Camera
RED KOMODO-X social commercial capture.
The production used RED KOMODO-X and Sigma lenses to keep the commercial feeling cinematic while still moving fast enough for active hospitality spaces.
The film
A compact social commercial had to make the JPC world feel big: Truck 59 Ciderhouse, Black Swift Vineyards, The Hatch, The Hatching Post, Crown & Thieves, Broken Hearts Club, staff, guests, live music and Jason Parkes' brand energy in half a minute.
The approach
The project looks like a fast social spot from the outside, but the edit was built from a much larger shot-selection process than a typical 30-second commercial, including Properman performance material filmed inside Crown & Thieves' Broken Hearts Club area.
James led the work from pre-production planning, casting and company liaison through directing, cinematography, lighting and edit. The shoot used RED KOMODO-X, Sigma lenses and Aputure lighting, with mobile logistics and power support from James's Ford F-150 Lightning.
Project details
- Release
- 2025
- Category
- Commercial
- Tags
Commercial production
A 30-second spot cut from a bigger JPC world.
The finished piece moves quickly, but it was built from venue texture, staff beats, guest energy, wine detail and live-performance atmosphere across multiple JPC locations.
The creative problem was compression. The spot needed to feel like Jason Parkes Customs, not just show a room, a product or a logo. James planned and shot for a wide editorial base so the final cut could shift between Truck 59 Ciderhouse, Black Swift Vineyards, The Hatch, The Hatching Post, Crown & Thieves, Broken Hearts Club, staff, guests and Properman performance material without thinning out.
The commercial was released across the JPC company Instagram network and was also featured inside an influencer holiday giveaway campaign. The public sources below are linked as release context rather than embedded film-player links.
Official article This is Jason Parkes Customs #JPC Instagram release Jason Parkes Customs reel Social feature Holiday giveaway feature Client Jason Parkes Customs Location Truck 59 Ciderhouse Location Black Swift Vineyards Location The Hatch Location The Hatching Post Location Crown & Thieves Performance context Properman at Broken Hearts Club
Lighting
Aputure lighting shaped the venue contrast.
The look had to hold across stage light, warm interiors, wine-detail inserts and real people moving through the spaces.
Post
A dense edit built from a larger shot pool.
The 30-second deliverable came from a broad selection of venue, staff, product and atmosphere shots, closer to a miniature documentary assembly than a simple ad cutdown.
Additional credits
- Client
- Jason Parkes Customs
- Director / Director of Photography / Editor
- James Alton
- Lighting / pre-production / casting
- James Alton
- Cast / featured talent
- Hannah Borego Shatille McInnes Marie Ashwood Danae Wake
Finished Frames + BTS
The JPC world in a 30-second commercial.
Selected frames from the finished export and a people-forward BTS monitor frame show the live-performance, hospitality, product and casting texture that carried the spot.
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