The camera holds still for an extended moment. In key scenes of Dune, characters simply exist in frame. No sweeping shots. No dramatic reveals.
Greig Fraser held that frame.
Many cinematographers fill silence with movement or quick cuts. Fraser’s approach often involves patience—holding shots longer to create tension. This technique can draw audiences deeper into the scene.
Your customers do the same thing.
The Discovery of Light
Fraser often works with available light—discovering what’s already there rather than imposing artificial lighting. He captures moments as they unfold rather than manufacturing them. The result? Films that feel witnessed, not manufactured. This approach can create an immersive experience where the artifice of filmmaking becomes less noticeable.
That’s the difference between content and experience.
Many corporate videos follow familiar patterns—polished lighting, scripted dialogue, and rehearsed testimonials that can feel disconnected from real experience. Fraser’s cinematography often employs contrasting techniques—handheld cameras for intimacy, natural lighting for realism, and strategic use of silence.
The Box Office Truth
Films shot by Fraser have consistently performed well at the box office, with audiences connecting to characters that might otherwise seem unbelievable. Not despite the realism—because of it. Fraser’s cinematography makes fantasy feel inevitable.
Your brand story works the same way.
Consider the boardroom where decisions actually happen. Fluorescent lights humming. Coffee rings on the table. Someone’s always checking their phone. Fraser’s style might capture such a scene with minimal intervention—working with existing conditions rather than transforming them.
Many audiences today respond to authenticity over polish—content that reflects their actual experiences.
Finding Beauty in the Unplanned
Fraser’s cinematography often embraces spontaneous moments—incorporating unexpected elements that might traditionally be considered mistakes. These unscripted instances can add layers of authenticity.
Today’s audiences are increasingly media-literate, often able to recognize heavily scripted or focus-tested content. Your CEO announcement? Forget the script. Let them explain the decision like they’re talking to their kid at dinner.
Cutting Through the Noise
Fraser’s cinematography often prioritizes observation over persuasion—presenting scenes with minimal manipulation.
Research suggests that authentic storytelling can improve brand recall and that trust-based marketing often yields stronger customer relationships than traditional persuasion tactics.
Fraser’s approach often involves stripping away artifice rather than adding layers of supposed authenticity. Different approach. Same result.
The Waiting Story
Your story is already there. Waiting in the unguarded moments. The real conversations. The actual problems your product solves when nobody’s watching.
This cinematographic approach involves identifying genuine moments and giving them space to resonate.
Sometimes the most powerful cinematography comes from knowing when to let the camera rest and the moment speak for itself.