Joel Cartier began his career as a freelance photographer and filmmaker. He successfully established his own company and now boasts brands such as SWATCH, BMW, Jean Paul Gaulthier, Huawei, Armani and Vogue as loyal customers.
Making Of
The inspiration and ideas that Joel gathers on his travels around the world, find their way into his work. Whether film or photography, every little detail in his work is full of fantastic energy, every moment in a Joel Cartier film is an adventure! He makes life itself to an exceptional stage and takes the mind on his travels into a nostalgic fantasy world. His passion is composed of colour, light and the moment. Joel believes in embedding products and people into a story, giving them a deeper meaning, and always endeavouring to give them all he can, thus ensuring both quality and joy in his work.
“My challenge was to represent the Louis XIV Energy Drink, which is coming onto the market soon, in the best possible light. To achieve this, I worked with the broncolor Litepipe (a light-tube), the Para 133 and the broncolor softbox. As the video was going to be black and white, it was all the more important to create a lighting situation which would show both the model and the Energy Drink to their best advantage. For me, was essential that I could precisely control the shadows and also vary the hardness of the light.
Final Video result
In addition, I used the Litepipe for product shots and as an edging/definition light for people. It is extremely straightforward to handle, can be easily adjusted, and provides a homogeneous, soft light.
I used the Softbox as a light-shower and headlight so that I could play with the shadows and the edges.
The broncolor Para 133 is distinguished by the wonderful beauty light it emits, while also being extremely versatile. For me as a photographer and director, it also proves to be a big help in that, with the Para 133, I can be extremely flexible and have it as a light shaper on the set, whilst also being able to use it for filming and photography.
Due to my many discerning and international customers, and the fact that setting the light is one of my favourite pastimes, it is very important to me that I work with the best technology.
Following a long-standing collaboration with broncolor, I am delighted with this optimally usable light system which can now also be used in filming.
For the said video, I was able to position the light exactly as I had imagined”.
