When Shuntian Jiang decided he wanted to make movies, he considered being a director. However, he discovered quickly that directing is often more managing and hustling than it is creating. Jiang knew that lifestyle wasn’t for him; he is an artist. He quickly fell in love with cinematography, because the only thing that makes him happy is to tell a good story with emotional images.
Throughout his career, Jiang has shown the world why he is such a celebrated cinematographer in China. His contributions to countless productions, including La Pieta, Path to Salvation, and No Home for Young Man, have impressed the masses, with his passion and determination shining through in every shot.
“When I was growing up, I never felt like I could work a regular office job. Just the thought of it killed me. I think I’m very blessed to become a working cameraman. I love to wake up each morning and go to a strange location and make it look nice. I also love the vibe of a production, people with the same passion making movie magic happen,” he said.
One of Jiang’s more recent projects is a commercial for the Japanese sports clothing and accessories company Descente. The purpose of the commercial series is to promote the 2019 spring/summer apparel, featuring international movie and TV star Daniel Wu.
As the cinematographer, Jiang worked closely with the client and director as well as the still photographer to come up with the look to best showcase their product and the charisma of super star Daniel Wu, best known for the Netflix series Into the Badlands. Wu is a legend in Hong Kong cinema, and Jiang was honored to work with such an icon and create a series of commercials for a famed brand like Descente, which was formed in 1935.
“Descente is a good combination of fashion and function. The quality is very good, the fabric texture is very hi-tech, which is great for extremely close up shots. The designer has included many details in the clothing, so I can get a lot of different close ups for different looks. Basically, there are a lot of options for how I can show the products,” said Jiang.
The commercial features Wu participating in a variety of sports in different Descente outfits to showcase the function of the product through his charisma. There were eight different looks, and they had to shoot everything in a singular day, which was an enormous challenge but one Jiang looked forward to. It was a daylight shoot, so he didn’t use any lights. He had a grip team just to hold all of the equipment to follow the star so he could move quickly without sacrificing quality. In a shoot with such a short time frame, this approach was essential to the commercial’s success. Jiang had everything planned perfectly during pre production to ensure a smooth shoot. He scouted the location and took photographs of each possible frame beforehand to show the director. His work ethic was outstanding.
“I liked the working style of this commercial; it is a little different than other shoots, but it was still a very interesting experience. We really needed to focus to make sure there were no mistakes, but once a look was completed, we relaxed a bit while we planned out the next one. This made it feel more like 30 minutes of intense work here and there rather than an exhausting 12-hour day,” described Jiang. “Another thing I really liked was working with Daniel, he is such a big star but he is very humble and professional.”
The Descente commercial was distributed on the WeChat page. WeChat is the most popular Chinese chatting/social media app and has more than 1 billion users. The commercial is also displayed on the front page of Descente’s official Chinese website. All the site visitors see it immediately, where it links directly to the products.
“Even though everyone was expecting this project to be a success, because it’s a very well-known brand with a very well-known star, I’m still really happy when my friends and family see the commercial. They just see it randomly on WeChat, without me sharing it to them. It’s such a great feeling,” he concluded.
By John Michaels