commercial productions, directors & dops

Oct 2024

LifeDesign

Cape Town

Mentoring a young cameraman is a responsive action and part of paying it forward. As a natural mentor, director Linda Notelovitz hired young cameraman Canaan Friedman for his first professional role to shoot her latest campaign for Jaguar / Give Her A Crown.

“A lot of cinematography is intuition. It’s an art, not a formula.” – Reed Morano, director and cinematographer.

Linda used the campaign theme of 'Shifting Perspectives' as a visual metaphor. Believing in the importance of authenticity when working with brands on camera, she interpreted each fashion designer’s brand identity through a distinct expression of individuality. She conveyed their creativity, personal statements, and essence into each film’s narrative, resulting in five experimental fashion films focused on the message of female empowerment. Each film was unique but maintained the grace and oversight of the main client brands for the Give Her A Crown / Jaguar 2024 campaign.

“The DP must be in sync with the artist – responsive, finding a rhythm, and coaxing the camera into a dance with the artist to capture the most visceral experience. This is how we create footage that enables the viewer to feel deeply.” – Linda Notelovitz.