In the world of cinematic video production, lighting is more than just illumination—it’s a powerful tool that shapes narratives, evokes emotions, and reinforces brand identity. When wielded with intention and creativity, lighting can transform ordinary scenes into extraordinary visual experiences that resonate deeply with viewers.
The Art of ‘Planetizing’ Content
Recently, we had the opportunity to showcase this philosophy in action during a shoot for Planet Fitness. Our mission was to highlight their latest high-tech machinery being rolled out in select locations. To achieve this, we employed a technique they aptly call ‘planetizing’ their content. But what does this mean in practice?
Astera LED Light Tubes: A Game-Changer
We brought in Astera LED light tubes to backlight the new equipment. These versatile lighting tools allowed us to create a captivating ambiance that not only illuminated the scene but also infused it with the essence of the Planet Fitness brand.
Programming Brand Colors
One of the most crucial aspects of our lighting setup was programming the Astera tubes to emit Planet Fitness’s signature purple hue. This deliberate choice ensured that every frame was anchored in the brand’s visual identity, creating a cohesive and instantly recognizable aesthetic.
The Psychology of Color and Light
By bathing the scene in the brand’s color, we achieved several key objectives:
- Brand Reinforcement: The consistent use of purple subconsciously reinforced the Planet Fitness brand throughout the video.
- Emotional Connection: Purple, often associated with creativity and luxury, helped elevate the perception of the new machinery.
- Visual Harmony: The color created a unifying element that tied together different shots and scenes.
Crafting Focus Through Lighting
While the purple backlighting set the stage, it also served a more nuanced purpose:
Enhancing Subject Focus
In close-up and medium shots, the backlighting drew even more attention to the speaker and the machine. This technique created depth and dimension, separating the subjects from the background and guiding the viewer’s eye to the most important elements in the frame.
The Intention Behind the Illumination
Our approach to lighting in this project exemplifies the thoughtful consideration that goes into every aspect of professional video production:
- Brand Consistency: By using lighting to reinforce brand colors, we ensured that the video felt unmistakably “Planet Fitness” from start to finish.
- Mood Setting: The soft, purple glow created an atmosphere of innovation and excitement around the new equipment.
- Visual Interest: Dynamic lighting added depth and texture to what could have been a static presentation of machinery.
- Versatility: The Astera LED tubes allowed us to adjust intensity and color on the fly, giving us the flexibility to adapt to different shooting scenarios.
Lighting as a Brand Ambassador
In the end, our lighting choices did more than just illuminate a scene—they became an integral part of the storytelling process. By carefully considering color, placement, and intensity, we created a visual environment that not only showcased Planet Fitness’s new technology but also reinforced their brand identity and values.
The next time you watch a professionally produced video, pay attention to the lighting. You’ll likely find that it’s doing much more than meets the eye—it’s silently but powerfully communicating the essence of the brand, one carefully crafted frame at a time.
