When Motion Control Is Worth It—and When It’s Not

Motion control cinematography is powerful. But it’s not a universal solution—and knowing when not to use it is just as important as knowing when it elevates a project.

In 2026, motion control is often requested early in commercial treatments. Sometimes it’s the right call. Other times, it adds complexity without real creative or strategic benefit.

This post is about making the right decision, not defaulting to technology for its own sake. As a director of photography, my job isn’t to use motion control on every shoot—it’s to choose the approach that best serves the story, the product, and the distribution strategy.

When Motion Control Is Absolutely Worth It

There are clear scenarios where motion control isn’t just helpful—it’s transformative.

1. Repeatability Is Required

If a shot needs to be recreated exactly across:

• Multiple days

• Different products

• Multiple formats

• Still + video capture

Motion control is the right tool. There’s no substitute for true repeatability.

2. Tabletop & Product Cinematography

Small-scale work magnifies inconsistency.

Motion control excels when:

• Products are shot close-up

• Parallax matters

• Micro-adjustments are critical

• Compositing is planned

In tabletop production, precision isn’t optional—it’s the foundation.

3. Food & Beverage With Liquid Interaction

Liquids don’t forgive mistakes.

Motion control becomes essential when:

• Pour timing must match camera movement

• Multiple liquid passes are required

• High-speed is involved

• Consistency matters across edits

Without motion control, these shots rely on luck. With it, they’re engineered.

4. VFX, Compositing, and Post-Heavy Workflows

If post-production is doing heavy lifting, motion control simplifies everything.

It supports:

• Clean plates

• Pass alignment

• Seamless composites

• Efficient retiming

Shots designed for post perform better in post.

5. Multi-Deliverable Commercial Campaigns

Modern campaigns demand volume.

Motion control is worth it when:

• Content must scale across platforms

• Crops and reframes are expected

• Long-term asset reuse matters

This is where ROI compounds quickly.

When Motion Control Might Be the Wrong Choice

Just because motion control can be used doesn’t mean it should.

1. Performance-Driven or Human-Centered Stories

Some moments thrive on imperfection.

Handheld or organic movement often works better for:

• Lifestyle storytelling

• Documentary-style brand films

• Emotional, human-led narratives

Motion control can feel sterile if the goal is intimacy.

2. Tight Budgets With Minimal Post Needs

Motion control adds:

• Setup time

• Pre-planning

• Technical overhead

If a project:

• Needs only a few simple shots

• Has no compositing

• Won’t scale across formats

The return may not justify the investment.

3. Fast-Turn Social Content

Not all content needs cinematic longevity.

For:

• Rapid social trends

• Short-lived campaigns

• Lo-fi brand moments

Speed often matters more than precision.

4. When Creative Is Still Unclear

Motion control rewards preparation.

If:

• The concept is fluid

• The client is undecided

• The visual direction is evolving

It may be better to explore creatively first, then lock precision later.

Motion Control vs Traditional Camera Movement: A Strategic Comparison

Use Case | Best Tool

Tabletop product cinematography - Motion control

Food & beverage pours - Motion control

High-speed splash moments - Motion control

Lifestyle storytelling - Handheld / dolly

Documentary-style content - Handheld

Fast social content - Traditional movement

The best productions often mix both.

The Hybrid Approach: Where Most Projects Land

In 2026, many commercial shoots use a hybrid strategy:

• Motion control for hero shots

• Traditional movement for lifestyle or supporting visuals

This allows:

• Precision where it matters

• Energy where it counts

• Efficiency across the full deliverable list

Hybrid workflows often produce the strongest results.

Why Agencies Appreciate This Decision-Making

Agencies don’t want technology—they want confidence.

When a DP can clearly explain:

• Why motion control adds value

• Where it improves efficiency

• When it’s unnecessary

It builds trust.

In competitive markets like Los Angeles, that clarity separates technicians from strategic collaborators.

Motion Control Is a Tool, Not an Identity

The biggest misconception is that motion control defines a cinematographer’s style.

It doesn’t.

Style comes from:

• Shot design

• Lighting choices

• Timing

• Storytelling intent

Motion control simply executes those decisions with precision—when precision is needed.

Final Thoughts

Motion control cinematography is one of the most powerful tools in modern commercial production—but only when used intentionally.

It’s worth it when:

• Precision protects creativity

• Scale demands consistency

• Post-production needs alignment

It’s not worth it when:

• Emotion outweighs control

• Speed matters more than polish

• The story thrives on imperfection

The goal isn’t to use motion control everywhere.
The goal is to use it where it makes the work better.

Motion Control in Food & Beverage Cinematography: Turning Chaos Into Choreography

Food and beverage cinematography is one of the most demanding corners of commercial production. Liquids spill unpredictably. Condensation forms and disappears. Ice melts. Foam collapses. Timing is unforgiving—and once a moment passes, it’s gone.

That’s exactly why motion control has become non-negotiable in high-end food and beverage work.

In 2026, brands aren’t just selling taste. They’re selling feeling, refreshment, luxury, and precision. Motion control allows those qualities to be designed deliberately, rather than hoped for on set.

This post dives into why food and beverage cinematography benefits more from motion control than almost any other category, how it’s used in real commercial workflows, and why agencies increasingly expect it as standard.

Why Food & Beverage Cinematography Is Inherently Unstable

Unlike solid products, food and beverages are constantly changing.

Every shoot battles:

• Gravity

• Temperature

• Evaporation

• Surface tension

• Human timing limitations

A liquid pour will never behave the same way twice. Even subtle changes in speed or camera angle alter how the product reads on screen.

Traditional handheld or dolly-based movement introduces variation at the exact moment when consistency matters most.

Motion control removes that variable.

Motion Control Turns Fleeting Moments Into Repeatable Assets

At its core, motion control allows food and beverage moments to be recreated with surgical accuracy.

This is critical for:

• Beverage pours

• Carbonation bursts

• Ice drops

• Cream or milk interactions

• Garnish placements

• Condensation reveals

Once a camera move is programmed, it can be replayed exactly—whether that’s minutes or days later.

That repeatability transforms food and beverage cinematography from reactive to engineered.

Beverage Cinematography: Designing the Perfect Pour

Beverage cinematography is one of the clearest examples of motion control’s power.

A single pour might require:

• Multiple liquid densities

• Different lighting passes

• Clean plates for compositing

• Slow-motion and real-time versions

With motion control:

• The camera move stays identical

• The pour timing can be refined

• Different liquids can be swapped

• Mistakes don’t mean starting over creatively

For beverage director of photography work, this precision allows you to chase perfection, not just coverage.

High-Speed + Motion Control: Where the Magic Happens

When motion control is paired with high-speed cinematography, food and beverage visuals shift into another tier entirely.

This combination allows:

• Ultra-detailed splash moments

• Floating liquid forms

• Suspended ice and garnish movement

• Cinematic slow motion with camera travel

Without motion control, syncing camera movement to high-speed action becomes guesswork.

With it, every element—camera, liquid, timing—is choreographed.

The result doesn’t feel technical.
It feels luxurious.

Tabletop Food Cinematography Demands Micro-Precision

Tabletop cinematography exaggerates everything.

At close distances:

• A millimeter is a major framing shift

• Minor vibration ruins a shot

• Speed changes alter perceived texture

Motion control excels here because it allows:

• Micro-adjustments to camera position

• Perfect parallax around food items

• Seamless transitions between hero angles

• Consistency between stills and motion

This is why tabletop food cinematography and motion control are now inseparable in premium commercial production.

Lighting, Reflections, and Why Motion Control Matters

Food and beverage lighting is often more complex than the movement itself.

Reflections, highlights, and specular detail must:

• Stay consistent across takes

• Align perfectly for compositing

• Match brand visual language

Motion control ensures the camera never becomes a lighting variable.

When movement is locked:

• Lighting tweaks are intentional

• Reflections stay predictable

• Post-production becomes cleaner

This saves time in both shooting and finishing.

Motion Control and Multi-Deliverable Campaigns

A single food or beverage shoot rarely produces a single output anymore.

Brands now expect:

• Broadcast commercials

• Vertical social content

• Website loops

• Digital billboards

• Paid ad variations

Motion control enables one core setup to serve all of these formats.

Because the move is repeatable:

• Crops remain usable

• Reframes stay aligned

• New edits don’t require reshoots

This is one of the biggest reasons agencies are pushing for motion control in food and beverage production.

Why Agencies Expect Motion Control in 2026

In competitive markets like Los Angeles, food and beverage campaigns operate under intense scrutiny.

Agencies expect:

• Predictable execution

• High-end polish

• Flexibility in post

• Reduced risk on set

Motion control delivers all four.

It allows agencies to promise bold creative ideas—without gambling on execution.

Motion Control vs “Getting It in One Take”

There’s a romantic idea in filmmaking about capturing the perfect take organically.

Food and beverage work doesn’t reward romance. It rewards control.

Motion control doesn’t remove artistry—it protects it by allowing:

• Iteration without loss

• Refinement without drift

• Creativity without chaos

You’re no longer chasing the moment.
You’re building it.

The Long-Term Value for Food & Beverage Brands

From a brand perspective, motion control isn’t about one shoot—it’s about longevity.

It allows brands to:

• Reuse visual language across campaigns

• Maintain consistency across product lines

• Scale content without visual degradation

• Build recognisable cinematic identity

That consistency compounds over time.

Final Thoughts

Food and beverage cinematography sits at the intersection of unpredictability and expectation. Audiences want realism—but brands demand perfection.

Motion control bridges that gap.

It transforms liquids into performers.
It turns timing into choreography.
And it allows food and beverage visuals to feel intentional, elevated, and cinematic—every single time.

In 2026, motion control isn’t a luxury for food and beverage cinematography.

It’s the standard.

Motion Control Cinematography for Commercials: Why Brands Are Investing in Precision in 2026

Motion control cinematography has moved far beyond being a “cool technical trick.” In 2026, it’s become a strategic production tool that brands actively seek out when consistency, scale, and visual impact matter. From beverage commercials and beauty product launches to high-end tabletop productions, motion control is no longer optional—it’s a competitive advantage.

As a director of photography working in commercial cinematography, I see this shift daily. Agencies and brands are no longer asking if motion control is worth it. They’re asking how to use it more effectively.

This blog breaks down why motion control cinematography has become essential for commercial work, how it supports modern brand needs, and where it delivers the biggest ROI in production.

What Motion Control Cinematography Actually Solves for Brands

At its core, motion control cinematography allows a camera to move through perfectly repeatable, programmable paths. That repeatability unlocks solutions that traditional camera movement simply can’t offer.

For brands, this solves four major challenges:

• Consistency across campaigns

• Scalability for multi-platform content

• Creative freedom without risk

• Efficiency on set and in post

In commercial production, those four factors directly affect timelines, budgets, and brand perception.

Consistency Is the New Creative Currency

In 2026, brand consistency is more important than ever. A single product launch may require:

• A 30-second broadcast spot

• Multiple vertical social cuts

• Website hero videos

• Paid ad variations

• International re-edits

Motion control allows a product to be captured once, with camera paths that can be reused, refined, and reprogrammed across formats.

This means:

• Identical hero moves across different aspect ratios

• Perfect alignment between stills and video

• Visual continuity across seasonal campaigns

For agencies, this consistency reduces risk. For brands, it reinforces identity.

Motion Control in Tabletop & Product Cinematography

Tabletop cinematography is where motion control truly shines. Small movements become massive visual statements when precision is dialed in.

In product cinematography, motion control enables:

• Ultra-smooth parallax moves around packaging

• Exact passes for liquid pours, splashes, and reveals

• Micro-adjustments that would be impossible handheld

• Layered takes for compositing and VFX

This is especially valuable in:

• Beauty and cosmetics cinematography

• Beverage and spirits advertising

• Food cinematography with repeatable action

• Premium product launches

The camera doesn’t just move—it performs.

Why Motion Control Is Driving Better ROI in Commercial Video Production

One of the biggest misconceptions is that motion control increases production costs. In reality, it often reduces total spend.

Here’s why:

1. Fewer Reshoots

Once a camera move is programmed, it can be repeated days—or weeks—later with identical results.

2. Faster Post-Production

Clean, repeatable passes simplify compositing, retiming, and visual effects.

3. More Deliverables Per Shoot

Brands can extract more usable assets from a single production day.

4. Reduced On-Set Risk

Complex moves are executed safely and predictably.

For commercial directors and producers, this translates into predictable outcomes, which is gold in agency workflows.

Motion Control vs Traditional Camera Movement

Traditional camera movement still has its place. But for certain commercial scenarios, motion control simply outperforms it.

Traditional Movement - Operator-dependent | Variability between takes | Limited VFX alignment | Riskier complex moves

Motion Control - Program-driven precision | Perfect repeatability | Designed for compositing | Controlled, safe execution

When stakes are high—product launches, hero ads, global campaigns—brands choose control.

Food & Beverage Cinematography: Where Precision Meets Appetite Appeal

Food and beverage cinematography is one of the fastest-growing use cases for motion control.

Why?

• Liquids behave unpredictably

• Food timing is unforgiving

• Consistency matters across edits

Motion control allows:

• Identical pours across multiple takes

• Controlled splashes and product impacts

• Repeatable lighting and reflections

• Seamless slow motion integration

For beverage director of photography work, this level of control turns chaos into choreography.

High-Speed + Motion Control: A Powerful Combination

When motion control is paired with high-speed cinematography, the creative possibilities multiply.

This combination enables:

• Slow-motion product reveals with moving perspective

• Precise timing of splashes, breaks, and impacts

• Hyper-detailed moments that feel cinematic, not scientific

Brands love this because it transforms functional products into emotional visuals.

Motion Control and Multi-Platform Content Strategy

Modern campaigns are built backwards from distribution. Motion control supports this reality perfectly.

A single motion-controlled setup can generate:

• Horizontal hero cuts

• Vertical social-first edits

• Cropped versions without reframing errors

• Still frames extracted mid-move

This is especially valuable for:

• Paid social advertising

• Website banners and landing pages

• Digital billboards and DOOH

• International adaptations

From a marketing standpoint, motion control future-proofs content.

Why Agencies Are Asking for Motion Control by Name

In 2026, agencies are no longer just hiring a director or DP. They’re assembling capability-driven teams.

Motion control has become a differentiator because:

• It signals technical leadership

• It reduces production uncertainty

• It elevates perceived production value

• It supports modern content demands

For commercial cinematographers, offering motion control is no longer niche—it’s expected at the high end.

Motion Control Cinematography in Los Angeles & Beyond

Los Angeles remains a hub for motion control-driven commercial production, but demand is expanding nationwide.

Brands want:

• Studio-ready motion control setups

• DPs who understand both creative and technical execution

• Directors who can design shots for post, not just for camera

Motion control isn’t about replacing creativity—it’s about protecting it.

The Future of Motion Control in Commercial Cinematography

Looking ahead, motion control is evolving in three key directions:

1. Faster previsualization and shot design

2. Deeper integration with VFX pipelines

3. More compact, flexible robotic systems

What stays constant is the reason brands invest in it: precision creates freedom.

When you know a move will work—every time—you can push creativity further without fear.

Final Thoughts

Motion control cinematography has become a cornerstone of modern commercial video production. Not because it’s flashy, but because it’s reliable, scalable, and strategically smart.

For brands, it delivers consistency.
For agencies, it delivers predictability.
For audiences, it delivers visuals that feel intentional, premium, and cinematic.

And in 2026, that combination is exactly what commercial storytelling demands.

Motion Control Cinematography in 2026: Why Precision Has Become a Creative Advantage

Motion control cinematography isn’t new—but in 2026, it has become foundational. What was once reserved for experimental shots or high-budget VFX work is now a core part of commercial cinematography, product filmmaking, food and beverage advertising, and premium brand storytelling.

From my perspective as a director of photography, motion control has shifted from a nice-to-have to a strategic production tool. Brands aren’t using it just because it looks impressive. They’re using it because it solves real problems around consistency, scalability, and creative control.

This blog sets the foundation by explaining what motion control cinematography really is today, why it matters more than ever, and how it’s shaping the future of commercial video production.

What Motion Control Cinematography Really Means in 2026

At its simplest, motion control cinematography is the use of robotic or motorized camera systems that allow camera movement to be precisely programmed, repeated, and refined.

But in practice, it’s much more than repeatable movement.

In 2026, motion control enables:

• Exact camera paths repeated across takes

• Identical movements for video, stills, and VFX passes

• Perfect alignment for compositing and retiming

• Creative shots that would be unsafe or impossible manually

This level of precision fundamentally changes how shots are designed. Instead of reacting on set, you’re engineering movement with intention

Why Motion Control Is No Longer “Experimental”

There was a time when motion control felt like a specialty add-on. That era is over.

Today, motion control is embedded in:

• Commercial cinematography workflows

• Tabletop and product cinematography

• Food and beverage video production

• Beauty, cosmetics, and fragrance campaigns

• High-speed and slow-motion filmmaking

The reason is simple: modern brands demand repeatability at scale.

A single campaign might require:

• Horizontal broadcast spots

• Vertical social-first edits

• Website hero loops

• Paid ad variations

• Global market adaptations

Motion control makes that possible without rebuilding the shot from scratch each time

Precision Is What Unlocks Creative Freedom

This is the part that’s often misunderstood.

Motion control doesn’t limit creativity—it protects it.

When you know a camera move will repeat perfectly:

• You can experiment with lighting changes

• You can push product interaction further

• You can layer motion, liquids, and VFX confidently

• You can refine performance without losing alignment

Instead of chasing a shot, you’re building it.

That confidence on set translates directly into better creative decisions.

Motion Control and Commercial Cinematography

In commercial cinematography, time and consistency matter as much as aesthetics.

Motion control supports commercial production by:

• Reducing reshoots

• Allowing late-stage creative changes

• Ensuring visual continuity across deliverables

• Supporting complex client approvals

For agencies and producers, this predictability lowers risk.
For brands, it ensures the final visuals match the original vision.

This is why motion control is increasingly requested by name in commercial treatments and production decks.

Tabletop Cinematography: Where Motion Control Excels

Tabletop cinematography is one of the clearest examples of motion control’s value.

When you’re working at a small scale:

• Millimeters matter

• Speed changes perception instantly

• Any inconsistency becomes obvious

Motion control allows:

• Ultra-smooth parallax moves

• Micro-adjustments to framing and timing

• Identical passes for compositing

• Controlled interaction between product, liquid, and light

This is why tabletop production and motion control are now inseparable in high-end product cinematography.

Food & Beverage Cinematography Demands Repeatability

Food and beverage cinematography is unforgiving.

Liquids behave unpredictably. Food changes shape, texture, and shine by the second. Motion control introduces order into that chaos.

It enables:

• Identical pours across multiple takes

• Consistent splash timing

• Clean slow-motion integration

• Reliable lighting and reflection control

For beverage director of photography work, motion control turns fleeting moments into designed performances.

Motion Control vs Traditional Camera Movement

Traditional camera movement still has an important place. But it can’t replace motion control in precision-driven scenarios.

Traditional movement:

• Relies heavily on operator consistency

• Introduces variation between takes

• Limits VFX alignment

• Increases risk with complex moves

Motion control:

• Is program-driven and repeatable

• Supports compositing and post-production

• Allows for extreme precision

• Scales across formats and timelines

In high-stakes commercial environments, control wins.

Why Brands Are Investing in Motion Control Now

Brands are under pressure to produce more content, faster, without sacrificing quality.

Motion control helps because it:

• Maximizes output from a single shoot

• Extends the lifespan of campaign assets

• Supports multi-channel marketing strategies

• Reinforces a premium visual identity

In markets like Los Angeles, where commercial production standards are high, motion control has become a baseline expectation for top-tier work.

Motion Control as a Long-Term Production Strategy

The biggest shift in 2026 isn’t technical—it’s strategic.

Motion control is no longer about one impressive shot. It’s about:

• Building reusable camera language

• Creating visual systems, not just visuals

• Designing content with post-production in mind

• Protecting consistency across campaigns

This mindset separates short-term production from long-term brand building.

Where This Series Is Going Next

This blog sets the foundation. The next entries in the series will go deeper into:

• Motion control for food and beverage cinematography

• Product cinematography and tabletop direction

• High-speed motion control workflows

• When motion control is worth it—and when it’s not

• How DPs are adapting their role around robotics

Motion control isn’t replacing craft.
It’s raising the bar for it.

Final Thought

In 2026, motion control cinematography isn’t about technology for technology’s sake. It’s about intentional filmmaking.

Precision creates confidence.
Confidence creates better creative decisions.
And better decisions create work that lasts.

That’s why motion control has become a creative advantage—not just a technical one.

Product Cinematography That Sells: From Beauty to Automotives

In today’s fast-scroll world, your product has less than 2 seconds to make an impression. That’s where I come in.

I’m Drew Lauer — a commercial director and director of photography in Los Angeles — and I specialize in product cinematography that doesn’t just look good, it sells. Whether I’m shooting a cosmetic product reveal, a rotating household appliance, or a chrome-drenched car hood under sunlight, the goal is always the same:

📸 Create craveable visuals that tell your brand’s story in milliseconds.

From skincare to sports cars, I’ve shot it all — often using Phantom slow motion, motion control filmmaking, and high-end cinematography techniques that deliver repeatable, scalable, and high-converting content for global campaigns.

Let’s break it down by category.

Beauty & Cosmetics Cinematography: Fluid, Textural, Precise

If you’ve ever seen a cream swirl, a serum drop gliding across skin, or a brush fluttering through lashes in slow motion — that’s not luck. That’s intentional beauty product cinematic video work.

As a beauty product videographer, I focus on:

• Light diffusion and gradients that mimic skincare’s softness

• Macro cinematography to highlight textures and shimmer

• Slow motion cameras to elongate emotional moments

• Motion control rigs for perfect choreography between camera and model

I’ve directed and shot cosmetics commercial videos for both indie brands and global powerhouses. Every project requires careful pre-visualization, testing, and collaboration with product stylists and makeup artists to ensure products look stunning under extreme scrutiny.

🧴 Tools of the trade:

• Phantom Flex 4K for slow motion

• Macro and tilt-shift lenses

• Skin-safe modifiers and bounce boards

• Studio LUX for controlled stage lighting

Whether it’s a beauty product advertisement video or a stylized product sequence for broadcast, I build each campaign to feel elevated, aspirational, and clean.

Automotive & Cars: Power, Precision, Detail

Shooting cars is a different beast altogether. It’s not just about speed — it’s about precision, control, and form.

As a cinematographer in Los Angeles, I’ve worked on everything from close-up car product shots to commercial production rolls featuring interior details, infotainment systems, wheel rims, and light movement across metal.

🔥 Key goals in automotive cinematography:

• Control reflections with polarizers, softboxes, and flags

• Use motion control photography for reveals and sweeps

• Highlight brand cues — logos, lighting, trim, color

• Use macro techniques to shoot stitching, controls, and surfaces

Whether we’re indoors at a Los Angeles video stage rental like Studio LUX or outside with drone support and daylight modifiers, I treat every angle as a chance to elevate the brand’s craftsmanship.

🚗 And yes — I shoot DP reels and BTS so you can share the process as well as the product.

Household Products: Real Function, Elevated Look

Shooting things like blenders, vacuums, air fryers, or water filters doesn’t sound sexy — but with the right techniques, it becomes visually magnetic.

As a commercial product director in Los Angeles, I’ve learned how to:

• Animate user journeys in clean, intuitive ways

• Film “invisible” features like suction, filtration, temperature control

• Build tabletop production rigs for dynamic reveals and transitions

• Use motion control filming to simulate user interactions

Product demos can feel dull without the right cinematography tips — which is why I bring a director’s eye to every scene. Even if it’s a button click or steam puff, I make sure it adds to the story.

💡Pro tip: Phantom slow motion isn’t just for beauty or food. It's amazing for demonstrating fluid motion, light cues, and internal product behavior — especially for product video in Los Angeles where competition is fierce.

Combining Motion Control, Robotics, and Drones

For complex product shots, I often integrate:

• Motion control rentals (for perfect, repeatable camera paths)

• Drone cinematography in Los Angeles (for exteriors or wide reveals)

• Phantom camera rentals (for ultra-high-speed slow motion)

Whether you’re filming a slow motion commercial, a stylized product tease, or a cinematography reel, I can scale the crew and tools to match the vision.

Most of my shoots include:

• Art department for product rigging

• Lighting crew with HMI and RGB support

• Food/beauty stylists as needed

• Full DIT and playback system

• BTS video content (because content about your content performs too)

Recent Product Cinematography Examples

🎥 Laneige Skincare Drops
Slow motion serum application across skin using Phantom and motion control rig. Textures and shine preserved in-camera. Shot at Optimist Studios.

Who Should Hire a Product Cinematographer?

If you're launching or refreshing any product in these industries:

• Skincare / Beauty / Cosmetics

• Automotive / eMobility

• Household appliances / Kitchenware

• Tech gadgets / Consumer electronics

• Wellness and fitness products
  You need a product cinematographer who understands the mix of aesthetic and engineering, sales and storytelling, precision and visual flow.

You need someone who knows how to design “thumb-stopping” moments that hook a viewer and drive the scroll-stopper into a click or conversion.

Final Word: If It’s Worth Selling, It’s Worth Filming Right

If your product needs to:

• Pop off the screen

• Tell a clear brand story

• Stand out in crowded markets

• Perform across digital and traditional channels

…then product cinematography isn’t a luxury — it’s a necessity.

I offer end-to-end production or standalone DP/director services — whatever your project needs. I shoot in LA, but travel worldwide, and I bring decades of experience, top-tier gear, and a team that delivers under pressure.

🎬 Let’s make something iconic.
📍 Director + DP based in Los Angeles
⚙️ Phantom, motion control, stylists, lighting — all in-house
🎥 Watch my director of photography reels here

Crave-Worthy Frames: Inside the Art of Food & Beverage Cinematography

If your mouth has ever watered from an Instagram ad or your scroll stopped dead at a slow-motion splash, chances are, you’ve been hooked by great food and beverage cinematography.

As a Los Angeles director of photography who’s shot everything from national QSR campaigns to indie drink brands, I’ve learned that food and beverage isn’t just about looking good — it’s about triggering cravings, emotion, and memory in just a few frames.

In this blog, I’ll break down what makes great commercial food videography and drink videography, the gear I use (yes, we’re talking Phantom slow motion), and why brands should invest in high-end food cinematography if they want to stand out.

The Goal of Food & Beverage Cinematography?

Make the viewer taste something they haven’t even touched.

That’s the whole job in one sentence. And it’s a lot harder than it looks.

When I’m directing or acting as a DP in Los Angeles for a food or beverage campaign, I focus on one thing above all: the emotional reaction. That can be:

• A nostalgic hunger

• A sense of comfort or indulgence

• The thrill of refreshment

• The sensory punch of spice, sweetness, or texture

And those emotions are triggered through light, texture, motion, and timing.

Slow Motion: The Secret Sauce

Slow motion isn’t a gimmick — it’s a storytelling tool. And for food and drink, it’s everything.

Using a Phantom Flex 4K camera, I can shoot at over 1,000 frames per second. That means I can stretch a 0.5-second soda splash into a 5-second moment of cinematic magic. Want to see condensation ripple across a glass in real time? You’ll need Phantom slow mo camera rigs and someone who knows how to light them.

Whether I’m shooting a beverage tabletop director role or capturing a burrito unwrapping in mid-air, slow motion photography makes those “impact frames” linger — long enough to make someone feel it.

And if you're looking for Phantom Flex rental or slow motion camera rental in Los Angeles — I’ve got you covered with in-house rigs and crew.

Motion Control + Food = Precision Storytelling

When I shoot drink pours, cheese pulls, or pancake stacks, I often bring in motion control filmmaking rigs. That means I can:

• Lock in a repeatable camera path

• Sync movement with lighting cues

• Layer multiple elements in post

• Hit precise marks even with live ingredients

Using tools like Colossus or MIA robotic arms, I can make commercial food video production feel like a choreographed dance — one that can be repeated until we get the perfect moment.

Food Stylists: The Unsung MVPs

None of this works without top-tier food styling and product wrangling. I collaborate with some of the best stylists in Los Angeles — people who know how to:

• Torch a steak for perfect grill marks

• Layer a sandwich so it doesn’t fall apart in camera

• Frost a glass without it melting mid-shoot

• Make an egg yolk break just right

If the product isn’t prepped for 6K detail, no amount of lighting or cinematography can save it. That’s why I only work with stylists who understand the demands of commercial production in Los Angeles.

Beverage Cinematography: From Craft Cocktails to Canned Energy

When it comes to video production for beverages, the requirements change. We’re often working with:

• Carbonation and fizz

• Cold-sensitive ingredients

• Transparent glass or condensation-heavy surfaces

• Bold colors like reds, oranges, and deep browns

Each of these elements requires specific lighting setups, modifiers, and timing tricks. Whether I’m filming a pour, a crack-open moment, or a slow swirl of an old-fashioned, I build custom rigs to get the job done.

Recent beverage projects have included:

• Pacifico can launch with high-speed Phantom and motion control rigs

• Guayaki splash ad featuring backlit yerba mate explosions

• Larceny Bourbon rollout with synced lighting passes across the bottles

BTS Video is Part of the Deliverables

Today’s brands want behind-the-scenes (BTS) video almost as much as they want final edits. That’s why I build in options to shoot BTS reels on every shoot — showing the rigging, robotics, slow motion setups, and magic that goes into every moment.

Whether you’re posting to LinkedIn, Instagram, or your website, showing how the content was made creates instant trust and engagement with your audience.

Who Needs High-End Food & Drink Cinematography?

If you’re in one of these industries — you do:

• Restaurants & QSRs

• Beverage brands (alcoholic & non-alcoholic)

• Packaged food and snacks

• Bars, distilleries, and coffee brands

• Food-tech and nutrition companies

A well-shot food or beverage cinematic video can drive conversions, awareness, and long-term brand identity. These shots live on billboards, TV, websites, and product packaging.

Why Hire a Director + Cinematographer?

Some shoots need a separate director and cinematographer. Others work best with a director/DP hybrid — someone like me who can bring a unified vision across lighting, timing, and storytelling.

If you already have a creative concept but need a food cinematographer in Los Angeles, I can step in to execute. If you want a full creative build from scratch, I can direct, plan, shoot, and deliver — with BTS and custom edits included.

Final Thoughts: Don’t Just Feed the Eyes — Hit the Taste Buds

In the world of food and beverage cinematography, you’re not just capturing texture. You’re tapping into memory, emotion, and hunger — in less than 10 seconds.

So if you’re looking for a commercial food videographer, beverage director of photography, or someone who’s got the gear, the crew, and the creativity to shoot your product with serious impact — let’s talk.

🎥 Explore my reel
📍 Based in Los Angeles
⚙️ Phantom cameras, motion control rigs, and food stylists ready

Getting on Top with Tabletop: Why Cinematic Tabletop Production is the Real Star of Commercial Filmmaking

In the high-stakes world of commercial video production in Los Angeles, there’s a cinematic subgenre that quietly dominates your screen — even if it only lasts for three seconds: tabletop cinematography. Whether it's a soda splash in slow motion, steam rolling off a burger, or a drop of serum gliding down a cheek, tabletop production is where high-end cinematography, robotic precision, and brand storytelling collide.

At the center of this precision-driven world stands the tabletop director of photography (DP) — someone who doesn’t just shoot products but transforms them into cinematic heroes.

Tabletop Cinematography: Small Scale, Big Impact

So, what is tabletop cinematography? It’s the art of filming small products and food with extreme precision — close-ups, macro lenses, motion control, and Phantom slow motion cameras all come into play.

For commercial food video production or beauty product commercial videos, these shots are often the moment that makes or breaks a campaign. They live on social, OTT ads, and even Super Bowl spots. But the real magic happens before the first light is turned on.

Planning: The Unsung Star of Tabletop Video Production

Great tabletop cinematography starts well before the cameras roll. A good tabletop DP in Los Angeles knows that storyboarding, pre-visualization, testing, and rig engineering are non-negotiable. Want to drop a cookie into milk with a perfect splash and glow? You’ll need robotics, backlighting, and a very precise splash rig.

At Lux Studios Los Angeles, where a lot of this work happens, DPs like Drew Lauer have access to the best video stage rentals, prep kitchens, and motion control gear in the business. From lighting modifiers to condensation stylists, everything must be choreographed to the frame.

Slow Motion? You’ll Want a Phantom

Let’s talk slow motion. Real slow motion.

Forget what your iPhone can do. When you’re shooting commercial food videography or a beverage tabletop ad, you need a Phantom Flex 4K — the industry-standard slow motion camera that captures 1,000+ frames per second. That beer splash, that lime drop, that serum pour? Phantom makes it silky, cinematic, and craveable.

Whether it’s Phantom Flex rental, slow mo camera work, or Phantom camera slow motion capture, high-speed cinematography is essential to tabletop filmmaking. And knowing how to light it, time it, and direct it? That’s what separates the good from the elite.

Motion Control: Frame-Perfect Magic

For those dream shots that move around a product in perfect arcs or repeat the same action across multiple takes — motion control filmmaking is the answer. Systems like Colossus or MIA camera arms make it possible to combine precision movement with robot-controlled focus and timing.

Whether you’re creating a beauty product advertisement video, a cosmetics commercial video, or showcasing bar food videography, motion control photography is often the only way to make those liquid, light, and texture sequences sing.

It’s not just about gear — it’s about motion control cinematography techniques that require deep technical know-how.

It’s a Team Sport

No tabletop production happens alone. On any given shoot, there’s a small army of food stylists, rig builders, props, product wranglers, and lighting experts working behind the scenes. Add in a director of photography, a robot tech, a DIT, and a post-production team, and it starts to look like a mini feature film.

The best DPs in film production know how to lead a team that thrives on micro-adjustments — because when your hero is a drop of soda or a perfectly lit mascara brush, there’s no room for “almost.”

What Gets Shot?

If it sits on a table and needs to look amazing — it’s tabletop. That includes:

• Food and beverage cinematography (think fast food, beer, cocktails, hot sauce, espresso)

• Beauty product cinematic video (serums, makeup, skincare, nail polish)

• Product video Los Angeles-style (cleaning sprays, candles, headphones, grooming kits)

• Bar food photography and drink videography

• Household items, kitchen gadgets, cookware, and tools

From QSR ads to luxury cosmetics, the style might change, but the process stays cinematic.

Why Tabletop Rules in 2025

In a world of 5-second ads and short-form content, you don’t have long to convince someone to care. That’s why cinematographers in Los Angeles are doubling down on micro-narratives — impact shots that tell a whole story in a flash.

Want to stand out on TikTok, YouTube, Instagram, or connected TV? You need shots that look expensive, intentional, and mesmerizing.

Tabletop is the place where visual design meets advertising strategy.

Why Work with a Tabletop DP?

A good director of photography in LA can shoot an interview. A great tabletop director of photography in Los Angeles can shoot a latte swirl, a chocolate bar break, and a shimmering serum pour — all in the same week.

This is specialist cinematography. It requires experience with:

• Phantom camera rental Los Angeles

• Lighting for macro texture

• Cinematography techniques for products

• Motion control rentals and robotics

• Stylists who prep for 4K detail

• Clients who expect seamless, fast delivery

It’s a small world, but it delivers big.

Final Word: Tabletop Is Its Own Kind of Cinematic Art

If you’re a brand, agency, or production team looking for commercial product videos, don’t underestimate the power of tabletop. It’s where the highest production value per second lives. It’s where every frame is engineered, not just captured.

And if you're looking for a tabletop videographer or DP director who’s done it all — from beauty to barbecue, drinks to drills — get in touch.

🎥 Explore Drew Lauer’s cinematography reel, BTS, and tabletop campaigns
📍 Based at Lux Studios , Los Angeles
⚙️ Phantom camera, motion control, and crew included

How to Make Products Look Cinematic in Commercial Videos

In today’s saturated content landscape, standing out isn’t just about having a good product — it’s about presenting that product in a way that feels premium, desirable, and unforgettable. That’s where product cinematography comes in. For brands investing in commercial video production, making the product the hero of the story is the single most important goal.

As a director and director of photography (DP), my job is to elevate a product beyond a simple object on screen. Through lighting, movement, composition, and storytelling, we transform everyday items into icons. Whether it’s a luxury perfume bottle, a tech gadget, or a cup of steaming coffee — the right cinematic treatment makes all the difference.

Why Product Cinematography Matters

Product cinematography is a specialized form of commercial cinematography that focuses on creating visual stories around products. You’ve seen it: the way a bottle rotates under a beam of light, the shimmer of condensation on glass, the way shadows fall to create mystery or elegance. These moments don’t happen by accident. They are carefully crafted.

This is especially important in advertising video where attention spans are short, expectations are high, and every frame has to convert. Products need to grab attention instantly — and that starts with how they’re presented.

Creating a Cinematic Look for Products

So how do we take an ordinary object and make it cinematic? Here’s my approach, built from years of experience in product cinematography and commercial video shoots:

1. Lighting Is Everything

The first step is building a lighting plan that matches the brand’s tone and the product’s shape, texture, and material. Reflective surfaces, matte finishes, translucent packaging — all of these require different lighting setups.

For example, when shooting a skincare bottle with chrome caps, we need to avoid hot spots and flare while still giving the object dimension and shine. This often means crafting custom light boxes, building bounce cards, or flagging light sources with surgical precision.

2. Motion Control for Perfect Precision

Motion control allows us to create smooth, repeatable camera moves around products. I often use robots like MIA or Colossus from Motorized Precision for motion control cinematography, especially when we want to orbit the product or pair the movement with VFX in post.

This is vital for modern advertising videos where subtle glides, push-ins, or reveals need to feel effortless and intentional — and motion control gets us there with pixel-perfect precision.

3. Set Design That Complements, Not Competes

Product is king, but the environment it sits in should elevate it. I often collaborate with art directors and stylists to build mini-sets that provide context but don’t distract. Think floating shelves for cosmetics, minimalistic tech-inspired surfaces for gadgets, or textured stone backgrounds for luxury goods.

Every prop, surface, and color is chosen with the product’s story in mind.

A Director’s Eye: Framing the Hero

As a commercial director and DP, I’m not just lighting the product — I’m building a narrative around it. What does this item represent? What mood does it carry? Is it aspirational, practical, emotional?

My shot list is crafted to answer those questions through lens choice, composition, and camera movement. A close-up macro shot of a product texture might be used to evoke quality. A wide hero shot with dramatic lighting may suggest power. Every shot is intentional.

Case Study: Making a Bottle Look Like a Work of Art

In one of my favorite beverage cinematography shoots, we had to make a standard-sized energy drink look like a cinematic centerpiece. Using motion control, we programmed a slow 360 orbit with a vertical lift. The lighting setup included edge lights to catch the curves and a rotating spotlight to simulate sunlight movement.

We used condensation spray and practical splashes in the background to add energy and texture. When the final footage came together, the bottle looked like it belonged in a feature film — not just a TV spot.

That’s the power of commercial video production when it's planned and executed by a team that understands the language of cinema.

Final Thoughts

Making a product look cinematic is about more than pretty pictures — it’s about strategy, intent, and execution. It’s about making your product feel like the hero your audience can’t ignore.

If you’re a brand, agency, or production company looking to create high-impact commercial video, I’d love to collaborate. From food cinematography to motion control video shoots, I bring an experienced eye, the right tools, and a deep love for the craft.

Let’s make your product the star of the screen.

How Motion Control Unlocks Creative Possibilities in Commercial Video Production

In the world of commercial cinematography, precision and consistency are everything. Whether you’re shooting a high-speed food pour, a dramatic product close-up, or a beverage splash in slow motion, the margin for error is razor-thin. That’s where motion control comes in — a game-changer for video production, especially in advertising video and product cinematography.

What Is Motion Control?

Motion control involves programming camera movement through robotic rigs — like the Colossus or MIA systems — to execute repeatable, ultra-precise moves. These robotic arms allow for millimeter-accurate shots that can be repeated again and again with absolute consistency. This is especially vital when working with commercial video production where visual perfection is non-negotiable.

In high-end food cinematography, for example, motion control allows the camera to capture a steaming burger stack in ultra slow motion with just the right amount of parallax and lighting precision. In product cinematography, it lets you orbit a luxury watch or perfume bottle with flawless smoothness, creating dynamic shots that would be nearly impossible with traditional gear.

Why Motion Control Matters in Commercial Shoots

From a director of photography (DP) standpoint, motion control opens up a level of creativity and flexibility that’s hard to achieve otherwise. It offers:

• Repeatable moves: Whether you’re compositing different elements or shooting variations, you can get the exact same camera path every time.

• Precision at scale: Perfect for tabletop shoots or macro video production that requires exact focus shifts, lighting changes, or tilt-roll combos.

• Complex choreography: Match movement to music cues, VFX markers, or in-camera transitions for jaw-dropping sequences.

These features make motion control ideal for advertising video, where each frame has to sell an idea, emotion, or product feature — and it has to do it with visual clarity and impact.

Bringing Ideas to Life Frame by Frame

When Drew Lauer is behind the lens — and behind the joystick — motion control cinematography becomes a tool to elevate not just visuals but storytelling. Clients often come in with an ambitious storyboard that seems impossible. With motion control and proper pre-visualization (pre-viz), Drew and his team can break it down and build it up again into something that’s not just feasible, but remarkable.

Take the example of a food commercial video where a spoon swirls through yogurt and berries land in place mid-motion. The robot is programmed to match the food choreography precisely. Each take is reviewed, refined, and reshot until the action syncs perfectly — all while maintaining lighting consistency and visual rhythm.

Or think about a product cinematography shoot where a sleek tech gadget glides through beams of light on a turntable. With Colossus, Drew can achieve those arcs, flares, and pull-backs in camera — not in post — bringing a real tactile feel to the footage.

Challenges (And Why They’re Worth It)

Let’s be honest — motion control is not plug-and-play. It requires intensive setup, creative programming, and a deep understanding of cinematography. But the results are cinematic magic.

Drew often compares it to conducting an orchestra: every movement, cue, and frame must work together harmoniously. There are moments when a robot is off by a centimeter and everything has to be reset. But that’s the difference between just “capturing a shot” and “crafting a visual.”

When brands want to elevate their advertising video to a level where every detail is in sync — from the lighting on a soda bottle to the reflection on a car logo — motion control delivers.

Elevating the Role of the Director/DP

For Drew, using motion control isn’t just about tech for tech’s sake. It’s a way to support his work as a director and DP, combining artistic vision with technical execution. From overseeing set builds and lighting to coordinating with food stylists or product specialists, motion control allows Drew to be hands-on while also staying focused on the bigger picture.

Because of its precise nature, motion control also enhances collaboration between departments — something vital for a successful commercial video shoot. Art directors, brand leads, and editors can view the same take and know exactly what they’ll be working with in post.

Future-Proofing Commercial Cinematography

As the industry continues to demand shorter timelines and higher production value, motion control cinematography is poised to be a staple in Los Angeles commercial video production. The ability to plan, iterate, and deliver repeatable results is invaluable — not just for DPs, but for producers, editors, and clients.

From food cinematography to product cinematography, the demand for dynamic, scroll-stopping content is only growing. Robots like Colossus and MIA aren’t just cool gear — they’re creative allies in telling visual stories with impact.

The Art of Making Food Look Irresistible on Camera

In the world of food cinematography, few things are as satisfying—or as technically demanding—as making everyday ingredients look larger than life. The way light hits the skin of a tomato, the rise of steam from grilled vegetables, or the slow-motion pour of syrup on pancakes can all transform simple products into cinematic centerpieces. It’s not just about visuals—it’s about emotion, storytelling, and appetite appeal.

As a Director of Photography (DP) specializing in food cinematography, commercial cinematography, and advertising video, I’ve learned that success comes from precision, planning, and a deep understanding of the craft. Whether it’s a commercial video for a national fast food brand or a boutique health drink, the goal remains the same: to make viewers feel something—and crave what they see.

Lighting: The Secret Ingredient in Food Cinematography

Lighting is where it all begins. Unlike narrative film, where lighting supports story or mood, in food cinematography, it serves the dish. Food has texture, sheen, translucency, and volume. Lighting must showcase every element—especially in macro shots or slow-motion moments.

I often use soft overhead lighting combined with edge lights to highlight contrast and shape. For glossy foods—like chocolate ganache or glazed fruits—I’ll tweak reflections to add depth and dimension. It’s not just about brightness; it’s about sculpting with light.

In commercial cinematography, every lighting decision impacts the final outcome. A slight change in angle or intensity can turn an average plate into a mouthwatering visual masterpiece. My job as a DP is to make that transformation happen, shot after shot.

Motion Control: Bringing Precision to Food Cinematography

When working with motion control, I can design and program robotic camera movements with millimeter accuracy. This is crucial in food cinematography, especially when we’re shooting dynamic sequences like pouring drinks, melting cheese, or food splashes.

Motion control allows me to repeat complex moves across multiple takes, which is invaluable for VFX integration and multi-layer composites. Want to capture that perfect moment when a burger lands on a bun in slow motion? Motion control can deliver the repeatability needed to nail the timing, lighting, and focus every time.

From tabletop commercials to advertising video campaigns, the combination of motion control and product cinematography creates a workflow where the product can be the undisputed star of the show.

Camera Movement: Adding Flavor Through the Lens

Food looks great in stills, but it comes to life with camera movement. As a cinematographer, I use dolly moves, jib sweeps, slider shots, and crane lifts to create dynamic, engaging visuals. Motion sells the sizzle—literally.

For example, I love pulling focus across multiple dishes in a single shot, or doing a parallax move around a plated entrée to give it depth and elegance. These movements add a premium feel to the production and help elevate commercial videos into cinematic territory.

Whether I’m working with a traditional crew setup or using cinema robots for ultra-smooth, pre-programmed shots, camera movement is always strategic. It’s not just to look good—it’s to tell a story and guide the viewer’s eye.

Pre-Production: Planning the Perfect Plate

You can’t “wing it” in food cinematography. Everything is pre-planned—from lighting diagrams to shot lists to food styling coordination. In pre-production, I collaborate with creative directors, stylists, and set designers to align on the visual tone and messaging. Are we going for indulgent and rich? Fresh and healthy? Rustic and homemade? Each look requires different technical choices.

I’ll also scout the location for ideal lighting setups and test out motion control moves in advance. Previs is a huge part of commercial video production—especially for product cinematography that demands precision.

When the team is in sync during pre-production, the shoot flows smoothly, and the final advertising video is that much stronger.

Collaboration on Set: It Takes a Village

Food cinematography is a team sport. Stylists, gaffers, grips, camera assistants, robot techs, VFX supervisors—we all work together to make the product look its best. My role as a DP is to communicate clearly, stay nimble, and make sure each shot is executed as planned.

On some shoots, I’ll be directing high-speed cameras while also operating motion control robots. On others, I might be working alongside a creative director to adjust compositions on the fly. Versatility and teamwork are essential to success in any commercial cinematography setting.

Why I Keep Coming Back to Food

There’s a special kind of joy in shooting food. It’s relatable, universal, and deeply emotional. Everyone connects with it. In my career as a cinematographer, food shoots have been some of the most challenging—and the most rewarding.

What I love most is how food cinematography combines so many elements of the craft: lighting, motion, storytelling, composition, color. You get to use the full creative toolkit. And the results—when done right—are stunning.

From national campaigns to boutique product videos, I approach each job with the same dedication: making the product the hero and turning simple ingredients into cinematic stars.

A Guide to Motion Control Filmmaking

Motion control filmmaking is transforming how we shoot commercials, music videos, and branded content. If you’ve seen a perfectly timed liquid splash or a dynamic camera movement that loops seamlessly—you’ve probably witnessed motion control in action. Let’s break down what it is, how it works, and why it's become essential in commercial video production.

What is Motion Control?

Motion control is a system of programmable camera movement using a robot arm. It allows filmmakers to repeat precise camera paths down to the millimeter, frame by frame. This unlocks advanced visual effects, product showcase shots, and unmatched timing precision.

At Drew Lauer Creative, we often shoot with the MIA and Colossus robot arms by Motorized Precision, both capable of executing cinematic robot movements at high speeds.

Why Use Motion Control?

• Repeatability: Match camera moves across multiple takes or elements for VFX work.

• Precision: Nail complicated shots with consistent results.

• Creativity: Explore angles and transitions impossible with traditional rigs.

It’s invaluable for tabletop production, slow motion cinematography, and synchronized multi-element shots.

Typical Motion Control Workflow:

1. Pre-Viz: We map out camera moves digitally, test timing, and adjust for product framing.

2. Set Build: The team rigs everything around the robot's movement paths.

3. Shoot: We run multiple passes—hero, plate, effects—on the same track.

4. Post: VFX integrates everything with perfect alignment.

Best Uses for Motion Control:

• Beverage cinematography (pour shots, sprays)

• Product cinematography (360 turns, hero reveals)

• Food cinematography (ingredient drops, sauce slow-mo)

• Music videos (match cutting in loops)

The Robots I Use:

• MIA: Compact, fast, ideal for tight tabletop spaces.

• Colossus: Larger reach, powerful for dramatic moves and bigger set pieces.

Both are staples in my commercial toolkit as a Los Angeles DP specializing in motion control filmmaking.

Conclusion:

Motion control filmmaking isn’t just a tool—it’s a language. It allows directors and cinematographers to bring precise, stylized, and technical shots to life. From commercial video production to high-speed tabletop cinematography, the potential is limitless. If you're looking to elevate your next shoot, motion control might be your secret weapon.

Top 10 Considerations for a Director of Photography on Food and Beverage Commercials

Shooting food and drink may look simple, but food cinematography is one of the most technical and rewarding challenges for a director of photography. As someone who spends much of my time shooting food and beverage commercials in Los Angeles, here are 10 crucial things I keep in mind every time I step on set.

1. Lighting is Everything:

Food needs to feel natural, crave-worthy, and three-dimensional. I often lean toward soft key lights, bounce fills, and subtle backlight to create a sense of freshness.

2. Lens Selection for Texture:

Close-up macro shots demand lenses that render crisp details. I frequently use tilt-shift or probe lenses for hero shots that show melting cheese, bubbling sauces, or condensation.

3. Motion Control Makes It Pop:

Motion control in food cinematography allows us to repeat dolly moves over and over—ideal for complex multi-layer shots. It’s a must for high-end tabletop production, especially when syncing to slow motion.

4. Collaborating with Food Stylists:

Working with top-tier stylists is essential. They make the food look beautiful; I make it cinematic. The relationship between the DP and stylist is built on trust, timing, and visual taste.

5. Controlling Reflections:

Shiny surfaces like glasses and glazes can easily pick up unwanted reflections. Flags, diffusion frames, and polarizing filters are all key tools in managing highlights and focus.

6. Color Accuracy:

A burger should look juicy and golden brown—not flat or over-saturated. I work with calibrated monitors and often pre-light scenes using stand-ins to perfect the look.

7. Storytelling Through Movement:

Even in a 6-second ad, movement matters. A slow reveal of a taco on a turntable, a whip pan into a table spread—these moves give energy to the product.

8. Planning with Pre-viz:

Pre-visualization is crucial. I often sketch out camera moves or run simulations using motion control software. This makes shoot day more efficient and creative.

9. Shoot with Post in Mind:

I coordinate with the post team to ensure color grading, VFX, and timing align with how we captured footage. This reduces surprises in delivery.

10. Make the Product the Hero:

At the end of the day, the food is the star. I approach each setup with reverence—how can we shoot this burger like it’s a movie star?

Conclusion:

Being a food and beverage cinematographer means thinking like a chef, engineer, and visual poet all at once. Whether I’m shooting fast food, craft beer, or upscale cocktails, the same rules apply: capture emotion, texture, and flavor. From product cinematography to tabletop production, these 10 steps guide my process every time.

What is Cinematography? And What Does a Cinematographer Do on a Commercial Shoot?

Introduction:

Cinematography is more than just pointing a camera and hitting "record." It’s the heart of visual storytelling—the art of crafting a scene that speaks as much through lighting, lensing, movement, and mood as it does through dialogue or action. As a director of photography (DP) based in Los Angeles, I’m constantly asked, “What exactly does a cinematographer do?” Let’s break it down.

The Role of a Cinematographer:

A cinematographer, also known as a director of photography, is responsible for the visual execution of a film or commercial. While the director interprets the script and leads the talent, the DP brings that vision to life with cameras, lighting, composition, and movement.

In commercial production, this includes:

• Collaborating with the director and creative team during pre-production

• Choosing camera packages, lenses, filtration, and lighting gear

• Designing camera movements and working closely with grip and electric teams

• Overseeing test shoots and pre-visualization (pre-viz) work

• Directing the lighting setup to achieve a particular mood or look

Why Cinematography Matters in Commercials:

In advertising video and commercial video production, time is money. Brands invest heavily to tell compelling stories in 15 to 60 seconds. Every frame counts.

Product cinematography in particular requires precision. Whether you’re filming food, skincare, or electronics, the product needs to look its absolute best. The lighting, reflections, depth of field, and movement all contribute to this goal. That’s where the DP’s expertise shines.

Collaboration is Key:

On set, the cinematographer works in tandem with:

• The director (to execute their vision)

• The gaffer (for lighting)

• The key grip (for rigging and support)

• The camera operator or robot motion control operator (for movement)

This collaboration ensures cohesion from storyboard to final cut.

Technical Decisions That Make a Difference:

Some key decisions I make as a cinematographer include:

• Camera choice (Red, ARRI, Phantom, etc.)

• Sensor format and aspect ratio

• Lens selection based on look (spherical vs. anamorphic)

• Lighting modifiers (softboxes, bounce, diffusion)

• Color temperature to match the creative tone

In motion control filmmaking, I also work closely with the robot techs to plan moves frame-by-frame. Every decision supports the story, even if it’s a 5-second shot of a beverage can.

The Power of Motion Control:

Robot motion control elevates cinematography by enabling precise, repeatable movements—ideal for visual effects, slow motion, and tabletop production. In product cinematography, it’s unmatched for showcasing dynamic angles, timing, and textures.

In my work as a food cinematographer and beverage director of photography, motion control has helped make sauce pours, can splashes, and steam trails look poetic.

Why I Love Cinematography:

Every day on set, I get to solve problems creatively. Lighting a burger to make it look crave-worthy under studio lights? That’s the fun part. Framing a handheld slow-motion dolly move through a kitchen scene? Even better.

What keeps me hooked is that cinematography blends the technical with the emotional. It’s storytelling through light and lens—and I can’t get enough of it.

Conclusion:

Cinematography is the visual voice of a story. As a cinematographer in Los Angeles, my job is to capture emotion, elevate the product, and make brands look unforgettable. Whether it’s food cinematography, product cinematography, or a full commercial campaign, the goal remains the same: every frame should feel intentional.

The Art of Food and Beverage Cinematography: Crafting Visual Stories in Commercial Video Production

Introduction

In the competitive landscape of advertising and commercial video production, the visual portrayal of food and beverages plays a pivotal role in capturing consumer attention. Food cinematographers and beverage directors of photography (DPs) are at the forefront of this creative endeavor, transforming everyday products into visual masterpieces that entice and engage audiences.

The Essence of Food and Beverage Cinematography

Food and beverage cinematography is more than just filming; it's about storytelling through visuals. A skilled food cinematographer understands the nuances of lighting, composition, and movement to highlight the textures, colors, and appeal of culinary creations. Similarly, a beverage DP focuses on capturing the effervescence of a drink, the condensation on a glass, or the smooth pour that makes viewers crave a taste.

Tabletop Production: The Studio Behind the Scenes

Tabletop production is a specialized area within commercial video production that focuses on filming small-scale subjects like food and drinks in a controlled studio environment. This setup allows for meticulous control over lighting, camera angles, and motion, ensuring that every droplet, crumb, or bubble is captured with precision. Product cinematographers utilize this technique to create compelling visuals that elevate the perceived value of the product.

Key Techniques in Food and Beverage Cinematography

1. Lighting Mastery: Utilizing soft, diffused lighting to eliminate harsh shadows and highlight the natural appeal of the product.

2. Camera Movement: Incorporating slow-motion and dynamic camera movements to add drama and focus on specific product features.

3. Macro Photography: Employing macro lenses to capture intricate details that are not visible to the naked eye, such as the texture of a crust or the fizz in a soda.

4. Color Grading: Adjusting colors in post-production to enhance the visual appeal and ensure consistency across different shots.

5. Set Design and Styling: Collaborating with food stylists and set designers to create an environment that complements the product and tells a cohesive story.

The Role of the Director of Photography

The DP is instrumental in bringing the director's vision to life. In food and beverage commercials, the DP collaborates closely with the creative team to plan each shot meticulously. They make critical decisions regarding camera equipment, lighting setups, and shot composition to ensure that the final product aligns with the brand's message and appeals to the target audience.

Challenges and Solutions

Filming food and beverages presents unique challenges, such as melting ice cream under hot lights or capturing the perfect pour without spillage. To overcome these, cinematographers often use stand-ins during setup, employ specialized equipment like motion control rigs for repeatable movements, and work closely with stylists to maintain the product's appearance throughout the shoot.

Conclusion

Food and beverage cinematography is a blend of art and science, requiring a deep understanding of visual storytelling and technical expertise. Through tabletop production and the creative vision of skilled DPs, ordinary products are transformed into captivating visuals that resonate with audiences and drive consumer engagement. As the advertising industry continues to evolve, the role of the food and beverage cinematographer remains vital in crafting compelling narratives that connect brands with their customers.

The Rise of Motion Control in 2025: How Cinematic Robots Are Reshaping Video Production

Introduction

In 2025, motion control filmmaking has transitioned from a specialized technique to a central pillar of modern video production. With the integration of advanced cinematic robots and motion control photography, directors of photography (DPs) and cinematographers are unlocking new creative potentials. This evolution is particularly evident in commercial video production, advertising, and tabletop production, where precision and repeatability are paramount.

The Evolution of Motion Control Technology

Motion control systems have undergone significant advancements, offering filmmakers unprecedented control over camera movements. These systems enable precise, repeatable movements that are essential for complex visual effects and dynamic shots. The integration of robotic arms and sophisticated software allows for intricate camera paths that were previously unattainable.

Applications in Commercial Video Production

In the realm of commercial video production, motion control technology has become indispensable. Advertising campaigns demand high-quality visuals that can capture the audience's attention instantly. Motion control systems facilitate the creation of smooth, consistent shots that enhance the product's appeal. For instance, in beverage commercials, capturing the fluid motion of a pour or the effervescence of a drink requires precise timing and movement, which motion control systems provide.

Enhancing Tabletop Production

Tabletop production, which focuses on filming small-scale subjects like food and products, benefits immensely from motion control photography. The ability to execute exact camera movements repeatedly ensures consistency across shots, which is crucial for editing and post-production. This precision allows DPs and cinematographers to highlight specific product features, textures, and movements, creating visually compelling content that resonates with viewers.

Advantages of Motion Control in Cinematography

1. Precision and Repeatability: Motion control systems offer exact camera movements that can be replicated multiple times, essential for visual effects and complex scenes.

2. Creative Flexibility: Filmmakers can design intricate camera paths that add depth and dynamism to shots, enhancing storytelling.

3. Efficiency in Production: Automated camera movements reduce the time spent on reshoots and adjustments, streamlining the production process.

4. Enhanced Visual Effects: Consistent camera movements are vital for integrating CGI and other visual effects seamlessly into live-action footage.

5. Safety and Accessibility: Robotic systems can perform complex movements in environments that might be hazardous or challenging for human operators.

The Role of DPs and Cinematographers

Directors of photography and cinematographers are at the forefront of integrating motion control technology into filmmaking. Their expertise in visual storytelling, combined with technical proficiency, allows them to harness these tools effectively. In Los Angeles, a hub for innovation in film and advertising, professionals are continually exploring new ways to incorporate motion control into their workflows, pushing the boundaries of what's possible in visual media.

Conclusion

The impact of motion control technology in 2025 is profound, offering filmmakers tools to create more engaging, precise, and visually stunning content. As cinematic robots and motion control photography become more accessible, their adoption across various facets of video production is set to increase. For DPs and cinematographers, embracing these advancements is not just about staying current—it's about leading the evolution of storytelling in the digital age.

Mastering the Craft: A Director of Photography's Guide to Commercial Video Production

Introduction

In the fast-paced world of commercial video production, the Director of Photography (DP) plays a pivotal role in translating creative visions into compelling visuals. Especially in a dynamic market like Los Angeles, where the demand for high-quality advertising content is ever-growing, the DP's expertise becomes invaluable. This article delves into the multifaceted responsibilities of a DP, highlighting the significance of tabletop cinematography in showcasing products effectively.

Understanding the Role of a Director of Photography

A Director of Photography, also known as a cinematographer, is responsible for the visual aesthetics of a film or video production. Collaborating closely with the director, the DP makes critical decisions regarding lighting, camera movement, shot composition, and more to ensure that each frame aligns with the project's narrative and emotional tone. In commercial productions, the DP's role extends beyond mere technical execution; they are instrumental in crafting visuals that resonate with target audiences and convey brand messages effectively.

The Importance of Tabletop Cinematography in Commercials

Tabletop cinematography focuses on capturing small-scale subjects, such as food, beverages, and products, in a controlled studio environment. This technique is particularly prevalent in advertising, where the goal is to highlight the features and appeal of a product compellingly. By employing specialized equipment and lighting setups, DPs can create visually striking images that enhance the product's perceived value and entice consumers.

Key Responsibilities of a DP in Commercial Video Production

1. Pre-Production Planning: The DP collaborates with directors and producers during the planning stages to determine the visual style, select appropriate equipment, and scout suitable locations or studio setups.

2. Lighting Design: Crafting the lighting scheme is crucial in setting the mood and highlighting the product's features. The DP designs lighting setups that complement the product's texture, color, and form.

3. Camera Operation and Movement: Choosing the right camera angles and movements can significantly impact how a product is perceived. The DP decides on techniques like dolly shots, pans, or static frames to best showcase the product.

4. Collaboration with Art and Set Design Teams: Ensuring that the background, props, and overall set design align with the desired aesthetic is a collaborative effort led by the DP.

5. Post-Production Oversight: While editors handle the actual editing, the DP often provides input on color grading and visual effects to maintain consistency with the original vision.

Integrating Tabletop Techniques in Commercials

Incorporating tabletop cinematography requires meticulous attention to detail. For instance, when filming a beverage commercial, capturing the condensation on a glass or the effervescence of a carbonated drink can evoke a sense of freshness and appeal. Achieving such effects involves controlling the studio environment's temperature and humidity and using macro lenses to capture close-up details.

Moreover, motion control rigs can be employed to execute precise and repeatable camera movements, adding a dynamic element to the shots without compromising stability. These tools allow DPs to experiment with various angles and movements, ensuring the most captivating presentation of the product.

Conclusion

The Director of Photography's role in commercial video production is both artistic and technical. By mastering lighting, camera techniques, and collaborative planning, DPs like Drew Lauer bring products to life on screen, creating visuals that not only captivate audiences but also drive consumer engagement. Incorporating tabletop cinematography techniques further enhances the ability to showcase products in their best light, making the DP's contribution indispensable in the realm of advertising and commercial filmmaking.

Essential Considerations for Cinematographers When Shooting Music Videos

Introduction

Music videos offer cinematographers a unique and exciting playground to experiment with visuals, emotion, and movement. Unlike traditional commercials or narrative filmmaking, music videos often prioritize style and feeling over strict continuity. For a cinematographer or director of photography (DP), especially in creative hubs like Los Angeles, this freedom presents both a challenge and an opportunity to push boundaries in commercial video production.

Understanding the Artist's Vision

The first step in any successful music video shoot is aligning with the artist and director’s creative vision. Music videos are extensions of the artist's brand, so it’s essential for the DP to understand the mood, tone, and message the visuals should convey.

Ask questions like:

• What emotions should the viewer feel?

• Is there a narrative, or is it purely abstract and stylistic?

• Are there references or visual inspirations to draw from?

For a cinematographer in Los Angeles, where a wide range of genres and creative voices converge, being flexible and communicative with artists is key to delivering high-impact results.

Lighting and Camera Techniques

Unlike other types of commercial video production, music videos allow for dramatic and even surreal lighting setups. Bold color washes, strobes, moving lights, or spotlights may be used to enhance rhythm and emotion. The director of photography must balance creativity with technical execution to maintain image quality and visual coherence.

Depending on the style of the video, you may rely on:

• Handheld camera work for energy and rawness

• Slow motion or high-speed shooting for drama and style

• Motion control systems for surreal or perfectly timed moves

The Phantom slow motion camera or robotic arm motion control camera rig can add elegance, fluidity, and sharp detail to key performance moments.

Location and Set Design

Set design plays a major role in music videos. From simple black box stages to elaborate outdoor locations, every environment tells part of the story. A skilled DP in LA must collaborate with the production designer and art team to ensure lighting, framing, and camera movement amplify the setting’s character.

For product placements in music videos, such as fashion items or drinks, the product cinematographer lens comes into play. Balance performance with key close-ups that feel natural and non-intrusive.

Pacing and Coverage

Because music videos are cut to the beat, the cinematographer must shoot with rhythm in mind. This could mean capturing multiple angles of the same performance or choreographing camera moves with the song’s tempo. Quick cuts, jump cuts, or long takes may all be necessary depending on the edit plan.

Here are a few best practices:

• Pre-plan transitions and in-camera effects

• Overshoot performance takes to give the editor more flexibility

• Use rhythm-based camera moves to match the beat

Conclusion

Shooting music videos as a director of photography requires technical skill, an open creative mindset, and a strong understanding of performance energy. Whether using traditional tools or advanced motion control robots like Colossus and MIA, the goal remains the same—capture the soul of the music in a visual form that elevates the artist’s story.

For a cinematographer in Los Angeles, music videos continue to be a fertile ground for experimentation, innovation, and defining visual style. Done right, they not only showcase your skills but also open doors to high-profile commercial and branded work in the broader world of video production.

Let me know if you'd like social media captions, LinkedIn posts, or shorter summaries for each!

The Comprehensive Role of a Director of Photography in Film Production

The Director of Photography (DP), also known as the cinematographer, plays a pivotal role in the filmmaking process. Tasked with translating the director's vision into compelling visual narratives, the DP's responsibilities span from pre-production planning to post-production collaboration. Understanding the multifaceted role of a DP is essential for appreciating the artistry and technical expertise required in film production.​

Pre-Production: Laying the Groundwork

In the pre-production phase, the DP collaborates closely with the director to conceptualize the visual style of the film. Key responsibilities include:​

• Script Analysis: Understanding the narrative to determine the visual requirements of each scene.​

• Location Scouting: Identifying suitable locations that align with the film's aesthetic and practical needs.​

• Equipment Selection: Choosing appropriate cameras, lenses, and lighting equipment to achieve the desired look.​

• Storyboarding and Shot Planning: Developing detailed plans for camera angles, movements, and compositions.​

On-Set: Bringing Vision to Life

During production, the DP oversees the camera and lighting crews, ensuring that each shot aligns with the predetermined visual style. Responsibilities include:​

• Lighting Design: Crafting lighting setups that enhance mood, depth, and texture.​

• Camera Operation: Supervising camera movements and ensuring technical precision.​

• Collaboration with Departments: Coordinating with production design, wardrobe, and makeup to maintain visual consistency.​

Post-Production: Ensuring Visual Cohesion

The DP's involvement often extends into post-production, working alongside colorists and editors to ensure that the final product reflects the intended visual narrative. This collaboration is crucial in maintaining the film's aesthetic integrity.​

The DP's Impact on Commercial Video Production

In the realm of commercial video production, the DP's role is equally critical. Whether it's food cinematography, beverage cinematography, or product cinematography, the DP's expertise ensures that the visual presentation aligns with the brand's message and appeals to the target audience.​

Conclusion

The Director of Photography is indispensable in shaping the visual language of a film. Their blend of artistic vision and technical prowess brings stories to life, creating immersive experiences for audiences. In both feature films and commercial productions, the DP's role is central to crafting compelling visual narratives that resonate and endure.​

Harnessing Motion Control with Colossus and MIA by Motorized Precision

In the ever-evolving realm of cinematography, technological advancements have continually expanded the horizons of visual storytelling. Among these innovations, motion control systems have emerged as transformative tools, offering filmmakers unparalleled precision and repeatability. At the forefront of this revolution are Colossus and MIA, two state-of-the-art motion control robots developed by Motorized Precision. These systems have redefined the possibilities in commercial video production, especially in dynamic urban centers like Los Angeles.​

The Evolution of Motion Control in Cinematography

Motion control technology has revolutionized the way cinematographers approach complex shots. By enabling precise, programmable camera movements, it allows for the creation of intricate sequences that were previously unattainable. This precision is particularly beneficial in fields such as food cinematography, beverage cinematography, and product cinematography, where capturing minute details can significantly enhance the visual appeal.​

Introducing Colossus and MIA by Motorized Precision

Colossus is a formidable presence in the world of motion control. With its expansive reach and robust build, it is designed to handle complex, large-scale shots with ease. Its capabilities make it ideal for high-speed tracking and dynamic sequences, bringing a new level of versatility to commercial cinematography.​

In contrast, MIA offers a more compact solution without compromising on precision. Its agility and adaptability make it perfect for tabletop cinematography and scenarios requiring intricate camera movements in confined spaces. Together, Colossus and MIA provide a comprehensive toolkit for cinematographers aiming to push creative boundaries.​

Applications in Commercial Video Production

The integration of Colossus and MIA into commercial video production has opened up new avenues for creativity and efficiency. In food and beverage cinematography, for instance, these robots can execute complex camera moves that highlight textures, colors, and movements, adding a dynamic flair to promotional content. The precision of motion control also ensures consistency across multiple takes, a crucial factor in maintaining visual continuity.​

Advantages of Using Motion Control Robots

• Precision and Repeatability: Achieve exact camera movements consistently across multiple takes, essential for complex sequences and visual effects.​

• Enhanced Creativity: Facilitate innovative shots that would be challenging or impossible with manual operation.​

• Efficiency: Reduce setup times and streamline the shooting process, leading to cost savings and a more efficient production schedule.​

Conclusion

The advent of motion control robots like Colossus and MIA by Motorized Precision has marked a significant milestone in cinematography. For directors of photography and cinematographers, especially those operating in competitive markets like Los Angeles, these tools offer an opportunity to elevate the visual storytelling of their projects. By embracing this technology, filmmakers can achieve a level of precision and creativity that sets their work apart in the realm of commercial video production.

Shooting TV & Movie Promos: Capturing the Hype in Every Frame

Why TV & Movie Promos Are a Different Beast

Unlike traditional commercial video production, where the goal is to sell a product, TV and movie promos are about selling a feeling, an experience, and a world viewers want to step into. Every second counts, and the cinematography needs to hit hard, build intrigue, and leave a lasting impression. Whether it’s an intense character reveal, a dramatic slow-motion shot, or a high-energy action montage, crafting promos as a cinematographer requires a deep understanding of visual storytelling and pacing.

Creating Cinematic Impact Through Motion & Lighting

A promo has to feel like a mini blockbuster—even if it’s only 30 seconds long. As an LA DP and director of photography, I focus on creating that cinematic impact by using:

• Dramatic lighting setups to set the mood—whether it’s a moody, high-contrast thriller or a vibrant, colorful comedy.

• Motion control camera movements to add precision and dynamic energy.

• Slow-motion cinematography for those moments that need extra weight—like a hero stepping into frame or an explosion mid-air.

• Epic tracking shots to pull viewers into the world of the story.

With the right combination of camera movement, lighting, and composition, a promo doesn’t just tease the show or movie—it makes people feel like they need to see it.

Using Motion Control to Elevate Promos

When working on TV and movie promos, repeatability and precision are everything. If I’m capturing a fast-paced fight sequence, a vehicle chase, or a larger-than-life hero shot, I need camera movements that are both precise and repeatable—which is where motion control robots come into play. Using a motion control camera robot, I can pre-program complex, sweeping shots that track talent or action seamlessly. This makes it easier to achieve perfect, high-energy visuals that would be almost impossible with handheld or traditional dolly setups.

The Role of Editing & Cinematography in Teaser Trailers

It’s not just about what’s filmed—it’s about how it’s cut together. As a cinematographer, my job is to give the editor the most visually dynamic, high-energy shots possible, so they have everything they need to build excitement.
Some key cinematography choices for effective promos include:

• Fast cuts with varied angles to keep energy high.

• Smooth, cinematic tracking shots that give the promo a high-production value feel.

• Creative transitions that visually connect