Director of Photography
Myeongje Kim

The video is an ad for New Balance Kids' backpack.
The ad was shot on Alexa mini LF camera and Cooke S7i lens.

Although the Signature prime lens is better than the Cooke S7i lens in clarity, I thought the S7i lens was more suitable for the tone and manner of this ad because it expresses a warmer, softer, and a bit more bright look than the Signature prime lens.

Cooke lenses commonly express images in their own unique look. However, there is definitely a difference between lenses. For example, rather than S4i or S7i lenses, S5i lenses are expressed in a slightly warmer yellow tone at the highlight and middle of image.
I thought the S5i lens looked better on this advertisement's color palette than S7i, but I couldn't use it with Alexa mini LF because it wasn't full frame lens.

In fact, when I saw this completed advertisement, I felt a little sorry for myself. It was because the look of the completed video looked lighter and more flat than I thought. If I had used a Haze machine, the image would have looked a little more three-dimensional because of the atmosphere enhancement and the aerial-perspective.

I told the producer that I would have to use the service vision Scorpio 23' and Stabilized Head. The reason was that all the models in this commercial were young children and there were many cuts to shoot in a day. I thought the Remote Head and the Telescopic Crane were essential for us to shoot all the sequences in a limited time.