A commercial starts with a question: what do we want the viewer to remember? The answer changes the script, the casting, the lighting, and even the duration of a shot. A clinic, a fashion brand, and a jewelry store do not need to tell the same story.
We will look at three La Huella Studio projects — Dental Company, ADLIB Ibiza and Mellado Joyas — to see how an idea becomes a sequence of images. Then we will go behind the scenes of a Caja Rural shoot and look at the decisions worth settling before production begins.
Dental Company: show warmth without explaining it
Notice the hand on the shoulder, the gazes, and the distance between them. The setting places the scene in a clinic, but the center of the shot is the interaction. There is no need to fill the screen with facilities for us to understand where we are.
Put it into your brief
If your brand wants to convey trust, look for an action that makes it visible: listening, offering support or explaining something calmly. Writing that action into the script is more useful than simply asking for “a warm, approachable video”.
In a commercial like Dental Company’s, first check whether the gesture reads clearly and feels believable. The visual finish supports the performance; it cannot replace it.
ADLIB Ibiza: from garment to detail
For the Consell d’Eivissa, we produced ADLIB Ibiza – Runway 2022, using footage from the runway and backstage. These two shots show why fashion films benefit from different shot sizes: one shows how a garment moves and is worn; the other brings us closer to its texture and character.
A sequence you can plan
Try this combination: an establishing shot, a shot that follows the movement and a detail worth remembering. In the edit, ask what each cut adds. If two shots say exactly the same thing, you may only need one.
Mellado Joyas: texture matters too
In Between Sea and Skin, for Mellado Joyas, the Ibiza landscape sits alongside close-ups of the product. Notice the contrast between rock, polished metal and skin. That relationship creates a sense of quality; adding more elements is not necessarily the answer.
What to check in a product image
Is the shape clear? Do the highlights retain detail, or do they become solid white patches? Does the background support the product or compete with it? Answer those questions before adding contrast or saturation. An attractive reflection should still let us see the jewellery clearly.
From briefing to delivery: five decisions
The examples change, but the process requires order. At La Huella Studio, we coordinate creativity, production, and post-production with a team scaled for each campaign and professionals from our national and international network.
1. What we want to communicate
Define audience, message, and expected action. «We want them to remember this benefit» gives a clearer direction than «we want something spectacular.» Add where the piece will be seen and the delivery date.
2. What do we need to film it
The script, casting, locations, art direction and shooting schedule should serve the same idea. Careful planning for a location shoot helps anticipate access, lighting, sound, and timing before gathering the team.
3. What the shoot needs to deliver
In Caja Rural 25 Years, the production included Lucía’s commercial, testimonials filmed against a cyclorama and photography for other campaign formats. The campaign was made with Jumpers, directed by Hicham Yousra, with cinematography by Álvaro Paz.
Behind the scenes of Caja Rural 25 years. Making of the campaign created with Jumpers.
If you also need campaign photography, schedule time for it in the plan. It is not an extra that can necessarily be resolved between two takes: it has its own framing and uses.
4. What we are approving at each review
First, if the story works; then, its finish. Editing, color, VFX and sound should reinforce the same intention. Useful feedback identifies the version, timecode and requested change: “we need a clearer view of the product before this cut” gives the team something specific to work on.
5. How it will look outside the editing room
Lock down the durations, formats, languages, and subtitles from the start. A horizontal shot does not always support a vertical crop: test where the face, product, and text fall on a mobile screen.
Before requesting a quote
Bring the objective, references, distribution channels, schedule and a budget range. You do not need a finished script, but you do need a clear idea of what the campaign should achieve.
One production, one shared direction
We can develop the idea with the brand or join the work of an agency. The client maintains a single main contact and each department works with the same criteria. Tell us about your campaign or explore our commercial film projects.
