At Create the City, we treat video not just as content — but as a crafted brand experience. One of the most powerful tools we use to elevate visuals is colour grading.
Whether we’re shooting for a luxury product, a corporate campaign or a bold brand launch, our post-production process always includes a carefully considered colour pipeline to deliver the look and feel that best supports your message.
Here’s how we apply this to every video we produce — demonstrated here with footage from a recent shoot in a high-end car showroom:
1. Log Footage – The Raw Canvas
We shoot in log format, which captures a wide dynamic range — ideal for professional post-production. While it looks flat and desaturated straight out of the camera, it holds far more visual information for us to work with creatively.
2. Colour Correction – Natural and Consistent
Next, we correct for exposure, contrast, and white balance to bring the footage in line with real-world tones. This gives us a clean, neutral base that’s consistent across all scenes — crucial for ensuring brand colours, product details and skin tones all look true to life.
3. Colour Grading – Cinematic Style with Strategic Intent
This is where the visuals truly come to life. We use colour grading not just for aesthetics, but to shape perception. For the car showroom, we applied a cool, modern grade with clean contrast — designed to echo the sleek, premium feel of the vehicles and architecture.
Tailored to Brand and Audience
Colour grading is never one-size-fits-all. Each grade is tailored to suit your brand and campaign goals:
Luxury brands often benefit from crisp, controlled contrast and cooler tones that communicate exclusivity and modernity.
Lifestyle and fashion pieces lean into warm, soft grades to evoke emotion and aspiration.
Tech, automotive and innovation-focused campaigns often feature sharp, high-contrast looks that feel forward-thinking and refined.
We use grading as a strategic tool — shaping visual tone, enhancing storytelling, and ensuring every frame speaks your brand’s language.
