SOMEWHILE & Angénieux EZ: Unleashing Creative Vision in the Fast-Paced Content Creation Industry

“In the fast-paced content creation industry, time is paramount,” states Fu Bo, director and founder of SOMEWHILE, a leading new media agency in China. This urgency underscores SOMEWHILE’s strategic choice of filming equipment, prioritising productivity and expressive versatility above all else.

Established in 2020, SOMEWHILE is founded on a core team of millennial creatives—directors, art directors, and cinematographers—graduating from esteemed institutions like the Beijing Film Academy and Hong Kong Baptist University. The team boasts a diverse portfolio working with major brands such as Apple, Xiaomi, Huawei, vivo, OPPO, BMW, and Audi. Their expertise spans the entire production process, from comprehensive creative planning to content delivery. They’ve even pioneered innovative dynamic pre-visualization workflows using Unreal Engine (UE) to enhance efficiency and accuracy in the pre-production, and possesses a motion control and special effects team. SOMEWHILE is among the first customers in China to receive the delivery of EZ lenses.

SOMEWHILE has been using various cameras in their production, from S35 high-speed to full-frame, even film and DV. Fu Bo is particularly enthusiastic about the Interchangeable Rear Optics IRO Technology of the EZ series. This diversity is precisely why the Angénieux EZ series has become a cornerstone of their workflow.

” We don’t want our equipment to limit our creative expression. The ability to quickly switch between full-frame and Super 35 format is a significant advantage,” he states. “Different formats offer distinct expressive qualities, and the EZ series and its IRO technology maximizes efficiency, allowing DPs to make quick decisions on set.”

The EZ lenses are frequently mounted on grip equipment or stabilisers, their high image quality and fast T-stop allow for flexible focal length and light adjustment, even under tight deadlines. The innovative IRO Technology enables the lenses to fit with various cameras and work seamlessly with their prime lenses, which has made it a staple across their projects, contributing significantly to their bottom line.

In fast-paced 3C TVC shoots, SOMEWHILE frequently uses the EZ2 lens on a RONIN 2 or remote head. The close MOD, combined with a rolling rig, enables quick execution of dynamic shots like dolly zooms, with the flexible focal ranges allowing for rapid adjustments to perspective.

For car commercials, SOMEWHILE uses EZ 1, 2 & 3 on Russian arms, with wireless follow focus for effortless focal length adjustments. Even handheld shots benefit from the EZ1 lens and its zoom servo, crucial for capturing fleeting facial expressions.

“In projects with limited shooting time, sometimes just 15-20 minutes, the EZ series’ speed and agility are invaluable,” says Fu.

The impact extends beyond commercial works. In the wuxia-themed web series, “The Great Swordsman Lu Xiaoyu“, SOMEWHILE used the EZ zoom lenses to pay homage to Director King Hu’s style, with the near-invisible vignetting and clean image quality providing ample creative space. The unique lens flare also contributed to the aesthetic.

In recent online launch events, SOMEWHILE also utilised the EZ 1, 2 & 3, ensuring consistent image quality across various focal ranges.

“The relatively budget-friendly price point also makes these high-quality lenses accessible to young creators,” he concludes. For SOMEWHILE, the Angénieux EZ series lenses not only provide efficient tools that bring their project to life, but they are also key to the studio’s continued success.