Service · Brand films
Brand films, made without the production.
A brand film is a short piece of story that makes people feel something specific about a company. In Fair Light makes them for teams who could never previously justify a shoot.
A brand film tells them why anyone should care, usually by putting a person in it and letting the audience recognise themselves.
— In Fair Light
What it is
What is a brand film?
A product explainer tells someone what a thing does.
Most companies skip it, because historically a brand film meant a crew, a location, a shoot day and a five-figure invoice before anyone had seen a frame. That maths only worked above a certain size. It does not have to any more, and the part that decides whether the film is any good was never the crew.
Scoped per project · Two revision rounds included · Typically one to three weeks
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Brand films and launch films, directed end to end
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Social cutdowns, sized per platform
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Original score and sound, not library music
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Work in English or in French
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Two revision rounds included
How it works
01
How do you make a film without shooting one?
We start on the story, not the tools. Each scene is art-directed as start and end frames, generated, and finished the way any broadcast job is finished: edit, grade, typography, pacing and sound. Some projects have real footage in them and some are shot conventionally. We tell you which one we think it should be before we start.
The part that decides whether it works is unglamorous, and it is where the time goes: which take holds, where the cut lands, whether the grade is lying, whether the music is doing the emotional work the script failed to do.
02
What does one actually look like?
For a community pharmacy in Hull, Québec, it looked like this. The owner sent two photographs from his phone. What came back was a short film: a delivery driver named Michel, four seasons, the same door, the same uniform, the same line each time. February blizzard, July humidex, October leaves. Eight scenes, French narration, original score, and an end card built to match the pharmacy's own identity.
The constraint that shaped it is worth knowing. Québec pharmacies cannot advertise prices or promotions, so the service was the only thing legally available to sell and the story had to do all of the work. The owner then asked the agency that runs his social channels to bring us in for a series of shorts.
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Who is this for?
Founder-led and operator-led businesses, where the person deciding is also the person who cares whether it is good. It works particularly well when you are selling something invisible, or something regulated, or something people would understand instantly if they could see it happen once.
It works badly if you want volume. We would rather make one you are proud of.
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What do you get?
The film in 4K, cutdowns in the formats you actually run, and stills for web and print. Two revision rounds are included on everything. Most single-video projects run one to three weeks from the first call.
The film opens and closes on a customer who drove to the pharmacy every month for years because nobody had told her the free delivery existed. Her quiet irritation at finding out late is the entire call to action.
— the pharmacy film
Straight answers
Will it look like obvious AI?
That fear is most of the reason this studio exists. The synthetic look comes from letting the tool make the decisions. Here, every frame that survives is one a person chose, regraded and cut on purpose. If a shot looks fake, it does not ship. Some projects have no generated material in them at all, and we will tell you which kind yours should be before we start.
Is In Fair Light just one person?
It is led by one person, with a longtime collaborator and specialists brought in when a project calls for one. That is not a caveat. You are paying for direction and for the edit, not for overhead, and you are talking to the person doing the work.
How much does it cost?
It depends on what the thing actually is, so we scope it on the first call and you have the full number before anything starts. Two revision rounds are included on everything. We will also tell you when a smaller project would do the job, which happens more often than you would expect.
How much of my time will this take?
Very little, and that is deliberate. The first conversation, your feedback once you have seen the visual direction, and two rounds of review. For the pharmacy film, the client's entire contribution was two photographs sent by email. In between we go quiet and build, and you review finished thinking rather than half-finished questions.
We already have an agency running our social. Does that work?
Yes. On the pharmacy series the agency briefs us, writes the scripts and adds its own voiceover and music, and we deliver the picture. If you already have a team, we fit into the part they do not do.
Do you work in French?
Yes. Alex is from Québec and works natively in both languages, including scripts, narration and correspondence. The pharmacy film is in French.
Straight answer
If a shot looks fake, it does not ship.
From: “Will it look like obvious AI?”
Elsewhere on the site
Not sure which lane you need?
Bring the project. Deciding which is which is the first thing we do together.
Get in touch
Have a story a deck cannot carry?
Tell us what you are making, who it is for and roughly when it needs to exist. The first conversation costs nothing and has no tools in it.
Before you commit
It depends on what the thing actually is, so we scope it on the first call and you have the full number before anything starts.
From: “How much does it cost?”