What to photograph for a video ad, by what you sell

Show the piece worn, then on its own, then the setting or the clasp up close. Shine reads better on a plain, dark or soft background.

Start with the whole room so people can picture the piece at home, then move to the material: the weave of a rug, the grain of wood, the stitch on a cushion.

Lead with the full look on a person, then fabric and fit. A close-up of the texture often does more than a second full-length shot.

Food sells on appetite. Open with the close-up, the pour or the bite, then the setting, then the bottle, box or offer.

A bottle on a plain background is a good start. Add a texture or an ingredient and one photo of the ritual, so the reel carries a feeling, not just a product.