TRENDS
ON YER BIKE Getting close to the action for a dramatic shot adds visual appeal (left), while vintage-style lenses serve a retro aesthetic and can give wonderful flares, especially with an old-school subject (right) imperfect exposure all signal something deeply human. These throwback styles carry nostalgia, but also trust. There’s a growing return to real film stock with analogue textures. Of course, this can be expensive to shoot and is often the domain of big-budget productions. But this trend isn’t about retro styling for its own sake. It is about grounding stories in something tactile and believable. For filmmakers, this doesn’t always mean using film itself. It might be hybrid workflows, textured overlays or shooting sequences on film to punctuate a digital project. The key is using texture as a tool, not a gimmick. 3 Docu-style isn’t going anywhere If there’s one clear trend that continues to dominate, it is documentary-style storytelling. Handheld cameras, natural light, real people and unscripted moments are now staples of commercial work. Audiences trust what feels observed rather than constructed, and brands
NEW YEAR STYLE Even high-end commercial shoots can be done with just one shoulder-mounted camera for a real- world look (left). Different viewpoints are always a good option and, in 2026, something clients demand (above left) 5 Colour gets its boldness back Neutral palettes are out. Bold, saturated colour is now central to brand storytelling, not just set dressing. From hyper-stylised commercial worlds to carefully curated monochromatic scenes, colour is being These spots work particularly well in unskippable formats, where simplicity becomes a strength. Executed well, a long take can feel bold, elegant and fearless. But a word of warning – executed badly, it exposes every weakness. The one-shot trend demands skill and precision in choreography, blocking, camera movement and performance. They all have to align and there’s nowhere to hide, which is exactly why brands are drawn to it. increasingly want stories that reflect life as it is – messy, emotional and imperfect. Such an approach has proven especially effective in campaigns designed around relationships, identity and lifestyle, when sincerity matters more than spectacle. For filmmakers, a premium is now placed on skills that can’t be faked, such as reading a room, reacting quickly and finding the story in real moments. Crews become leaner, lighting becomes simpler and the story’s message becomes more important than production value alone. 4 One shot takes it Social media may have driven an explosion in fast-cut, hyperactive reels, but one- shot commercials are making a quiet but confident return. A single, uninterrupted take forces the viewer to slow down, and that alone can be enough to hold attention.
“The story’s message is more important than production value alone”
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