Article

Authenticity is the new special effect.

The 2025 "Commercial Film Making Trend Report" presents a report on commercial filmmaking trends in 2025, highlighting the importance of authenticity and innovation in content.

This is a retrospective.

Documentary.
In advertising, the documentary style is becoming essential for establishing authentic connections with audiences. Brands are seeking to tell human and emotional stories by adopting a realistic approach—single-shot ads stand out for their simplicity and impact. The nostalgia and authenticity of analog film strengthen the connection with audiences. Film brings a warmth and texture that digital struggles to replicate. The IKEA "Proudly second best" commercial ad was filmed in a single take, the "one-shot" technique that can provide a moment of calm in a saturated media environment — and an ideal technique for "non-skippable" ad formats. 

Digital vs analog is like watercolor painting vs oil painting.

Saturation.
The use of vibrant colors is becoming central to brand identity. Brands like Jaguar are embracing hyper-saturated palettes. Interior design trends are influencing color choices in advertising. Monochromatic tones evoke intimacy, while contrasting palettes inject energy.

Abstraction.
Abstract textured images help visualize complex concepts. They create symbols. These shots become powerful storytelling tools. Combined with carefully crafted sound design, they offer immersive experiences.

Diversity.
Authentic representation of diversity is now a requirement. Audiences want stories that reflect reality. Diversity in characters and narratives fosters connection with the audience. Underrepresented communities must be portrayed honestly.

Life Without Technology.
Technology has enabled advancements in filming: innovative perspectives, on-camera setups, and drones create dynamic images and expand the scope of creativity. But the search for a life without technology is emerging as a powerful counter-narrative. Concerns about mental health are fueling this desire. Campaigns, like Apple's commercial with actor Pedro Pascal (Game of Thrones, Narcos), emphasize the importance of real connections. Audiences are prioritizing authentic moments and human interaction.

Dance in Advertising.
Dance is becoming a dynamic and captivating element in advertising. It instantly grabs viewers' attention in a saturated market.

Final Words.
This report shows that commercial production demands are increasing, requiring authentic and emotionally resonant content.

The challenge has always been to attract and hold the viewer's attention. Moreover, in the hyper-connected world of a multitude of media, leading to overconsumption of often unwanted (advertising) content, the challenge is to create a brand that will ultimately be recognized and remembered, beyond narrative content and technological prowess.

Resources :

filmsupply.com