Behind the Scenes: One Product Video, Three Cameras

A one-minute product video usually takes a day in the studio. Here's where that day goes.

The first two hours are light. Softboxes, flags, a backdrop that doesn't fight the product. Everything after this is cheaper because we got the light right.

Then we shoot wide, tight and detail passes on three cameras — not because it's fancy, but because cutting between angles hides a thousand small sins and keeps the pace up.

The edit is where the video is actually made. Selects, a rough cut against the music, color, and a mix. The version that ships is usually cut number four.

If you're planning a product launch, budget for the edit, not just the shoot day.