Framing and the body

Composition is the first call a creative director makes: a macro product hero, hands applying a serum, a person as the hero. On the Direction step of a static, the Framing & Composition group puts that call in your hands — and because each depends on the last, the order matters.

Four rows, one order

The group sits under + Add Director Controls for Static creatives and Product shots only; on films the Film Director frames every shot. Press + on a tile to open its row in the controls panel. A row left empty reads Agent picks. Every row is multi-select, with picks dealt one per concept.

1. 01

   Pick a framing

   Add Product + Person Framing (its row is titled Frame & Product Interaction). Person framings such as Person supporting, Person as hero and Model Focus unlock the body rows.

2. 02

   Crop the body

   Add Body Framing: which part of the person owns the frame, from Full Body to Detail Crop.

3. 03

   Set the pose

   Add a Body Postures row — Beauty & Fashion, Action, or Yoga & Flexibility.

4. 04

   Decide how the product appears

   Add Product Presence: held, worn, in the scene, an inset, or left out.

Who fills the frame

Frame & Product Interaction is a rail of ten photo cells, each with a best-for line. For a product a person wears, the line changes — a lifestyle cell promises the worn piece leads, not a piece held in the hand.

• Who is in frame: Product only, Hands + product, Person supporting, Person as hero, Face close-up and Model Focus
• Two camera perspectives: Low-Angle Product Hero looks up at the product, Top-Down Product Hero looks down
• Two ways to perform it: Product ritual shows the product in use; Intimate reveal plays on desire and needs Bold

Cells that need a product lock until you pick one on the Product step; on Infographics and Product B-Roll the row is hidden and pinned to Product only. Remove the product or lower boldness later and any pick that becomes locked is quietly dropped.

Which part of the body owns it

Apparel and accessory brands sell details — a waistband, a racerback, a sneaker on foot. Body Framing tells the camera to crop there deliberately. Its nine cards stay padlocked until a compatible framing is selected; tap a locked card and Fotyra opens the framing row and blinks the cells that unlock it.

Full Body, Three-Quarter and Upper Body keep the face in frame and fit every person framing and both product heroes. The six tighter crops — Shoulders & Back, Torso, Waist & Hips, Lower Body, Feet / Footwear and Detail Crop — hide the face and read Not with this framing under the low-angle and top-down heroes.

An expression needs a face to read on. If every crop you choose is faceless, the Emotions & Expressions rows lock and say so. Add a face-bearing crop or clear Body Framing and they open again — the rest of the person rows are in faces, wardrobe and gear.

How the person poses

Poses come in three rows, one per category: Body Postures (Beauty & Fashion), Body Postures (Action) and Body Postures (Yoga & Flexibility). They open under a person framing and respect your boldness level. A pose also decides what the hands are free to do, so the last row reacts to it.

How the product appears

Product Presence is the difference between a demo, a lifestyle shot and a brand ad. In Hand is held, applied or used; Worn is on the body; In Scene rests nearby; Product Inset layers a clean pack-shot over the scene; Absent is a pure mood frame.

The locks follow the product and your other picks. A wearable can only be Worn or In Scene. In Hand closes when every chosen posture keeps the hands busy — pick a Recovery or Victory pose, or In Scene / Product Inset instead. With a machine from Action Sports & Vehicles in play, In Scene gives way to Product Inset so the apparatus owns the action.

• Create02

  Creative Direction, as a whole

  One step, one idea: add only the controls you care about and the Fotyra Director picks the rest from your Brand DNA. No templates, and never all-or-nothing — here is every director control, what it decides, and why it exists.

  6 min readRead

• Create05

  Expressions and body postures

  Twenty-one expression registers and forty-four postures the Creative Director can play within — how to pick a feeling, when a row locks, and why Boldness decides what is on the table.

  3 min readRead

• Create03

  World, light and look

  How real the scene is, which colour temperature it is lit in, and which of eight named looks (plus a studio backdrop paper) the agent leans toward or rules out.

  4 min readRead

• Create01

  From brief to generate

  Choose a type, write (or reuse) a brief, set canvas, outputs, logo and spokesmodel, pick the one product the piece anchors to, then review concepts or generate straight away.

  4 min readRead