Director’s Vision
The brief
- Client
- Ajmal Perfumes
- Subject
- Abdulla Ajmal, CEO
- Agency
- LPS Brands
- Role
- Director & DOP
- Output
- CEO film + cutdowns
For this project, I set out to shoot the CEO as a portrait subject, not an interview subject. A founder film usually lights the room and lets the words do the work. I wanted the opposite: one face, one voice, and enough shadow around them that you lean in. I chose high-contrast black and white because it strips the image back to structure, skin, and attention, the same way the collection strips a perfume back to a single idea. The blank page runs underneath it, opening near-black and resolving to a face, so the frame arrives at the man the way the story arrives at the collection.
Cinematic Black & White
The reference register was chiaroscuro, the painters' high-contrast light before it was ever a film term. A single soft key, raked across a plain studio background so it falls off fast into deep shadow. No general fill. I let the blacks go to true black and used deep negative fill on the far side of the face to keep it carved rather than flat.
Black and white is unforgiving on exposure, so I monitored on false colour throughout and graded the contrast on set rather than fixing it later. He wears heavy-framed glasses, which in hard side light catch every source in the room, so much of the setup was angling the key and the eyeline to hold a clean catchlight and keep the lenses readable.
Around the interview I shot the beats the voice-over needs. The blank sheet of paper, hands writing without revealing the words, and a closing tilt that lifts off him and settles on the page. The props came from the fragrances themselves, the figs, cherries, tea, and osmanthus inside the Chapters, lit to the same hard, low-key logic as the face.
Director’s note
One face, one voice, and enough shadow around them that you lean in.
Behind the Scenes
Craft spec
- Cameras
- URSA Mini 4.6K + Pyxis 6K
- Lenses
- DZOFILM Arles primes, T1.4
- Lighting
- Aputure, single shaped key
- Look
- High-contrast B&W, false-colour
- Delivery
- Horizontal + vertical
I shot on two Blackmagic bodies, a URSA Mini 4.6K and a Pyxis 6K, running an A and B camera so the interview held a wider main and a tight single from one setup. On the front I ran DZOFILM Arles primes, clean full-frame glass that holds the highlights while the background falls away.
The film was shot across two Al Quoz studios, Stellar Studio Plus for the main portrait stage and the Hot and Cold Studio for the tighter setups. Every frame was cut two ways from the same coverage, horizontal for the film and vertical for social, so the portrait held up on a launch screen and on a phone.
Inspirations
The film sits closer to a gallery portrait than an advertisement. High-contrast black and white pulls the colour out and leaves structure, skin, and attention, which is exactly what a founder film usually gives away by lighting everything evenly.
The reference language was editorial portraiture and the low-key grammar of film noir: one hard source, deep shadow as composition, and a face held sharp against a background that falls to black. The restraint is the point. It matches a collection built by taking a brief away.
References
- Register
- Editorial portrait, gallery-clean
- Light
- Chiaroscuro, single hard source
- Grade
- True-black, high contrast
- Touchstones
- Avedon, Penn, film-noir key