Beauty is in the eye of the beholder; art is not. I once read a book that said that right and wrong hold the meaning of life. While humans may need the bad to appreciate the good, no one needs bad art. Plainly put, it has no counterpart.
So why does the “influencer aesthetic” exist? There is a place for “work” that answers questions before it creates emotions, but it should not be used for your brand. Ad filmmaking uses the language of cinema, not content, to influence people.
You’ll know it when you see it.
Cinematic footage has shadows, falloff (areas intentionally out of focus), texture, and imperfections. “Content”- inspired footage depicts every detail equally; nothing is emphasized, so it could belong to any brand and therefore to none.
Brands, you see, need to bend light. Soft lighting reveals intimacy. Hard lights convey tension. Contrast shows conviction. Darkness conveys, ironically, trust. How you light your commercials describes, in visual terms, how you see your brand.
Moving images are a brand signal. Cinematic work showcases the power of restraint. A well-produced commercial requires fewer words, fewer effects, and fewer angles. It does not try “too much” because there is less to explain.
Contrast this approach with influencer aesthetics. Evenly lit talking heads. Over-sharpened faces. Neutral color for safety. All these choices are designed to avoid responsibility, not express identity.
It reminds me of what the French call “Blancmange,” which, translated, means Wonder Bread without the wonder. When you see it, I am reminded of a line from The Little Prince. “ It is only with the heart that one can see rightly; what is essential is invisible to the eye.”
So next time, embrace imperfection, shoot cinematically, and show your brand in a better light. Visit me at Film making – CHRIS C. BIRT
