¿Which are the best cameras for shooting commercial spots?

cuadroveinticuatro
Jun 10
4 min read

When we want to produce a commercial spot for our company or project, we often get quotes and compare them with the provider’s experience. One variable that’s sometimes overlooked is the type of camera that will be used to shoot the audiovisual material.

Often, we assume that if it’s 4K, that’s enough. We might not even consider it, focusing solely on the provider’s experience and overlooking the image quality they’ll deliver.

Even when sending a visual reference, if you’re not clear about what you expect, the provider might use it only as a guide to cut costs—potentially compromising the visual quality you’re seeking to achieve and position.

It’s not enough to have just a “good camera”; you must know which camera you’re getting for the filming.

Resolution and Frame Rate:

One of the most critical aspects of a video production camera is its resolution and frame rate, which determine the sharpness and smoothness of the footage. Resolution refers to the number of pixels in the image, while frame rate refers to how many frames per second (fps) the camera can capture.

In commercial work, it’s essential to have a camera capable of shooting at least Full HD (1080p) or 4K (2160p), and at least 24 or 30 fps to achieve a cinematic or realistic effect. Some cameras offer more advanced options, such as higher resolutions (6K or 8K) or faster frame rates (60 or 120 fps), providing more flexibility and creative possibilities in post-production.

Explicacion de la velocidad del framerate

You can also find DSLR or photo-style cameras that support these resolutions and frame rates, and even have excellent sensitivity ranges, but they may lack other features that can make a visual difference.

That’s why the best option is to use a dedicated digital cinema camera for advertising—namely, cameras that aren't just “adapted” but are fully equipped and ergonomic for filming.

¿Why Frame Rate Matters in Video?

Choosing the right frame rate is crucial for viewing quality. Typically, 24 fps simulates our natural visual perception. However, for higher detail—such as in sports—higher frame rates are preferred. Lower frame rates are ideal for animated GIFs.

Sensor Size and Lens Compatibility

Today, cinema-grade cameras are like a modular system, assembled with specialized accessories to achieve distinct image texture and quality. The key components aren’t the accessories but the sensor and the file format used when shooting.

One of the most vital components is the camera’s sensor—its electronic optical nerve. This is critical when choosing a camera for advertising production.

The sensor captures light and converts it into an image—it affects depth of field, low-light performance, and dynamic range. A larger sensor can produce a shallower depth of field, isolating the subject from the background and capturing more detail in shadows and highlights. However, larger sensors also require more expensive and heavier lenses, reducing mobility and versatility. It’s important to strike a balance between sensor size and lens options, selecting a camera compatible with current or future lenses.

The most common mount for advertising cinema cameras is the PL mount.

Audio and Connectivity

An effective video production camera must have robust audio and connectivity features to enhance the quality and efficiency of commercial projects.

Audio is an essential element in any video, so it's critical to have a camera that can record clear, crisp sound—or at least accommodate an external microphone or audio recorder. Connectivity refers to the ports and wireless options the camera offers, making file transfer, image monitoring, or remote configuration easier. Some cameras have HDMI or SDI outputs to connect to external monitors or recorders for better viewing or backups. Wi-Fi or Bluetooth capabilities allow using a mobile device as a remote control or live-streaming tool.

Ergonomics and Battery Life:

Finally, the ergonomics and battery life of a video production camera deserve attention, as they affect comfort and convenience during commercial shoots. Ergonomics relates to the design and layout of the camera—how easy and comfortable it is to hold, operate, and adjust.

Look for a camera with a sturdy yet lightweight body, comfortable grip, clear and bright viewfinder or LCD, and accessible, intuitive buttons and dials. Battery life determines how long the camera operates on a single charge and how easy it is to replace or recharge the battery. Ideally, choose a camera with reliable battery performance, spare batteries, or a power adapter to avoid losing any crucial shots.

Recommended Models:

In our experience, the best camera models for shooting a cinematic commercial spot depend on the type of shot you plan, the main lighting conditions, but most importantly on having the proper sensor size and a robust recording format to prevent degradation in post-production.

Another separate consideration is the size of the camera body, which can be crucial during a shoot—as long as it doesn’t compromise the distinctive image quality we aim to achieve.

Here is a list of some recommended cameras:

BLACKMAGIC URSA Mini PRO 4.6K G2 PL

(This model, along with the BLACKMAGIC POCKET CINEMA CAMERA PL, are among the most used for their ergonomics and cost‑efficiency.)

RED DIGITAL CINEMA V‑RAPTOR XL

(Other models in the series include RED WEAPON DRAGON, RED EPIC DRAGON PL, RED EPIC MYSTERIUM‑X PL, RED SCARLET DRAGON PL, and RED SCARLET MYSTERIUM‑X PL.)