Not sure these promo vids ever tell the real story.. camera,s too.. except that given, time,art direction,magic hour.,fancy gear (cranes,jibs,gimbals,dollies) ).and very big soft light source ,s.. the product can look really good.. and a very experienced /talented DP thrown in.. although Im sure its a great lens and good value .. Zeiss have some sort of "name" to protect .. unlikely they would come out with some total dog of a lens..