This Toyota commercial was shot by cinematographer Brent Christy on the ARRI AMIRA and Xelmus Anamorphic Primes (Apollo series). The result is beautiful flaring and stunning imagery that presets the anamorphic cinematography with all its glory. Watch the commercial below.
Xelmus Apollo anamorphic primes:
The first Xelmus Apollo Anamorphic Primes were introduced back in 2019. For now, the series includes focal lengths of 135, 100, 75, 60, 50, and 40 millimeters and covers super 35 as well as full-frame sensors. All the primes are T2.1, with focus throws of 270°, and a close focus of 0.9 inches. The goal was (and still is) to develop an affordable glass for filmmakers that allows them to pursue the perfect cinematic flare. Xelmus states that the Apollo primes are compact, sharp, and optimized for distortion correction. All the Xelmus Apollo primes are pure white, which grants a uniqueness and special character to the glass.
Vertical breath
According to Xelmus, one of the main features of our lens is the anti-mump system created in 1954 by Mr. Gottschalk from Panavision. With that system, whilst focusing from infinity to the close point, the image stretches only in a vertical direction (vertical breath), the horizontal axis stays locked. That vertical breath contributes to the uniqueness and beauty of the image. Regarding the price, each lens costs $12,000. However, it takes time till shipment. Orders that were made before February 2021, will be shipped out in September 2021. You can order the lenses via the Xelmus website.
Shot on Apollo with the ARRI AMIRA
The Apollo anamorphic primes are pretty rare and new. It’s hard to find many projects shot with them. Nevertheless, we found this outstanding Toyota commercial produced by whatnot films, directed by Ben Carter and Eric Bridenstine, and shot by cinematographer Brent Christy. According to Christy, they used the ARRI AMIRA paired with the Xelmus Apollo Anamorphic Primes. Without further ado, watch the commercial below:
What are your thoughts about the visuals of this? Let’s know in the comments section.
I love the visuals in this. You can definitely tell it’s shot anamorphic. The bokeh and lens flares are wonderful. Xelmos has a right to be proud of these lenses. They are remarkable. There are so many new, high quality anamorphic lenses coming on to the market these last few years, it’s amazing. Panavision is still king of the anamorphic hill, but it’s no longer the only game in town.