At Bengale, we’ve had the opportunity to work with Rolex, Lancôme, G.H. Mumm, Lancaster, and Inoui Editions. What these collaborations have taught us is that video production for the luxury sector follows rules that are radically different from those of traditional branded content. Here’s what we’ve learned.
Luxury doesn’t sell features; it sells time, exclusivity, and emotion. In practical terms, this means fewer cuts, longer shots, fluid and controlled camera movements, and a carefully crafted soundtrack. A 45-second luxury commercial may contain one-third as many cuts as a mass-market commercial of the same length.
Luxury brands are investing heavily in the talent of the director of photography. Lighting for luxury is often soft, directional, with controlled contrasts. Hard light, blown-out highlights, and digital artifacts are avoided. Hence the consistent choice ofthe ARRI Alexa in this sector.
A poorly stretched white background, a shadow from the boom pole, an uncontrolled reflection: in the luxury sector, these elements can ruin a brand’s image. Approval processes take longer and always involve multiple levels of internal approval at the client’s end. Plan for higher-than-usual post-production correction rates.
Well-composed original music can double the emotional impact of a high-end film. The same goes for sound design (the pop of a cork, the rustle of silk, the ticking of a watch). Never skimp on audio post-production in this industry.
Luxury campaigns are often tied to highly controlled product launches. Expect to sign strict NDAs, work in secure locations, and meet specific, non-negotiable deadlines. Trust and discretion are just as important as your portfolio when it comes to the selection process.
We are listed with several luxury brands and specialized agencies. If your brand is looking for a studio that understands the ins and outs of the luxury sector, equipped with ARRI gear and a team accustomed to demanding workflows, please contact us.
