Director of Photography Joe Bressler shares how he shot an Emmy-winning commercial for Katz’s Delicatessen using minimal gear and a small crew. Despite a tight budget and shooting in a live restaurant, he captured a cinematic ad using only his Sony FX3 and Sony 24–70mm GM lens , along with budget-friendly lights like the Zhiyun Molis G300 , Amaran 100x , Amaran F21c , and Amaran 300c . His takeaway? Great storytelling and strong characters matter more than expensive gear.