The demand for commercial film is higher than ever. Today’s audiences are more discerning, demanding content that feels authentic and emotionally resonant. Trends are evolving rapidly, demanding that filmmakers adapt and innovate constantly.
The 2025 Commercial Filmmaking Trend Report from the footage experts at Filmsupply offered key insights into creating impactful work that connects with today’s audience.
- Unique Points of View
Ask any DP, and they will tell you that a beautiful frame is the most effective way to captivate audiences. But in the world of commercial filmmaking, this isn’t enough anymore. With ads competing for audiences’ shorter attention spans, keeping viewers engaged requires dynamic camera movements and framing.
Technological advances such smaller cameras, FPV drones, probe lenses, and robotic arms, have empowered filmmakers to break boundaries and reimagine what’s possible. Unique camera placements, like a protagonist’s first-person perspective or the viewpoint of an inanimate object, invite the audience into a story in new and engaging ways.
- Analog Footage
When faced with bringing the past into the present, nothing works faster to connect your audience to your story than footage shot on film. Nostalgia is a powerful storytelling tool that can ground your narrative like nothing else. From vintage footage to textural film grains, audiences instantly connect with this timeless aesthetic. Filmmakers who embrace this trend will find that film’s tactile quality remains a powerful way to evoke emotion, craft timeless visuals, and stand out in a digital-first world.
- Docu-style
Documentary-style shooting has experienced a significant surge in popularity in recent years. More brands are looking for ways to authentically connect with their audiences. Filmmakers will be tasked with crafting stories that don’t just sell a product but connect with audiences on a human level, making this style of ad essential for all filmmakers to master.
- One Shot Ads
If a single image can tell a story, imagine the potential of a single, uninterrupted shot. In a world where ads are faster, louder, and flashier, one-shot commercials stand out by doing the opposite. They offer a moment of stillness and intrigue amid a constant sensory overload of quick cuts and fast action pause that demands attention.
- Bold, Saturated Colors
Color has always been a cornerstone of storytelling in advertising. But now it’s taking on a bolder and more intentional role, becoming central to brand identity. Filmmakers should approach color with intention. Monochromatic tones evoke intimacy, while contrasting palettes inject tension and energy. The palette you choose could be the most memorable part of your story.
- Abstract Textures
How do you visualize concepts as profoundly as the expansion of consciousness or the instant of creation? The answer lies in abstract, textural shots that bring complex ideas to life with stunning clarity. Think of vibrant liquids colliding and swirling, evoking emotions simmering beneath the surface, or intricate close-ups of microbiology, unseen by the naked eye, revealing hidden worlds. These textural shots are more than just visual spectacles; they’re storytelling tools. Paired with carefully crafted sound design, these shots transcend “eye candy” to become immersive experiences.
- Authentic Diversity
Authentic representation of diversity is more than a trend; it’s a requirement. Audiences demand genuine, inclusive stories that reflect the world as it is and want to see characters they can identify with. For filmmakers, this means using genuine and inclusive locations and narratives.
- Surrealism
Some stories demand a fresh approach, something that breaks away from the ordinary. Audiences have grown used to the predictable in commercials, and one of the most effective ways to stand out is by leaning into the surreal. From in-camera effects using filters to immersive CGI that allows characters to interact with the impossible, filmmakers have the tools to create unforgettable visuals.
This style isn’t just eye candy; it’s a powerful way to elevate your storytelling. Embracing surrealism challenges filmmakers to think differently, but the payoff is there.
- Tech-Free Lifestyles
AI is already dominating this year’s headlines, from apps promising to solve life’s every inconvenience to generative tools churning out replicas of other creatives’ work. In this increasingly screen-saturated world, a compelling counter-narrative is taking hold: the longing for a tech-free life. Mental health concerns around increasing digital lifestyles and a healthy fear of AI create a desire for real-world analog experiences.
Audiences realize the value of genuine moments, connecting with nature, sharing time with loved ones, and interacting with friends in person.
- Interpretive Dance
Whether inspired by TikTok trends or the larger-than-life success of films like Barbie and Wicked, dance is experiencing a renaissance in advertising. From hypnotic, dream-like choreography to chaotic, high-energy movement, dance injects a dynamic spontaneity that cuts through the noise of modern media. People love to dance, and when used in advertising, it captivates viewers instantly, creating a spot that resonates.
Sweeping camera movements tied to musical cues elevate the art form, drawing audiences into a blend of motion and sound.
