A lot of people assume that cinematography is a technical skill. But being a great technician doesn’t mean you’ll create effective images. And, even the most beautiful image in the world can’t save a filmmaker who doesn’t know their story. In movies, every image exists to support that story.

Just mentioning Christopher Nolan makes us think of grand stories. Brands, such as Apple or BMW, have a similar effect. If Apple announced a new electronic toothbrush, you could probably picture not only the product but also the sleek marketing page promoting it.

Think of a few famous images. Maybe the Afghan Girl staring straight at the camera, or Muhammad Ali towering over his opponent after a knockout. Maybe it’s those construction workers eating lunch on a steel beam high above New York.

A brand works more like a movie character. Every trait serves one clear purpose: to tell a story. Just hearing names like Harry Potter or James Bond brings back vivid memories, as if we’ve known them for years..

"That’s a beautiful image! What camera did you use?” — this is an old joke told by photographers and cinematographers, poking fun at uninformed viewers who think that the camera is the one taking the pictures..