In this video, Coleman and his colleague were painting a tiny 1 bedroom apartment on the UES. There wasn't very much space to work in, so in this kind of situation you need to look for good details to film in close up. Luckily, painting has all sorts of cool textures and visuals so it wasn't hard to get some interesting footage despite the cramped confines. A micro-business like Empirical paint trades on the expertise of the individuals who both run the business and do the work - you want the video to inspire trust and confidence in the customer.