Retail Technology Commercial for Inkling

Retail Technology Commercial for Inkling

Capitola Media produced a commercial for San Francisco software company Inkling, showing how its platform connected headquarters with employees on the retail floor. We managed production and postproduction, from concept planning and filming through editorial and final delivery.

The film placed Inkling’s communication, task management and operational information in a physical retail setting. That gave the software a visible role in the work happening inside a store, a central part of our technology video production approach.

A 60 by 30-Foot White Cyclorama

We filmed on a white cyclorama sound stage in Los Angeles measuring approximately 60 by 30 feet. Its width and depth provided room for talent, product action and camera movement while keeping the edges of the set out of frame.

The floor and wall were freshly painted before filming. Crew wore booties on the white surface, and traffic across the cyc was restricted to protect the finish. Between takes, the crew checked for scuffs and footprints, reset the surface as needed and kept equipment outside the active frame.

Lighting the Background and Retail Action

The lighting plan treated the white background and the foreground separately. Broad, even illumination held the cyc at a consistent white value, while controlled key, fill and separation light shaped the people and products.

Metering and camera tests helped avoid hot spots, uneven exposure and a background bright enough to wash out the subjects. Camera blocking, lighting coverage and floor maintenance were coordinated as the production moved through different setups.

Coordinating the Stage Production

Capitola Media managed the crew, camera, lighting, art direction, talent and stage logistics. The controlled environment let us build the retail action around the software story while maintaining continuity across performances and camera positions.

The project drew on our Los Angeles production experience with sound stages and studio crews.

Editorial and Finishing

Editorial shaped the performances and product interactions into a concise explanation of Inkling’s offering. Finishing brought the photographed environment, product messaging and supporting visuals together.

Managing both production and postproduction kept the stage concept connected to the finished film. See more of our commercial video production work.