Why did you choose Prime DNA lenses, and what did you think of them?
The Prime DNA lenses were a perfect fit for the tender and poetic image we wanted. They have some characteristics of vintage lenses, with very pleasing bokeh, but at the same time staying sharp in the center. In general I just really like the aesthetics of this collection, to me it combines the best of both worlds, creating that lovely large-format look, while retaining some vintage softness. We shot the bulk of the commercial with the 65 mm Prime DNA, because it can go to T1.6 and--combined with the ALEXA 65 sensor--you really get something unique.
What was your biggest challenge on the shoot?
Just getting through all our lighting setups within the limited time available. The story encompasses different time periods, with different feels and textures for each period. The director and I really wanted high quality throughout, so it was challenging to make that happen while moving so fast. There is one sequence where the light is moving on our actress, to add a subjective feeling and some visual interest, and this was an idea we got on set, so it wasn't part of the prep.