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.
Le luxe ne vend pas de fonctionnalités, il vend du temps, de la rareté et de l’émotion. Cela se traduit concrètement : moins de coupes, des plans plus longs, des mouvements de caméra fluides et maît{trisés, une bande-son très travaillée. Un spot luxe de 45″ peut contenir 3 fois moins de coupes qu’un spot grande distribution de même durée.
Luxury brands invest heavily in the talent of cinematographers. Lighting for luxury photography is often soft and directional, with carefully controlled contrasts. Hard light, blown-out highlights, and digital artifacts are avoided. This explains the consistent choice of the ARRI Alexa in this sector.
Un fond blanc mal tendu, une ombre de perche, un reflet non maît{risé : dans le luxe, ces éléments détruisent l’image de marque. Les process de validation sont plus longs et impliquez toujours plusieurs niveaux de validation interne chez le client. Prévoyez des taux de correction post plus élevés qu’à la normale.
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 is well-versed in the nuances of the luxury sector, equipped with ARRI gear, and staffed by a team accustomed to demanding workflows, please contact us.
