How to Shoot a High-End Fashion Commercial on a Budget: A Behind-the-Scenes Breakdown
Capturing cinematic moments with minimal equipment and budget.
In today's post, I'm excited to share a spec project I worked on last year—a fashion commercial that I directed, shot, and edited. The goal was to create a high-end look without a huge budget. I'll walk you through the process, from planning and shooting to post-production techniques that helped elevate the final product.
Let's dive in!
The Inspiration Behind the Project
I embarked on this project as a way to expand my creative horizons. Many people in my community know me for my automotive work, but I wanted to venture into something different—fashion videography. Living in Norfolk, Virginia at the time, I was surrounded by a vibrant fashion scene, making it the perfect opportunity to connect with local talent and explore this new avenue.
Introducing Jalil Howie
Model and actor Jalil Howie during the shoot.
One of the people I met was Jalil Howie, a passionate and dedicated model. He shared his journey with me:
"I used to work at a deli 13 hours a day. I realized this was not what I wanted to do. This year, I quit my job, and I am now a full-time model. I've modeled in the U.S., and now is the time to travel overseas to model and act. I express myself through the clothes I wear. For me, it's about getting to meet new people and experience new things."
His story was inspiring, and I knew he would be the perfect subject for the commercial.
Planning the Shoot
I wanted to practice upstage lighting and create a vintage vibe for the video. With a small crew—just me, Jalil, and a couple of friends helping out—we set out to capture compelling visuals using minimal equipment and natural light.
Equipment Used
Camera: ZCAM E2
Lenses: Meike 25mm and 50mm T2.2 Cine Primes
Stabilization: Easy Rig for handheld shots
Lighting: Reflector for bounce light
Additional Gear: Minimal accessories due to budget constraints
Scene-by-Scene Breakdown
Opening Shot
Jalil sitting on a bench as the sun rises.
We began the shoot early in the morning to take advantage of the soft, ambient light. The sun was just below the horizon, providing a gentle glow without harsh shadows.
Lighting Setup: The sun was positioned slightly to the right of the frame. We had someone holding a reflector on the opposite side to add a subtle fill light on Jalil's face.
Composition: Jalil sits on a bench, then stands up, setting the tone for his journey.
Walking Down the Sidewalk
We moved across the street for a series of shots with Jalil walking down the sidewalk.
Natural Light: Relying solely on the available light, we captured him from behind and various angles.
Movement: The Easy Rig allowed for smooth handheld shots with a bit of organic shake, adding to the rugged, authentic feel.
Adding Inserts and Cutaways
A vintage car adds to the aesthetic of the video.
During editing, I realized we needed transitional shots to enhance the flow between scenes and outfit changes. I shot additional inserts a week later, including:
Vintage Car: A classic car parked near my apartment added to the vintage vibe. I filmed it to suggest it was Jalil's car.
Environmental Shots: Buildings, birds, and other elements to build atmosphere.
Utilizing Natural Light and Timing
Timing was crucial. By shooting at specific times of the day, we could harness the best natural light.
Soft Ambient Light: Early morning provided a soft, diffused light.
Backlighting: Positioning the sun behind Jalil created a natural rim light, separating him from the background.
Lens Flares: Embracing lens flares added a dreamy, vintage feel.
Technical Details
Lenses: Switching between the 25mm and 50mm allowed for varied perspectives. The 50mm provided a soft look, especially with the early morning light.
Camera Movement: The slight shake from handheld shots added energy.
Directional Continuity: Maintaining consistent movement direction for seamless editing.
Creative Techniques and Tips
1. Backlighting and Upstage Lighting
Using backlighting to create depth and separation.
Definition: Backlighting involves placing the main light source behind the subject.
Benefits: Creates depth, highlights edges, and separates the subject from the background.
Application: We consistently used backlighting throughout the shoot, which elevated the visual quality.
2. Flipping Shots for Continuity
In one sequence, Jalil runs from right to left. To maintain directional continuity:
Flipped the Shot in Post: Since there were no logos or text, flipping the image didn't cause any issues.
Result: A smoother visual flow that enhances the viewer's experience.
3. Incorporating Spontaneous Elements
Jalil interacting with a dog we met during the shoot.
Serendipity: We met a woman walking her dog and asked if we could include them in the video.
Adaptability: Jalil, despite not being a dog person, embraced the opportunity.
Outcome: The interaction added warmth and relatability to the commercial.
4. Sound Design
Atmospheric Sounds: Added bird chirps, train sounds, and ambient city noise to build the environment.
Impact: Enhances the immersion, making the visuals more compelling.
5. Embracing Natural Light
Budget-Friendly: Utilizing natural light reduces costs and simplifies setups.
Techniques: Used reflectors to bounce light and scheduled shoots based on sunlight.
What I Would Do Differently Next Time
Softening Harsh Light
In the final shot, the sunlight was a bit harsh on Jalil's face.
Solution: With a larger crew and budget, I would use a 4x4 diffusion panel to soften the light on his face while keeping the body illuminated.
Technique: This method, known as a "soft top," is common in high-end productions.
Final Thoughts
This project was a valuable learning experience in creating high-quality visuals with limited resources. By focusing on creative techniques, natural lighting, and being adaptable, we achieved a professional look that I'm proud of.
Upcoming Projects
I have a slew of past projects—about 30—that I'm eager to review and share insights from. Stay tuned for more breakdowns, tips, and behind-the-scenes content.
Thank you for reading! If you enjoyed this breakdown or have any questions, please leave a comment below. Don't forget to subscribe for more content on filmmaking and creative projects.
Happy shooting!
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