelighting
@aputurelighting 2 года назад
Good luck!!
@ericthomasjohnson
@ericthomasjohnson 5 лет назад
This is amazing!
@MezcalBuzz
@MezcalBuzz 2 года назад
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...
@Chadisms
@Chadisms 5 лет назад
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
@AstroSirrus
@AstroSirrus 4 года назад
This is dope!!!!! 💖❤️🧡💛💚💙💜💖
@shamirjaweed
@shamirjaweed 5 лет назад
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.
@ricardopaquino
@ricardopaquino 5 лет назад
My favorite product campaign was HelloFlo with The Camp Gyno video
@MichaelDavidWiller
@MichaelDavidWiller 5 лет назад
On the Mark 💯
@jagbirsingh5791
@jagbirsingh5791 5 лет назад
Sooo good !
@CaseyMcBeath1
@CaseyMcBeath1 5 лет назад
The Dana dolly light lives on 💡💨
@aputurelighting
@aputurelighting 5 лет назад
#eclipsebutnotreally
@peterkertesz2861
@peterkertesz2861 9 месяцев назад
I have a 24-70 2.8 Sigma, do you think a macro lens would be necessary for product video shoot?
@diegopisante
@diegopisante 5 лет назад
Amazing!!
@Tyfourteen
@Tyfourteen 5 лет назад
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.
@Thief.Of.Dreams
@Thief.Of.Dreams 5 лет назад
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.
@JanKeiferJaim
@JanKeiferJaim 5 лет назад
what was the spot attachment for the brick wall?
@uber1138
@uber1138 5 лет назад
Any Old Spice commercial! They’ve always made fun, unique and unexpected tvcs.
@ArnieRodriguez
@ArnieRodriguez 5 лет назад
this video slays!
@xLightcrystalx
@xLightcrystalx 5 лет назад
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
@gone4good
@gone4good 5 лет назад
Watched. Then liked. 😊
@EmilioVela
@EmilioVela 5 лет назад
Nike Unlimeted You is amazing! it's so funny and inspiring
@Deyvian77
@Deyvian77 5 лет назад
Awesome
@Ben-id1tc
@Ben-id1tc 5 лет назад
Do you guys have a tutorial on how to shoot food?
@REVIEWSONTHERUN
@REVIEWSONTHERUN 5 лет назад
Interesting.✌️
@followyourfocus
@followyourfocus 5 лет назад
I love Coke-Bottles!
@ArginArgin
@ArginArgin 5 лет назад
My favourite ad campaign is definitely Heineken #OpenYourWorld
@mehdilamaafar5823
@mehdilamaafar5823 5 лет назад
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
@TheDavinci2012
@TheDavinci2012 5 лет назад
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!
@ArlisaSThomas
@ArlisaSThomas 5 лет назад
My fav product campaign is the VW Commercial where the mini Darth Vader uses his power to turn on the car
@jameschandler4276
@jameschandler4276 5 лет назад
It's videos like this that make me want to buy an aputure lol
@MisterRobota
@MisterRobota 5 лет назад
Panda Cheese, without a doubt! An Egyptian hilarious campaign.
@richardericson3670
@richardericson3670 4 года назад
1.53 how to make that text please teach me
@offcenterconcepthaus
@offcenterconcepthaus 5 лет назад
Great content - what app did you use to animate the presentation itself? (callout label animation, and so on.)
@hunterd8020
@hunterd8020 5 лет назад
Thanks for using my idea! How do I get my prize
@ab00781
@ab00781 5 лет назад
Cool
@DanielMendes-ch
@DanielMendes-ch 5 лет назад
Love this BTS
@bilalrasheed5450
@bilalrasheed5450 4 года назад
tnx alot @aputure
@pshim08
@pshim08 5 лет назад
I still think Apple has some of the best product videos!
@manuelgilmontero
@manuelgilmontero 3 года назад
Los brillos de la parte frontal de la botella estan mal. Así no se ilumina una botella.
@januszciechowskiphotograph7297
@januszciechowskiphotograph7297 4 года назад
Amazing content thank you for sharing if I'll have pleasure to try it I'll share with you thank you
@jayh7061
@jayh7061 7 дней назад
my favourite campaign product is never because im new, am i still eligible? :( nvm it was 5 years ago (cry)
@EMakhonin
@EMakhonin 5 лет назад
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: ru-vid.com/video/%D0%B2%D0%B8%D0%B4%D0%B5%D0%BE-h2caT4q4Nbs.html
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