Nobody's quite sure why the new Southern Comfort ad is quite as cool as it is, but I really like the warm '70s film-like look that they have added to the video.

How would I re-create this warmth in a photo? Is this the result of lens filters or post processing?

(I shoot RAW on a D800, if that matters)

enter image description here

  • \$\begingroup\$ I don't understand why you think the warm look is film-like. There were some films known for shifting colors a bit to the warm side, others the other way. In any case, this only mattered for slide film which was used directly. With negative film, the general color tone was a choice in printing. \$\endgroup\$ Dec 13, 2012 at 23:08
  • \$\begingroup\$ I meant film as in movie stock. yes certain (still) films do push towards warm, that's what i'm looking for. \$\endgroup\$ Dec 13, 2012 at 23:12

1 Answer 1


Most video footage is shot with a neutral white balance and then "graded" to taste in the editing suite.

Whilst you could use a warming filter on the lens it's much cheaper, easier and more flexible to shoot RAW and set a warm white balance when converting the images.

I did this in Adobe Camera RAW by warming the WB, adjusting the amount of green and applying a slight orange split tone to the highlights.

  • \$\begingroup\$ Im fairly sure this is more than just white balance at work tbh, i have tried to get this (or similar) look in the past - curves? \$\endgroup\$ Dec 13, 2012 at 12:13
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    \$\begingroup\$ Could be slightly split-toned looks like there's more green in the shadows. There's a million different ways to manipulate the colours of an image, without seeing the original it's impossible to say. \$\endgroup\$
    – Matt Grum
    Dec 13, 2012 at 12:34
  • \$\begingroup\$ thanks for adding the image - yes that's close, especially the sky blue. \$\endgroup\$ Dec 13, 2012 at 23:16

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