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Soda Commercial. Dragon + Anamorphic + LA

Demetri Zuev

Demetri Zuev

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Here's a commercial for IZZE Sparkling juice I directed recently. It was shot around LA on my Dragon with a pretty basic handheld setup.

60 second version:


30 second version:


Would love to know what you guys think.

P.S.: Guess the anamorphic :)

P.P.S.: Links for folks on iOS - https://vimeo.com/159564765 and https://vimeo.com/159564662
 
Great spirit, looks like a fun shoot. Lots of great shots, specifically I love the reflection shot in the beginning, the ferris wheel two shot, and the wides. :)
 
Both versions look really nice! Wonderful lighting, exposure and camerawork. I love the shot of the girl on the hoverboard. I also like the natural grade. There is little more obnoxious than trying to make ads look 'done'. I don't know lens signatures very well but I really want to know what you used. Actually I'd love to see a 'plan' of how you shot this.

The only teeny tiny problem was the one shot at the 13sec mark on the 1 minute version. The light was just a bit too flat. Funny how some things stand out in just a couple of seconds, isn't it? I suppose you can't always help these things. Sometimes the difference between 100% and 95% is out of your control.

If I was a commercial DP I'd love shoots like this. I would happily give the more complicated VFX-heavy jobs to others.

I'm not against 2.35:1 but if this is an ad, and TVs are all 16:9, why compose for 2.35? I would still shoot with anamorphic lenses but I'd compose for 16:9. For the cinema screen, it's a different question.

My criticisms are very minor and have nothing to do with the cinematography. I don't envy the brand manager for that product - how does one pronounce 'IZZE'? Is it European or English? I like the brief overall but it does have issues - it has the feel of being a bit too generic in places. I certainly think that the music for the 30 second version was composed with the path of least resistance in mind. It's not bad, actually, but it might make some people want to turn off the sound during the ad break. It also sounds like somebody got it out of a stock collection. The 1 minute version had better music. I'm just being hyper critical because, hey, I'm sitting at a desk at home. :-)
 
Chris McKechnie said:
Nice stuff. Great look. Lots of diverse locations...you guys get that all done in a day?
Click to expand...

Thanks Chris! That would've been a long day if this was the case. We were filming during a period of three days - one full day, one "night" day (from sunset till 11pm) and one "early morning" day from sunrise till 2.

Just moving to a different location with this number of them takes a lot of time.
 
Kristopher Colavecchio said:
Great spirit, looks like a fun shoot. Lots of great shots, specifically I love the reflection shot in the beginning, the ferris wheel two shot, and the wides. :)
Click to expand...

Thanks Kristopher! Yeah, that was a lot of fun, especially on the third day morning under a very cold wind where actresses were pretending that it's a warm California breeze :)
 
I really liked them. The colors an energy of the spot with the music really match nicely. I know someone else was questioning the 2:35 ratio, but I loved the fact that it wasn't 16:9. It give it quite a different feel than having a full 16:9 image.
 
Hi,

I'll play.

Lomo RoundFronts? Though I think maybe Kowa's as the lowlight stuff is pretty clean and they're sharp at T3.2 as opposed to T4 right? Flares are similar?

Craig Lees
3d Stories
ED & SX UK
Lomos Anamorphics & Canon SSC sets
 
Flare look like kowa, s couple times it looked like a square front flare though
 
I think that this is really well shot. I love all the natural light, especially the back lighting from the sun. I think that tonally it works with the mood really well. Great job.
 
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