CLIENT AND DESCRIPTION
In the world of commercial product photography, the transition from Still Life to moving images is an inevitable evolution. The real challenge, however, is another: how do you translate a specific “mood” into a moving timeline?
For this project dedicated to Calvin Klein Obsession, my goal was to merge technical lighting precision with a strong narrative rhythm.
The Approach
I wanted to reinterpret the brand’s iconic and intense aesthetic through a modern eye.
Lighting: Managing reflections on curved glass and liquids is complex enough in static photography; doing it in motion requires absolute control to keep the amber and monochromatic atmosphere intact.
Water: the movement and texture created by the water droplets in the second part of the video (and the drop falling towards the end) add a “tactile” dimension that empowers the visual message.
Rhythm and Editing: The video is cut strictly on the bass beat. The rapid zoom-ins and zoom-outs are specifically designed to generate a hypnotic loop.
Visual Storytelling: The hand silhouette is not just a scenic filler. It represents the very concept of obsession: the act of letting go, only to immediately try to grasp the product again. (Traduzione molto potente ed evocativa).
This project reinforces my conviction that directing is simply an extension of the ability to look at an object, to interpret it. Whether it is a single static image or 30 frames per second, the fundamental principles remain the same: Light, Composition, and Storytelling.
Too often, product videos are limited to simple 360° rotations of a bottle. But an object like this is not sold by listing technical specifications; it is sold by evoking an emotion. By narrating, or just evoking, a story.
