Use the vocabulary of cinematography
Video models have learned from footage described in film terms, so those terms are the most precise instructions available. Shot sizes run from extreme wide through wide, medium and close-up to extreme close-up. Angles include eye level, low, high and overhead. Lens feel matters: a wide lens exaggerates depth and distorts faces near the frame edge, a long lens compresses the background and flatters people. Moves include static, pan, tilt, push-in, pull-out, tracking, crane, orbit and handheld. "Cinematic" tells a model almost nothing; "slow push-in, low angle, long lens" tells it a lot.
Moves that hold up and moves that break
Static shots and slow push-ins are the most stable, because little of the scene has to be invented as the camera travels. Orbits reveal a product's shape well, but they force the model to imagine sides it may never have seen, which is where labels warp and proportions shift. Fast whip pans and energetic handheld work invite smearing and morphing. Combined moves, such as an orbit with a zoom and a crane up, are the least reliable. Reveals from behind foreground objects can change what is behind them. State speed explicitly, and generate several takes of anything important.
Planning the camera for the edit
A single clip is rarely the deliverable. Plan sequences the way an editor will cut them: an establishing wide, a medium for the action, a close-up for the detail. Keep the direction of movement consistent across cuts so a character walking left to right does not suddenly walk the other way, and respect the 180-degree line in conversations. Ask for a little stillness at the start and end of each move, which gives the editor room to cut. If the film will run vertically, frame the action in the centre from the start.
Products in a moving frame
A product that has to stay exact is the hardest thing to move a camera around. Start the clip from an approved product still rather than a text description, keep the move short and slow, and avoid revealing sides of the product the references do not show. Review the whole clip, not just the first and last frames: distortion often appears mid-move, when a label passes through an angle the model is guessing. Close-ups of labels and logos are usually better as separate, nearly static shots.
Updated 26 October 2026