AUTO

Interior shots of the KIAs will be treated like a studio shoot, with a dose of humanity that makes them feel alluringly tangible. To pull this off, we’ll want tight, choreographed hand movements that hit the right features at precisely the right time. Dropping luggage in the trunk, opening doors, working the sound system…these simple actions should feel sharp, elegant, and secure, emphasizing the physical beauty of the styling as well as the ease of use.

We also want these moments to illustrate the vehicles’ personality as well as its quality. This does require a premium look and attention to detail that is usually achieved in a studio…but hey, no problem there, we’ll just bring the ‘studio’ to the location! We’ll use studio-esque interior lighting setups that flatter every stitch in the leather, every chrome accent, every detail in the dash. These images will not only be beautifully precise, they’ll bring the driver’s experience to life in vivid detail.

Precision is key when it comes to these interior details, so a motion control arm would definitely help us achieve more precise and dynamic camera movements. It’ll allow us to program very specific camera movements (down to the millimeter!), which will make it easier to capture all the details and angles we need. A motion control arm will also speed up the process of capturing shots, which will be invaluable on our tight production schedule.

The Mini Cooper may be renowned for its compact design, but once you’re inside the Countryman, you have all the space you need to drive, daydream and enjoy the ride. With that in mind, we’ll make sure that every glimpse of the car evokes this sense of openness. We’ll see the ample headspace and leg room. The spacious, comfortable seats. The generous cargo space. We may see the driver’s fingers tapping a beat on the steering wheel or paddle shifters. Or maybe we’ll see her shift driving modes as her energy mounts and the spirit of the song takes over. Whether we’re seeing our heroine in the driver’s seat or outside the car grabbing her gear from the trunk, we’ll subtly show how the car is giving her the space to stretch out, think freely and just drive, drive, drive.

With a story of this emotional depth, we need more than just running footage of the car. We need less traditional coverage, with stunning cinematic framing. The kind of shots that reveal as much about the character, her environment and her vibrant inner life as they do about the vehicle itself. With that in mind, we’ll incorporate the car’s features into the story organically, finding interesting ways to show off the car while also emphasizing the emptiness of the city around it. We might see the sleek body reflected in the window of a storefront as the Mini Cooper drives by. Or maybe we’ll see from the top down, looking down onto the empty street as we glimpse the car’s elegant silhouette from overhead. Whatever we’re showing, we’ll be meticulous with the framing so we can make the most of our dramatic setting and include revealing details of the car along the way.

At all times, we’ll light the cars like precious gems, making sure they stand out vividly from the environment around them. Playing with shadow will allow us to craft a personality for each car — urbane and slightly mysterious for the Yaris, independent and heroic for the Rav4.

When highlighting exterior details, I plan to shoot at a slower frame rate, but have the light move at double speed. This technique, along with light play and flares in general, is a way to ramp up the energy and transition between shots. Transitions, of course, are extremely important (and are explained in more detail in their very own section).

These vignettes should immerse the viewer into the exhilarating wildness of the natural world, but also remind them these places aren’t completely off limits. The Frontier is a gorgeous piece of automotive technology that was expertly crafted to keep drivers safe and comfortable on their explorations.

We have two main characters here — nature and the Frontier. However, instead of striking a balance between each one, I think that enhancing our presentation of the natural world will only make the Frontier look more impressive.