What are the key visual trends in commercials work for 2025?

Ad land is always a fertile ground of creative endeavour, and the trends that stock footage company Filmsupply has identified there for 2025 will ripple out across the rest of the industry.

Stock footage company Filmsupply has released its latest list of the trends that will define the commercials industry for the coming year. It is well placed to do so as well, being tapped by world leading brands and agencies to provide authentic, story-driven footage for over 15,000 commercial projects each year.

“Because we sit at the intersection of those creating briefs, shooting films, and post-production, we have a front-row seat to how the advertising landscape changes and continues to evolve daily,” it says reasonably.

And of course, the way that advertising shifts and evolves impacts the visual medium in other sectors as well, meaning it’s always a good idea to pay attention to what’s going on.

Here’s a quick overview of what it says will dominate commercial visuals in the coming year.

Unique Points of View 

“With ads competing for audiences' shorter attention spans, the argument is that keeping viewers engaged requires dynamic camera movements and framing. Technological advances—smaller cameras, FPV drones, probe lenses, and robotic arms—have empowered filmmakers to break boundaries and reimagine what’s possible. By daring to place the camera where it’s never been, there is a clear opportunity to deliver the unique, unforgettable experiences that today’s audiences crave.”

Pic: Filmsupply

Analog Footage 

“Nostalgia is a powerful storytelling tool that can ground your narrative in reality like nothing else. From vintage footage to textural film grains, audiences instantly connect with this timeless aesthetic. As director Brady Corbet of The Brutalist puts it, "Digital photography versus shooting on celluloid is the difference between painting with watercolor and painting with oil.” 

Docu-style 

“Documentary-style shooting has experienced a significant surge in popularity in recent years, a trend that will continue. This ad style resonates because it reflects life as it is: honest, emotional, and deeply human. Leaning on the beauty of natural light and a naturalistic shooting style, in 2025 filmmakers will be tasked with crafting stories that don’t just sell a product but connect with audiences on a human level, making this style of ad essential for all filmmakers to master.”

Bold, Saturated Colors 

“Color has always been a cornerstone of storytelling in advertising. But now it’s taking on a bolder and more intentional role, becoming central to brand identity. Brands like Jaguar are redefining expectations with hyper-saturated palettes and art directions seamlessly merging fashion, design, and advertising. While the rebrand is open for debate [It bombed. But it bombed in a storm of publicity - Ed], Jaguar's advertising's striking use of color and patterns creates an otherworldly aesthetic that demands attention. When it comes to set design, we can follow interior design trends, favoring colorful, individualistic settings that feel real and hyper-curated. Gone are the days of neutral backdrops; color is a dynamic storytelling tool today. Filmmakers should approach color with intention. Monochromatic tones evoke intimacy, while contrasting palettes inject tension and energy. The palette you choose could be the most memorable part of your story.”

Authentic Diversity 

“Authentic representation of diversity is more than a trend—it’s a requirement. Audiences demand genuine, inclusive stories that reflect the world as it is and want to see characters they can identify with. For filmmakers, this means using genuine and inclusive locations and narratives. Representation isn’t just about inclusion—it’s about connection.”

You can read the full list of the major trends it's identified here.

tl;dr

• Key trends in commercials in 2025 include unique camera perspectives and dynamic movements. These are essential for capturing audience attention in a world with shorter attention spans, thanks to advancements in filmmaking technology.
• Nostalgic aesthetics utilizing analog footage and textural film grains create powerful emotional connections, grounding narratives in authenticity.
• The documentary-style approach emphasizes honest, human stories that resonate deeply with viewers, making it a crucial skill for filmmakers to master.
• Bold, saturated colors are now central to brand identities, requiring filmmakers to approach color intentionally to evoke emotions and enhance storytelling.
• Authentic representation of diversity is also critical, as audiences seek inclusive narratives that reflect their own experiences.