THE ULTIMATE DIFFUSION

SOFT - A BRAND DEDICATED TO ONE THING: MAKING THE ULTIMATE INTERVIEW DIFFUSION.

Are interviews an integral part of your creative career? Do you want a way to level up your lighting in an easy and affordable product? We have created the answer.

PROBLEM WE ARE SOLVING

Muslin has been an industry standard diffusion virtually since the dawn of film. However it’s difficult to utilize in a small interview application. Most cinematographers resort to using the widely available parabolic softbox design because it’s quick to setup and looks good. However, the soft white fabric that comes with these softboxes doesn’t soften the light in the most pleasing way - the rule of thumb is to double diffuse, which looks great but resorts in either a janky piece of fabric hanging off a C-Stand or a large metal frame that takes up a ton of room and produces a square catchlight.

WE’VE CREATED AN AFFORDABLE, EASY-TO-DEPLOY SOLUTION.

  1. Soft comes in Unbleached and Bleached muslin options in 42”, 70”, and 90” sizes for large, soft light anywhere with any light source.

  2. Frame design that collapses easily into a small, compact bag (great for traveling) and deploys in seconds, manageable by a small crew or even a single operator.

  3. Rigid, double-riveted spring steel frame that endures the harsh set environment for years and holds its shape over time.

  4. Circle design creates an even, soft circle catchlight in the subjects eye.

  5. You can use Soft with any light - either place it in front of a COB light with a softbox, place it in front of a Panel light to turn the source into a soft circle, or bounce a hard light (like HMI or Tungsten) into it.

  • Muslin is a thick, canvas-like material that is durable and diffuses light in a pleasing way.

  • Virtually every Cinematographer relies heavily on Muslin in their lighting approach. This fabric is time-tested and a core part of lighting - utilized by legendary cinematographers like Roger Deakins, ASC.

  • Our approach is simple - take a time-tested fabric that is only available in large square sheets and make it into a convenient solution for any size crew, even a solo operator.

  • Once we solidify our manufacturing partnerships, we’ll be able to give a concrete price - but we expect that we’ll be able to price this at around $89-$109 with a 50% markup from COG.

  • PPC marketing funnel with a product landing page, influencer endorsements who already have an audience, reviews and word of mouth. Marketing assets can be created in house, as the business owner is a working DP.

  • We could expand into various other fabrics for different light qualities, as well as the hardware to hold our diffusers in place - an arm with clips that come off a Baby Pin, or protrude off a C Stand.