Company 3 Senior Colorist Tim Masick recently spoke with LBB as part of a conversation about what Adland has done wrong about color grading and the evolution of art.

The article discusses how color grading has become a vital storytelling element in advertising, where capturing the audience’s attention every second is paramount. Beyond just a finishing touch, the effective use of color can add depth, dynamism, and a unique visual identity that makes a campaign unique.

Discussing trends in color grading and recommendations for brands working with colorists, Tim comments in the article, “While the trend of filming out to capture analog aesthetics seems to be receding slightly – as we have powerful digital tools to emulate those characteristics – the increased collaboration early in the process is inspiring… Conversations before shooting, testing looks, and creating preliminary LUTs, similar to the film world, are becoming more common in commercials. This pre-production involvement allows for a unified vision from the outset, leading to a more cohesive and ultimately better final product where everyone is aligned and building towards a shared visual goal.”

Read LBB’s whole discussion piece.