Video
Morningstar's approach to cinematography is grounded in authenticity and intention, ensuring our subjects and messaging are seen as independent, trustworthy, and knowledgeable.
Composition
To showcase the human aspect of our brand, the subject should be the focal point of the shot, framed at eye-level to the camera for interviews and addresses to camera.
Be mindful of everything visible in the frame, including foreground, background, or the periphery of the subject. Visual distractions risk minimizing the impact of your message and the polish of the video.
Do ensure all visible elements reinforce the narrative.
Do frame the subject eye-level to the camera for interviews and pieces to camera.
Lighting
Lighting supports authenticity and should feel sincere, not moody or glamorous. Subjects are lit with a flattering light that feels professional, polished, and revealing.
The light on the face should be soft but not over-filled. Shadows are allowed to be deep, when appropriate and connected to the visual style of the content. Subjects sit comfortably in the light and do not hide in shadows.
Do use even, soft light on the subject's face that complements a controlled studio environment.
Do allow shadows to add depth and dimension when shooting on location, while keeping the subject's face well-lit.
Color
Rich, natural color deepens our understanding of the subject and their surroundings, especially in interviews. Any post-production or color correction should enhance the fidelity and clarity of the original image.
Don’t apply color washes or decorative color filters, unless they expressly align with the pre-approved visual style of the content.
Do take advantage of colorful environments that add visual interest without competing with the subject.
Do preserve the true, vibrant tones of the environment so that colors like furniture and walls read accurately.
Don't apply color washes or decorative filters on video images.
Location
Locations are intentionally chosen to underscore a video’s purpose and messaging; more than just backdrops, they invite connection with the subject matter. For editorial videos and client testimonials, use a minimalist style to keep the focus on the speaker and the messaging. This approach features a clean, often white, backdrop to reinforce our direct, honest communication style.
For product, marketing, and branded content, choose polished, professional locations that support the video objective, whether it’s showcasing innovation, building trust, or inspiring action.
Do choose locations that visually reinforce the subject matter and add context to the narrative.
Do consider filming establishing shots that orient the viewer and set the stage for the content.
Do use a clean, minimalist backdrop for testimonials and editorial content to keep attention on the speaker and their insights.
Do consider filming movement-driven footage that brings energy to the content.
Camera Movement
A camera that is in motion adds energy, helps contextualize the environment or subject, and connects the audience to the desired tone of the video. Most elements are filmed on a tripod or motorized slider for clean, smooth movements when necessary. Handheld camera moves may be used to emphasize an energetic setting. Whip pans or shaky camera movements should not be used.
