5 min read
Shooting for phones on mute
Most feeds play without sound. Here is how that changes the way we light, frame and caption.
Written by Iris Novak, lead editor
Most people watch ads with the sound off, on a small screen, in a bright room.
Light for a small screen
We light faces and products a little brighter than feels natural, so they hold up at low phone brightness.
Captions are the script
Captions are written with the script, not added after. Every line has to read in the time it is on screen.