This spot was a playful challenge in combining the tangible with the surreal. Working closely with the director, VFX team, and production designer, we blended practical elements and CGI to bring a hyper-clean, color-saturated world to life—complete with a talking cat and dynamic product visuals.
From the start, our cinematography approach focused on creating a consistent lighting base that would seamlessly integrate with the VFX layers. We lit for flexibility, building in soft, motivated sources that supported clean keys and gave the CG artists room to work. Practical set pieces were carefully color-matched to VFX extensions, and we maintained tight communication across departments to lock in continuity and realism across the spot.
The result is a stylized, high-energy piece that’s as polished as it is playful—and a great example of what happens when every department is dialed in from the beginning.
To achieve the bright, polished look of the PrettyLitter spot, we approached lighting with softness and control in mind. We rigged nine space lights overhead and wrapped the set with 12x12 frames of diffusion, creating a consistent, shadowless base that made the space feel clean while still giving shape to skin and surfaces.
This kind of setup gave the VFX team a predictable lighting environment to work with, ensuring smooth integration of CGI elements like the animated cat and motion graphics overlays.
For camera movement, we shot primarily on a Fisher dolly, favoring precise, repeatable moves that aligned with the rhythmic, stylized pacing of the edit. The controlled movement helped ground the visual effects in a physical space, letting the playful elements shine without ever feeling disconnected from the live action.
