Official global launch video for the new Aston Martin, showcasing the style and finesse of the new V12 Vantage. Truly, a British icon.
This film was shot in one day at a studio in West London, it took a total 15hrs!
Part of the brief from the Creative Agency was to execute a contro-zoom which is a method where the camera tracks towards the subject whilst also zooming out at simultaneously. The budget for this film wasn't enormous so we reverted to our FX9 package. We also needed a lens that gave a cinematic look, whilst able to zoom and be affordable; we chose Canon's CN7 for that purpose. The rest of the film was shot on Arri's Ultra Prime Lenses, as we felt these gave the correct look for this production.
Our role in this production was to provide the camera crew, as well as pre-production meetings about the general look and feel of the piece. We were asked if there was anything we could introduce that would help make the film stand out. Our suggestion was to use lens prisms in front of the lens to create abstract reflects in the foreground, you will be able to notice them in a few of the shots.
Overall, we feel the production does this icon justice.
It's a balance between the visual outcome the client needs and what's actually achievable financially. That often means mixing gear, a more affordable camera or lens for technical shots that need a specific capability, and a premium option reserved for shots where image quality is non-negotiable.
It's a technique where the camera moves toward the subject while the lens zooms out, creating a disorienting, dramatic pull that draws the eye to the subject. It works particularly well for hero product moments, like a car launch, where you want a single shot to carry real visual weight.
It varies considerably by client and agency. Some agencies want pure execution of a locked concept. Others, once the core brief is set, actively want additional creative suggestions, which is what happened here when we proposed lens prisms to create foreground reflections that made it into the final cut.