The cinematography on this commercial was a true conversation between creatives and film crew: we needed to feel the realness of the different situations, but we also assumed we had sort of theater-ish/staged scenes.

So instead of emphasizing each era with tricks like vintage grain, textures, or film burns, we preferred to add an overall feeling with strong light bias (at the beginning with vivid, vibrant colors, also when the store closed), which makes it more consistent.

The photography itself had to highlight and match each period.