In the high-stakes arena of Super Bowl advertising, visual expectations have shifted from the traditional “bright and poppy” to a new era of sophisticated, auteur-driven storytelling. As the industry moves toward “mood-forward” palettes and cinematic immersion, our SVP, Global MD of Advertising, Meghan Lang, recently sat down with Little Black Book (LBB) to discuss how Company 3 colorists navigate the intense demands of the Big Game. Reflecting on a massive slate of over 30 spots, Lang notes that while the season is a “marathon-turned-sprint,” the true challenge lies in capturing the room’s attention through bold, self-assured creative choices that cut through the noise of the year’s biggest broadcast.
 
Lang highlights a significant trend toward “hyper-realistic” looks, driven in part by the influx of legendary directors like Martin Scorsese into the commercial space. This shift has fundamentally changed the conversation from simply making a product look good to creating an immersive narrative world. By leaning into texture, grain, and non-traditional palettes, our colorists are giving 30-second spots the cinematic weight and value of feature films.
 
The discussion also explores the rise of HDR technology and our proprietary workflow designed to bring the engagement-driving power of Dolby Vision to commercial timelines. This ensures that every frame delivers an instant emotional connection, whether viewed on a massive home theater or a mobile device. For Lang, the goal remains clear: utilizing the grade to make humor feel premium, nostalgia feel warm, and every spot feel like a major event.
 
Read the full feature on Meghan Lang and the skyrocketing expectations of Super Bowl color grading over at LBB here.