As a pioneer in what's called Hybrid Photography (capturing still + video + sound for screen media) I partnered with Panasonic to launch their hybrid camera, the Lumix G6. The goal was to create a campaign that works for screen and print. To do this I used an off-the-shelf Lumix G6 and non-professional talent to capture all hybrid content. Furthermore all still photos and videos were created in camera. The video was created using consumer based editing software and the cinemagraph was created on my iPad.
While it's standard practice in advertising to have large productions there's only one way to get truly authentic content and that is to make it real from the start. See the Behind the Scenes video for details.