Crafting Timeless Visuals: Omer's Cinematographic Approach to the EB Watches Commercial

As DOP on the EB Watches commercial, my objective was to translate the brand’s values -elegance, craftsmanship, and timelessness -into a cinematic visual language. Set against the majestic and unpredictable landscape of the Scottish Highlands, the project offered a unique opportunity to juxtapose the refined precision of the timepiece with the raw, elemental beauty of nature.

Interpreting the Brand Through Visual Storytelling

The visual identity of EB Watches is rooted in understated sophistication. This informed every creative choice, from lens selection to lighting philosophy. I approached the shoot with the intention of visually reinforcing the brand’s ethos: a product that speaks through its refinement, not flamboyance. The goal was to craft images that were evocative, considered, and quietly powerful.

The Scottish Highlands as Narrative Texture

Rather than treating the Highlands as mere backdrop, I approached the landscape as an active character in the narrative. The scale and drama of the location created a compelling contrast with the watch’s intricate detail. Wide establishing shots emphasized vastness and isolation, while tight macro compositions brought the viewer into close proximity with the watch, highlighting its textures and craftsmanship.

This contrast between environment and product served to heighten the emotional impact of each frame, positioning the timepiece as a grounded, enduring element within a constantly shifting world.

Natural Light as a Design Element

We adopted a predominantly naturalistic lighting approach. Working within the limited daylight windows typical of the Scottish Highlands, we planned our schedule around golden hour and utilized available atmospheric conditions-mist, overcast skies, and backlight- to create soft, sculpted imagery.

When additional control was required, we kept interventions minimal: bounce reflectors to lift shadows and negative fill to maintain shape and contrast. This allowed the product and model to exist organically within the scene, without the lighting ever feeling imposed or artificial.

Camera System & Lens Selection

The project was shot on the Sony FX3, a choice made for its compact form factor, cinematic image profile, and strong low-light performance—crucial in a location where lighting conditions shifted rapidly and setup time was limited.

For lenses, I paired Sigma Art lenses with Laowa primes, striking a balance between optical precision and character. The Sigma Art lenses delivered crisp, modern images with beautiful contrast, ideal for capturing the fine craftsmanship of the watch. Meanwhile, the Laowa primes brought a more expressive edge, particularly useful for wide environmental shots and close-focus moments, adding visual texture without sacrificing detail.

This combination allowed for versatility in framing, while maintaining a consistent, premium look across the board.

Adapting to the Landscape

Shooting in the Highlands demanded flexibility. The weather was unpredictable and frequently forced us to pivot. However, rather than fight these conditions, we leaned into them. Sudden fog, shifting sunlight, and dramatic skies often became the most visually arresting elements in the final cut. Embracing the spontaneity of nature added an authenticity and depth that couldn’t have been scripted.

The EB Watches commercial was a study in contrast-between nature and design, movement and stillness, control and spontaneity. As a cinematographer, my approach is always to support the emotional tone and core message of the project through carefully considered visuals.

On this shoot, that meant trusting simplicity, working in harmony with the environment, and allowing the product to speak through elegant, timeless imagery. It was a collaborative, creatively fulfilling experience-and one I’m proud to have helped bring to life.

- Ömer Dernek