In a recent spec commercial for Calvin Klein, cinematographer and director Duncan Bonnifay used the Sony FX3 and an affordable Tamron 28-75mm lens to create a high-quality, cinematic fashion ad. Shot in just one day as part of his monthly personal project challenge, this film showcases how independent creators can produce stunning results without needing expensive, high-end cinema equipment. Let’s take a closer look at the gear used, the thought process behind the shoot, and how creative filmmakers can achieve great things with basic tools.

The Sony FX3: A Powerful Yet Affordable Camera

The Sony FX3 is part of Sony’s elite Cinema Line and has quickly become a favorite among independent filmmakers due to its combination of affordability and powerful features. With a 12.1MP Full-Frame CMOS Exmor R Sensor, it captures stunning 4K footage at up to 120 fps, making it ideal for both slow-motion sequences and high-quality video capture. For creators like Duncan Bonnifay, this compact and versatile camera is a game-changer.

Key Features of the Sony FX3:

UHD 4K up to 120 fps and 1080p up to 240 fps for cinematic slow-motion footage.
Compact form factor for easy, cage-free operation, perfect for tight sets or handheld shooting.
10-bit 4:2:2 XAVC S-I and 16-bit Raw Output, offering incredible flexibility in post-production color grading.
15+ Stops of Dynamic Range thanks to support for S-Cinetone, S-Log3, and HLG, allowing filmmakers to capture rich details even in challenging lighting.
80 to 409,600 expanded ISO range for shooting in low-light situations, a critical feature in the fashion world where lighting can make or break the shot.

The FX3’s dual CFexpress Type A/SDXC card slots also offer reliable storage for large files, a crucial feature when working with high-quality 4K footage. Furthermore, the phase detection AF, face tracking, and eye AF ensure sharp focus, even in fast-moving scenes, providing ease and confidence during production. For independent creators looking for a compact, powerful, and budget-friendly cinema camera, the Sony FX3 is a top choice. It offers professional-level features without the prohibitive price tag of traditional high-end cinema cameras. To learn more about the Sony FX3’s capabilities, check out Sony FX3 Wins the Best Inventions of 2023 by TIME and Shooting Like Gareth Edwards: Building the FX3 Rig.

BTS of the Calvin Klein Commercial shot on the Sony FX3

The Tamron 28-75mm f/2.8 Lens: Affordable Versatility

Another crucial piece of the gear used to shoot this commercial is the Tamron 28-75mm f/2.8 lens. This affordable zoom lens has become a staple for many independent creators thanks to its balance of performance and cost. Whether shooting wide-angle shots or tight portraits, this lens offers great flexibility.

Why the Tamron 28-75mm f/2.8 Lens is Ideal for Independent Filmmakers:

Fast/wide aperture of f/2.8 across the entire zoom range, allowing for beautiful bokeh (background blur) and shallow depth of field—ideal for fashion portraiture where subject isolation is key.
28-75mm focal length range, perfect for a variety of shots. From wide-angle scenes to close-up portraits, this lens offers excellent zoom flexibility without sacrificing sharpness.
Lightweight and compact, making it perfect for handheld shooting, and easy to use when space or budget is tight.
High-quality image performance with minimal distortion, even at the extreme ends of the zoom range, providing filmmakers with a lens that can handle different shooting styles.

For a commercial shoot like Duncan Bonnifay’s Calvin Klein ad, this lens is ideal for capturing both the fashion-forward details of the garments and the larger, dynamic action shots—all while maintaining clarity and visual appeal. To explore the capabilities of the Tamron 28-75mm, you can visit the product page at AMAZON.

Creating Cinematic Magic with Affordable Gear

One of the most important takeaways from this Calvin Klein commercial is the reminder that expensive high-end cinema cameras are not a must to achieve professional results. While cameras like the ARRI ALEXA and Sony VENICE are the industry standard for large-scale productions, talented filmmakers can produce stunning visuals with more budget-friendly gear. Duncan Bonnifay’s success with the Sony FX3 and Tamron 28-75mm lens proves that creativity and technical knowledge can go a long way in achieving a cinematic look. The combination of the Sony FX3’s powerful features and the Tamron lens’s versatility allowed Duncan to deliver beautiful shots and dynamic compositions while keeping costs manageable. Check out the commercial below:

This approach is echoed in other high-profile projects where filmmakers opt for smaller, more affordable setups. Shooting a Blockbuster with the Sony FX3, for example, reveals how the FX3 has been used in major films, proving that it’s not the price tag on the equipment, but the vision of the filmmaker that truly counts. The Creator: An IMAX Guerrilla Filmmaking Project also illustrates how guerrilla filmmaking with the FX3 can deliver a massive cinematic impact on a budget. This democratization of filmmaking tools means that independent filmmakers no longer need to rely on prohibitively expensive gear to create content that competes with the big studios. Passion, vision, and a willingness to experiment with what’s available are all that’s needed to produce incredible work. For creators looking to achieve similar results, it’s a reminder that with the right mindset and the right tools, cinematic brilliance is within reach, regardless of budget.

How the Calvin Klein Commercial Was Shot with the Sony FX3 and Affordable Gear

Conclusion: Equipment is Only Part of the Equation

The Sony FX3 and Tamron 28-75mm lens have proven to be powerful, affordable tools for independent filmmakers. Duncan Bonnifay’s Calvin Klein commercial shows that creativity can flourish even when using relatively basic gear. For filmmakers on a budget, this combo offers professional-level features without breaking the bank. Ultimately, high-end cinema cameras may be the norm in larger productions, but the real magic happens in the hands of filmmakers. The combination of skill, vision, and the right gear can create cinematic art, whether it’s shot on an FX3 or a multi-million-dollar setup. In the world of filmmaking, it’s not the gear that makes the film—it’s the filmmaker’s creativity and ingenuity.