Can you discuss a project where the lighting setup dramatically impacted the mood or message of the video?

Lighting can really set the tone and emotional impact of a video, and one project that really demonstrated this was a promotional video we did for a client’s startup social media platform dedicated to cancer survivors, like myself. In this video, I shared my personal cancer story as their spokesperson, and we knew the lighting had to convey the deep emotions that came with such a journey.

The goal was to create a video that gave people, namely those affected by cancer, a platform where they can meet others who have gone through what they have. We also wanted the video to be deeply emotional, resonating with viewers who might have gone through similar experiences.

For this video, we intentionally used a lighting setup that created a more intimate atmosphere, which is different from our usual bright and evenly lit style we do for most videos. We used a single soft key light positioned slightly off to the side to cast gentle shadows and create depth. We wanted to emphasize the sincerity and emotion of the message.

We also incorporated a subtle backlight, with two lamps on either side of me, to separate me from the background without overwhelming the scene. The overall lighting was kept soft and warm, which helped to evoke a sense of comfort and relatability, while still allowing for the gravity of the story to come through. It was critical that the video felt personal and inviting, while still conveying the serious and emotional nature of the topic.

The result was a video that felt both personal and touching. The moodier lighting allowed us to convey the raw emotions involved in sharing my cancer journey, making the story more relatable and impactful for viewers. 

Lighting can be a great compliment or a massive burden depending on your skill level.

For example, I use a lot of green screen, a shadow under the arms can completely wreck that effect. 

In that particular instance positioning can help but ultimately you need a flood light.

Lighting is massive.

First off, it's important to note that the impact of a visual piece largely depends on the lighting and its characteristics. I have experience with two different commercial projects in the same location, where varying cinematic lighting significantly altered the feel of the clips. A lot depends on the atmosphere you want to achieve for your commercial video, so let’s explore a simple approach to achieving the desired result.

1.⁠ ⁠You've come up with an idea for the video and agreed upon it with your clien, understanding whether it should be bright (High Key) or dark (Low Key), and you need to figure out how to light the scene.
2.⁠ ⁠You need to find appropriate references—shots from other films or commercials that you like. I usually use Instagram or Pinterest. Finding shots is good, but not enough to replicate the lighting character without some experience. Ideally, find shots that already include lighting diagrams; you can use search terms like "Lighting Techniques" or "Cinematic Lighting."
3.⁠ ⁠The next step is to choose simple lighting schemes and try to follow them in your commercial work.

In fact, analyzing others' work is key to success; it's a way to understand and replicate someone else’s experience and through this, learn to create truly visual masterpieces.

I worked on a project where we were shooting a promotional video for a luxury watch brand. The lighting setup played a huge role in creating the right mood. We used low, dramatic lighting with soft shadows to give the watch a sophisticated and high-end feel. By highlighting the watch face with a focused beam and letting the rest of the scene fall into shadow, we created a sense of mystery and elegance. This setup not only made the watch look more luxurious but also reinforced the brand’s message of exclusivity and attention to detail. The right lighting completely transformed the video, making it much more impactful and memorable.

Imagine a product launch video where we used moody, low-key lighting to add suspense around a sleek tech gadget. Shadows and highlights gave the product a mysterious, high-end look. The product's cutting-edge design stood out. As the video progressed, we slowly brightened the lighting, showing more details and raising excitement. This lighting switched the video from a normal product showcase into an experience, boosting the product's appeal.