The commercial for Sino Gem jewelry, titled "Jewel Box of Life," tells the emotional story of a box of jewels handed down through three generations. It shows a little girl growing up to become a mother, with all the memories and love of family life being symbolized by a box of jewels. Verhoeven met up with ARRI Rental to share his thoughts on 65 mm, DNA lenses, and using larger formats for smaller screens.
Why did you and the director choose ALEXA 65 for this commercial?
From the start we wanted to do a commercial with more narrative and poetic elements, telling a story rather than just showcasing the products. The director was looking for a soft and elegant look, and he liked the idea of very shallow depth of field. Around that time I watched "Joker," which is totally different from our commercial, but I was fascinated by the ALEXA 65 look and felt instinctively that it would match the visual feel we were going for. I was lucky that the director had a lot of creative control and we could actually make it happen; it was a great opportunity and we were maybe the first to shoot a commercial with the ALEXA 65 in China.