Shoot or no shoot

An honest split, from a studio that builds films in motion. Tick what applies. The column with more ticks is your answer, and a mix is normal.

Faces, hands, a first sip, a real reaction. If the buyer has to believe a person, film a person.

Testimonials, founders, taste, fit.

A restaurant, a hotel, a store, a factory. If the place is the product, show the real place.

Generated rooms look like generated rooms.

When the product itself is the hero: a bottle, a tub, a device, a box. Motion gives you control a shoot cannot, and it is faster.

Launch films, flavour films, listing loops.

Pre-launch products, renders, buildings on paper. You cannot film what does not exist, and you should not wait until it does.

Pre-orders, investor decks, real estate.

Ingredients, mechanisms, data, anything a camera cannot see. Exploded views and cutaways are motion's home ground.

Tech, supplements, engineering.

Shoot the people once, well. Build everything around the product in motion. Most good campaigns are a mix.

One shoot day, a year of product content.

Ask one question: what has to be real for my buyer to believe it? Film that. Build the rest.

That answer is your budget split.

• A real person has to be believed
• The place is the product
• Food has to be eaten, clothes have to be worn
• You need a library of real lifestyle moments

• The pack or device is the hero
• The product does not exist yet
• You need to show the inside, a mechanism or data
• You need many variants that must match exactly
• The deadline is under two weeks

• Shoot people and places once, in your brand's light and colours
• Build product films and variants in motion around that footage
• Agree one colour grade so both halves look like one brand

What has to be real for my buyer to believe it? Film that. Build the rest.