Contrast in Film

Contrast in Film

Contrast adds to visuals what conflict adds to a script. Directors can contrast in film through tone, art direction, in blocking, camera movement, and in colour. In Spike Jonze's Apple Homepod ad, contrast can firstly be seen in lighting, tone, and saturation. It starts with a dark and desaturated world, short of colour. In terms of art direction, the clothes worn by the characters in scenes became progressively darker with each layer. Surrounding architecture is dark. Lighting is minimal. But as the woman begins to interact with the homepod, the whole atmosphere of the scene shifts. 

Lighting increases, the woman's face becomes more visible. Her surroundings became more vibrant with colour, she takes her dark jacket off to reveal a white shirt underneath. Spike Jonez contrasts these things to create a visually pleasing and eye catching ad, grasping the attention of viewers and showing how a constricted individual breaks free.