Boiler!

Project: Television commercial
Format: TVC
Role: Director of photography
Director: Andy Poyiadgi
Agencies: Anattic
Client: Heatable
Camera: Arri Alexa + Master Primes

Created for Heatable by Anattic, this light-hearted TVC brings a relatable story to life with a strong visual identity and tight narrative pacing. Director Andy Poyiadgi and I set out to create a commercial that was visually grounded in reality to balance a story which become more extreme throughout the spot.

Behind the Scenes

We approached the visual narrative with clarity and purpose. Shot composition, lensing, and camera movement were carefully considered to drive the pacing of the story and communicate character beats visually. The location offered some physical constraints, so lens choice was kept deliberately neutral and modern. Master Primes gave us sharpness and flexibility, especially when using wider lenses with minimal distortion.

Art Director Alice Halstead did a fantastic job with the set design. I worked closely with her to integrate practical light sources—like the fish tank and table lamps—into the lighting plan. Every time I rewatch the ad, I notice a new detail: from Gary’s robot mug to the patterned cushions, the visual world was rich with character.

To create a distinct visual separation between “life before the boiler” and “life after”, we used a subtle shift in lighting and filtration. The colder scenes were slightly higher in contrast and clarity; the warmer scenes, post-boiler, had more diffusion and a softer contrast curve—enhancing the emotional payoff without overplaying it.

External daylight was controlled using a 12x12 ultra bounce and M18 HMIs, softened through sheer curtains on the kitchen windows. Internal lighting combined SkyPanels, LiteMats, and Astera tubes to balance practicality and atmosphere while maintaining continuity across the scenes.

The result is a sharp, well-paced, and visually rich spot that delivers charm, relatability, and a clear brand message.