4:3 Framing = The Future - A Cinematography Breakdown

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[willehummelgardkyrk]

Fun fact.
I did the conform for this project.
It is scanned in 4k 4:3
Graded by Company 3
The woman in car is not greenscreen.
The cool filmgate jump-cut and slow shutter speed transitions are actually made in camera.
Otherwise most VFX were made for some splitscreen and screen replacement stuff. The Kid going up the back of the car is also VFX so no kids were harmed during production. ;)

[joshallred]

The dedication for committing to that dp to client bit...another level.

[DulinaChandrasiri]

"can we do 4:3 without the black bars" 😂😂😂

[crackspotting]

Me: "I wonder if the cinematographer of this commercial has done anything else notable?"
IMDB:
Linus Sandgren; Cinematographer (30 credits)
2021 No Time to Die (director of photography) (completed)
2018 The Nutcracker and the Four Realms (director of photography)
2018 First Man (director of photography)
2017 Battle of the Sexes (director of photography)
2016 La La Land (director of photography) Academy Award for Cinematography WINNER
2015 Joy (director of photography)
etc...

[jespersichlau]

One of the main reasons for the 4:3 aspect in modern commercials, is that the image takes up a larger part of the Facebook feed when you scroll through it. Horizontal or square aspect ratio videos perform better on social media than 16:9 or other 'wider' formats. So whatever the filmmakers 'reason' is for shooting 4:3, I can guarantee you there's an advertising agency and media agency (and a client) behind it all that wants the commercial to perform as good as possible with as much engagement as possible on social media.

[AveryDalessandro]

This is one of the best channels I've stumbled upon

[hobbyvideos_]

Haven’t seen the family in about 6 years hahahahaha

[radicalempire]

Great breakdown. The commercial is called "The Parents" for Volvo Cars, and is actually cropped to 16:9 on TV and social media.

[konstantinosstag]

The older the lenses the better the story that you can tell when you are on set. Allright you have my subscribtion.

[benhansford]

"I haven't seen my family in about 6 years". Somehow the perfect balance of jaded experience and awe-inspiring creative education.

[northwestimage]

One of my favorite breakdowns I revisit at least once a year. The bit at the beginning is the perfect setup!

[raphjaaf]

The French part haha I just spilled my tea everywhere, you don't even have an accent!!

[timovepsalainen]

I'm here to fill in the teaching I'm missing in design school during COVID shutdown.. Thank you!

[furymotionpictureco.]

I shot a music video on a mini LF in open gate but framed for a 2:1 crop. When I saw a cut of the video, they had left it in that open gate ratio (not quite 4:3) so of course there were things in the top and bottom of the frame that weren’t supposed to be there; like the boom. I was mortified! I called the director and tried to explain but he ultimately just said “I like it like that.” and that was it. I guess he was on the cutting edge, who knew?! Haha.

[desotaku]

An interesting bonus of 4:3 in todays social media world is more screen real estate.
When browsing most apps, you have your phone vertical, which makes 16:9 videos almost half the size. So i can see how commercials will be more 4:3 and vertical in the future.

Great analysis and breakdown as always💪

[RichSilverwood]

Great cinematography breakdown as always. I'm learning so much from your content, thank you. I know you are joking in this video, but let's get real about the 4:3 ratio. It has nothing to do with being cool or trendy. Others may adopt it for that reason but creative decisions should not be based on those things. I'm guessing that you were making this point with sarcasm, but it might go over the heads of some viewers. So I'd like to point out that the real purpose of using 4:3 in this ad is because it serves the story. It creates a feeling for the viewer that envokes the characters' emotions. We follow new parents whose lives have dramatically changed. They are feeling, enclosed. The walls have closed in and the pressure of parenthood is affecting them. The freedom and space that they once had is now reduced, and their sole focus in life has narrowed to only consider their child. If we could see footage of their life before the baby, I'm willing to bet it would be shot in 1.85:1 or wider. 4:3 is used here for no other reason than good storytelling and for that reason, it is a fantastic and highly effective piece of film-making.

[algabraicmedia]

You are one of the most important channels on Youtube, Your impact is immeasurable. Salute

[dominey]

Fascinated by this ad! Very gritty and contrasty, which are not things you normally see in car ads.

[holdmedear]

Thanks so much for listening to my comment and doing this Ad!
I would love to see the ad: Meredes Benz - In the long run!!! Such an amazing spot!

[HugoWill]

I’m so glad that you honestly say that you can’t see a difference between digital and film when it’s really well made, which many DPs are afraid to admit. Many cinematographer so obsessed with idea of film that decline to even consider that real good digital can be emulated so well as film that no one really can’t tell a difference. I’m sure you’ve seen Steve Yedlin, but in his test feels like impossible to say which camera is which for sure. Thanks for putting time into this videos.