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
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.
