Carl Zeiss Sports Optics

World-class video for world-class optics.

Client: Carl Zeiss
Production Company: Metro Productions
Role: Producer, Director, Writer

Click the buttons below to see the Youtube channel or website for Carl Zeiss Sports Optics.

Carl Zeiss Website

Carl Zeiss Youtube

Crystal clear, even across continents.

The name “Carl Zeiss” is associated with clarity almost everywhere there are optics. Zeiss lenses. Zeiss binoculars. Zeiss rifle scopes. They’re based in Germany, and they are to the lens world what BMW is to the car world. So when they approached Metro productions and asked me to produce videos for them, I had a lot to live up to.

Unbeknownst to many, Carl Zeiss Sports Optics has a major operation right here in Richmond, Virginia where they make and promote binoculars, spotting scopes, and rifle scopes. Our job was initially to create simple but compelling videos showing off their (at the time) brand new rifle scopes. The catch was that we had to shoot seven videos in one day.

For that round of videos we created a product setup in the studio and used the jib arm and dolly to create these product videos. We wanted to create a very techie feel, something with lots of contrast and bright brights and dark darks. But there was a snag: all of the products were black and non-reflective. On a black background, this spelled trouble. We spent a great deal of time setting up the lighting to achieve just the right look, and I think we pulled it off well. We later placed in stock hunting footage and graphics to add to the piece. Here are a few examples:


Zeiss loved them so much that they later sent us to Wetzler, Germany to film inside of the Carl Zeiss factory, and to interview the lead designer of the HT Victory binoculars (the video is at the top of the page). We also had the opportunity to romp around Frankfurt and climb the hill to the monastery at the top in Wetzler. It was a beautiful town, and although filming in the countryside was ice cold, the finished product is still in use, despite its age. All-in-all, it was a great experience, and I’d love a chance to get back to Germany (wink, wink, nod, nod).

The shops in Wetzler, Germany as seen at night while on the Carl Zeiss shoot.

(The hill in the middle of Wetzler, Germany)

Recent works