In the production of movies and advertisements, it is the lens of the camera and not the camera itself that produces cinematic images. The role of lenses in determining the look and feel of a movie or an advertisement cannot be overemphasized.

Through this blog, we will discuss the various types of lenses utilized in film and advertisement shoots, their use in cinematography, and ultimately how professional production houses such as Lafiilmz decide which lenses to use.

Step 1: Why Lenses Matter in Film & Ad Production

Lenses control:

• Field of view
   

• Depth of field
   

• Image compression
   

• Perspective
   

• Visual storytelling
   

In ad films, every frame must look intentional and premium. That’s why professional productions rely on specialized lenses rather than basic kit lenses.

 

Step 2: Prime Lenses – Sharp & Cinematic

What Are Prime Lenses?

Prime lenses have a fixed focal length (e.g., 35mm, 50mm, 85mm).

Why They Are Used

• Extremely sharp image quality
   

• Wider aperture (f/1.4, f/1.8)
   

• Beautiful background blur (bokeh)
   

• Excellent low-light performance
   

Common Uses

• Emotional close-ups
   

• Dialogue scenes
   

• Fashion and beauty advertisements
   

• Cinematic storytelling
   

Popular Prime Lenses

• 35mm – Natural cinematic look
   

• 50mm – Human eye perspective
   

• 85mm – Portraits and product ads
   

👉 Prime lenses are widely used in commercials and brand films where visual quality is a priority.

 

Step 3: Zoom Lenses – Versatility on Set

What Are Zoom Lenses?

Zoom lenses cover multiple focal lengths (e.g., 24–70mm, 70–200mm).

Why They Are Used

• Flexible framing without changing lenses
   

• Faster shooting on set
   

• Ideal for dynamic scenes
   

Common Uses

• Corporate films
   

• Event coverage
   

• Documentary-style ad films
   

• Outdoor shoots
   

Popular Zoom Lenses

• 24–70mm – All-rounder lens
   

• 70–200mm – Long-range cinematic compression
   

👉 Zoom lenses save time and are perfect for fast-paced productions.

 

Step 4: Wide-Angle Lenses – Establishing the Scene

What Are Wide-Angle Lenses?

Wide-angle lenses usually range from 14mm to 35mm.

Why They Are Used

• Capture more of the environment
   

• Create depth and scale
   

• Enhance motion and energy
   

Common Uses

• Establishing shots
   

• Location-based ads
   

• Architecture and real estate films
   

• Car and travel commercials
   

👉 Wide lenses help brands show space, scale, and environment effectively.

 

Step 5: Telephoto Lenses – Compression & Focus

What Are Telephoto Lenses?

Telephoto lenses typically range from 85mm to 300mm.

Why They Are Used

• Background compression
   

• Isolating subjects
   

• Shooting from a distance
   

Common Uses

• Product commercials
   

• Fashion films
   

• Outdoor ad shoots
   

• Sports and action shots
   

👉 Telephoto lenses create a premium, cinematic feel with smooth backgrounds.

 

Step 6: Anamorphic Lenses – True Cinema Look

What Are Anamorphic Lenses?

Anamorphic lenses capture a wider cinematic frame and create unique visual characteristics.

Why They Are Used

• Cinematic widescreen aspect ratio
   

• Oval bokeh
   

• Horizontal lens flares
   

• Film-like visuals
   

Common Uses

• High-end ad films
   

• Brand commercials
   

• Music videos
   

• Feature films
   

👉 Anamorphic lenses are often used when brands want a luxury, theatrical look.

 

Step 7: Macro Lenses – Extreme Close-Ups

What Are Macro Lenses?

Macro lenses allow extreme close-up shots with sharp detail.

Why They Are Used

• Highlight product textures
   

• Capture fine details
   

Common Uses

• Jewelry ads
   

• Cosmetic and beauty ads
   

• Food commercials
   

• Product demonstrations
   

👉 Macro lenses are essential for product-focused advertisements.

 

Step 8: Specialty Lenses – Creative Effects

Types of Specialty Lenses

• Tilt-shift lenses
   

• Probe lenses
   

• Fisheye lenses
   

Why They Are Used

• Creative distortion
   

• Unique perspectives
   

• Experimental storytelling
   

Common Uses

• Concept ads
   

• Creative brand campaigns
   

• Experimental visuals
   

👉 These lenses help brands stand out visually.

 

Step 9: Choosing the Right Lens for the Right Project

Professional production houses do not randomly select lenses. The choice depends on:

• Script and storyboard
   

• Brand identity
   

• Platform (TV, digital, social)
   

• Lighting conditions
   

• Budget and production scale
   

At Lafiilmz, lenses are selected carefully to match the creative vision and marketing objective of each project.

 

Final Thoughts

Lenses are more than a technical tool – they are a tool for story-telling. Whether through a cinematic close-up or a wide angle, each lens brings its own element of narrative to filmmaking and advertisement.

Knowing the various types of lenses that are involved in filming and advertisement shoots will help the brand understand the work that goes into professional video production. As a brand that partners with a professional production company such as Lafiilmz, your production will get the proper equipment and expertise to bring your brand story to life.