WHAT: 🎬 Creating a stylish brand focused video for Apeksdiving 50th Anniversary, we wanted to include product shots that felt like there was substance behind them rather than purely stylish shots. 🤿 With their long standing heritage being a focus of the video, we set out to present the the products that supported this idea in a subtle way. Emulating a time-lapse, we wanted it to fit with the dark and moody feel of the piece. It made sense to imitate moonlight tracking the sky, with the products taking pride of place. HOW: 🌧️ We set out to shoot the scenes in real coastline environments, meaning we needed to be mobile and adaptable (thanks to the British weather) 💡In the dead of night on a beach in Wales, we rigged the 600D light on the end of a boom pole with a counterweight directly over the camera and swinging it behind the product we were able to create swinging shadows the cast across the product. 🌊 We try to utilise natural elements as much as possible, we could have made this happen in a studio, but we wanted the real textures of nature. Nature is normally a better designer, including imperfection and randomness to scenes that we people normally shy away from. 🪰 It doesn’t come without it’s challenges though. The main thing we didn’t consider was the swarms of flies that our lights would attract... This turned out to be quite an issue, the only way around it was to take breaks and then get the shot as fast as we could before they return WHY: 🎥 Sometimes it works to just make things look nice and stylish, nothing wrong with that... but for videos to stand the test of time it’s important to us to have reasoning behind what we’re doing. In this case it led us down a route that landed us on a great visual hook. Often the full reasoning won’t be obvious to people watching it, but that doesn’t always matter, sometimes the power of a video is not quite knowing why it affects you in a certain way. Fiona Norbury / Apeksdiving
