When it comes to shooting commercials for prestige car manufacturers, anything less than perfection is not good enough. The vehicles have to look flawless and the location awe-inspiring, bathed in incredible light. To generate excitement, a whole range of shots are needed, often in a very short space of time – everything from high-speed vehicle-to-vehicle shots and aerial captures, to panning and long-lens shots of the car in motion.
With no room for error and little time for reshoots, a car commercial is one of the most high-pressure commissions you can take on. So, when filmmaker Brett Danton was asked to shoot an advert for the F-PACE, Jaguar's luxury SUV, he needed a camera he could rely on, and he jumped at the chance to become the first to shoot with the Canon EOS C500 Mark II.
"Car clients are very particular," he says. "You can see anything that goes wrong, any reflections that aren't right. There's always lots of sky in the shots, so you can see any degradation there. It's a whole new level. Jaguar has a very specific list of cameras it will allow its commercials to be shot on, and it doesn't want silver cars to look grey. I had to get everything right first time."