What are the signature lighting tips that Paul Rogers shares for cinematic video?

Hi, I’m Paul Rogers from thatcreativeceo. Love this question.

One of my big signature tips: shoot on the shadow side. Most people light the face. Pros light the story. I want you stepping into contrast, not running from it. Turn your subject so the key light hits from the side away from camera, and let one side of the face fall into shadow.

That simple move instantly feels more cinematic, moodier, and more intentional than flat, front-facing light. If it feels “too dark,” you’re probably closer to the look you actually want than you think.

Want me to break this down for natural light, indoor setups, or both?