Composed, aesthetic, natural, and glued together by impeccable colour grading. That’s what I feel should be baseline for the look on this project.
I think shooting 4:3 for our master visuals would be a unique choice in this. Over time, the irregularity of deliverables has led me to gravitate towards shooting open gate large format. It allows to maximize resolution for multiple format outputs, digital zooms, or do punch-ins without having to change framing… But I think the 4:3 frame could really lend itself to the “photographic” approach on these scripts.
I want to focus on making a couple key aesthetic decisions which will seperate our visual language with the repetative (and honestly redundant) look of most beer ads that are out there.
One more bold visual choice could be to rely on lenses at the wider end of the spectrum to capture more of what’s going on in the background and have a wider depth of field. Leaning more into anything below a 35mm could net us some interesting compositions when it comes to our action, and let the longer lens us on our product shot stand out.
Overall, I think we go with a DP who has expressed skill in shooting product, but who has keen aesthetic instinct for composed and simple framing.