A move that repeats to the millimetre, as many times as the shot needs. That sounds technical and the consequence is commercial: when the camera is no longer a variable, the only thing left to get right is the product.
It also means one move can produce the film and the stills, and a shot can be rebuilt months later for a new flavour, a new size or a new market without reshooting the campaign.
A hero pour used to cost as many takes as it took for the camera and the liquid to agree. With a repeatable move you shoot until the pour is right, which is a different and much shorter number.
For a brand running a line extension, the saving compounds. The second product costs a fraction of the first because the move already exists.
On Larceny Bourbon, two choreographed robots light-painted a UV reactive bottle in a dark studio. On Corona Light, an LED wall placed a beach behind the product without leaving the stage.
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On Larceny Bourbon, two choreographed robots light-painted a UV reactive bottle in a dark studio. On Corona Light, an LED wall placed a beach behind the product without leaving the stage.