A Cinematic Beverage Commercial | Cinematography Final Project | 3rd Semester
PROJECT OVERVIEW
Just Now is a cinematic beverage advertising film created as the final project for my third-semester Cinematography course at university.
The film explores how cinematography can communicate refreshment, flavour, and energy through the visual qualities of a drink.
Using ice, lime, liquid, glass, and reflections, the film builds a sensory presentation of the beverage. Rather than revealing the complete drink immediately, the visual approach draws attention to its individual elements, gradually bringing them together into a final product composition.
CREATIVE CONCEPT
Not past. Not future. Just now.
The creative concept centres on the immediacy of refreshment: the anticipation of a cold drink, the visual appeal of ice and citrus, and the moment when the elements come together.
The film uses close-up details and carefully composed product shots to build anticipation before the final reveal. The combination of liquid, ice, lime, and glass transforms a simple beverage presentation into a focused visual experience.
Cinematography & Visual Direction
The visual language combines close-up framing, controlled reflections, strong colour contrast, and carefully arranged product elements. The cool blue background contrasts with the warmer tones of the beverage and the natural yellow-green colour of the lime.
The composition keeps the glass as the central subject while using ice and citrus to introduce texture, depth, and visual interest. Camera framing and movement are designed to support the product’s sensory qualities without distracting from its presentation.
Visual Keywords: Fresh · Energetic · Refreshing · Sensory
Lighting Design
The lighting approach focuses on revealing the transparency of the glass, the surface of the ice, and the details of the lime. Controlled highlights create reflections across the glass, while directional light helps separate the drink from the background.
The balance between highlights and shadows preserves the darker tones of the beverage while maintaining visible detail in the surrounding elements.
Colour & Mood
The colour palette combines cool blue tones with the dark amber-brown of the drink and the yellow-green of the lime. This contrast establishes a visual relationship between coolness, citrus freshness, and the richness of the beverage.
Colour correction and grading were used to shape the final image, maintain consistency, and reinforce the film’s distinctive colour contrast.
My Role & Contribution
I independently handled the cinematography, lighting, colour correction, colour grading, and editing. I was responsible for developing the visual approach and translating the concept into a cohesive film through framing, exposure, lighting, colour, and editing rhythm.
Production Approach
The film was shot at home rather than in a professional photography studio. Working with limited resources, I adapted the available space and equipment to create a controlled product-shooting setup.
The production required careful arrangement of the glass, ice, lime, background, and lighting to achieve the intended visual composition. The project allowed me to explore how controlled highlights, reflections, colour contrast, and product styling can create a considered commercial aesthetic without a fully equipped studio.
Project Details
- Project Type: Academic Final Project | 3rd Semester
- Course: Cinematography
- Format: Beverage Advertising Film
- Product: Iced Beverage with Lime
- Concept: Just Now
- Camera: Sony FX30
- Lens: Sigma 18–50mm F2.8 DC DN
- My Roles: Cinematography, Lighting, Colour Correction, Colour Grading, Editing
- Production Location: Home-based setup
Academic Achievement
This film was part of my final cinematography project, for which I received the highest grade in the class.
Selected Frames
