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As part of the exciting conversations at NAB 2025, renowned Director of Photography (DP) Timur Sivan shared invaluable insights on lighting techniques for product photography. Drawing from his journey from sculpting to cinematography, Timur highlighted the unique challenges and creative possibilities in lighting small objects, stressing the importance of creating an atmospheric environment rather than merely focusing on the product itself.
Understanding Lighting in Product Photography
The Ethos Behind Lighting Techniques
Timur emphasized that his approach to lighting transcends traditional methods focused solely on the product. He comes from a narrative background, primarily working in music videos and short films, and integrates that experience into his commercial work.
Less Micro, More Macro: Rather than getting caught up in small shadows that define a product, he believes in lighting the environment itself. For example, he creates highlights from a distance using large black boxes rather than placing cards too close to the product.
Creating Atmosphere: "You’re not lighting the object, you’re lighting the world," Timur stated, underlining the importance of context and environment in product photography.
This narrative-style of lighting results in a more cinematic quality, appealing to viewers on an emotional level.
The Journey from Sculpting to Cinematography
Timur’s path to becoming a DP was unexpected. Originally a sculptor, his transition began when he started creating video content for his art installations. His curiosity led him to experiment with cameras, eventually landing a job in commercial production due to the success of his previous projects.
Finding Your Path: “I started making videos…and after a while, I was like fine, I’ll get a camera,” Timur recalled. His early experimentation paved the way for a career that would blend his artistic skills in both sculpting and cinematography.
Learning from Experience: As he entered the film industry, Timur sought mentorship from experienced DPs. His willingness to learn allowed him to develop skills critical to cinematic lighting.
Key Insights for Aspiring DPs
Tips for Lighting and Composition
- Consider the Environment: Always think about how the lighting affects not just the product, but also the surrounding environment.
- Experiment with Scale: Avoid focusing solely on small flags for light; think larger to shape a more immersive atmosphere.
- Collaborate and Communicate: Filmmaking is a team effort. Engage with other creatives to align on the vision of the project.
- Embrace Mistakes: Learning from errors, like misjudging the type of lighting or setup, can lead to unexpected breakthroughs and inspire creative solutions.
Timur Sivan's journey reflects the interconnectedness of diverse artistic disciplines. By understanding light and shadow as essential components of storytelling, aspiring filmmakers can enhance their work.
“Filmmaking is the only art form that uses every single other art form,” - Timur Sivan
