In many situations, one light on the subject is enough to get the image you’re looking for. But, if you have the extra time and resources, the concept of "wrapping the key" can add depth to the shot while making your lighting feel more naturalistic.

The most memorable ads are ones that elicit a strong emotion or sense of belonging. Budget can help with that but is, in many cases, one of the least important factors.

Interviews can make or break your campaign, documentary, or commercial. Having a formula to follow can make things easier and allow you to focus on story.