• Dairy Queen

    Dairy Queen
    ML Nelson - Director/Camera


  • Tenneyson

    Ben Hoffman - Director/Camera


  • Gattis

    Ben Hoffman - Director/Camera


  • Schlotzsky's

    ML Nelson - Director/Camera


  • Adam's Golf

    Adam's Golf
    Ben Hoffman - Director/Camera


  • Paloma Picasso

    Paloma Picasso
    ML Nelson - Director/Camera


  • FTD

    ML Nelson - Director/Camera


extreme revolution™ presentation top

In ML’s quest to bring new dramatic motion, and versatility to tabletop projects he developed a proprietary system called extreme revolution™. Starting with jewelry he refined the process until he was able to dramatically showcase fine jewelry with three dimensional movement, select focus and with lighting that allows both the metal and the stone to co-exist in harmony. The added value is that product images captured in extreme revolution™ can be used for TV, cinema, video boards of any size, internet, websites, social media, print, catalogs, billboards and on any background — all produced from the same footage.


Noonday Pictures

Noonday was established by ML Nelson as a one-stop service for state-of-the-art product shooting. It has grown to listing clients in automotive, food, jewelry, sporting goods and, well, anybody that needs superb product shots – we do it.

"We deliver national-quality work. For less."

And we do it out of our own 10,000-square-foot facility, with our own equipment, including motion control camera, and our proprietary new system called extreme revolution™, which delivers frame-by-frame time-lapse animation of 3D objects with precision you’ve never seen before. We deliver all of this to you with crew and staff that work with us day in and day out. Why is this important? We can do things that other production houses without their own

facilities and equipment can’t do for the same price. Our directors can test. They can innovate. And they can test some more – all before you ever step through our doors. In this way, they can deliver your vision and know it is going to work on the screen.

When you come to Noonday for a production, you get a facility, the staff and the extras we have learned to combine with value pricing to make shooting with us affordable. You also get professionals who know how to deliver on your concepts with production that is as beautiful and breathtaking as it is frugal.

Let us bid your next boards and show how much you can get under our roof. We don’t have oceans and mountains around us. But we will surround you with great talent. That’s what sets us apart from the rest.

Noonday Pictures Studio

Located in the Design District in Dallas, TX, this premier studio is one of the best in the U.S. Designed specifically for tabletop, it features two stages, a 1,275 sq. ft. commercial kitchen including multiple commercial refrigerators, freezers, standard and convection ovens, griddles, fryers, sinks and workstations. Noonday owns 2 motion control rigs and all grip/electric equipment specifically used for tabletop production. The prop storage area is 1,500 sq. ft. and the 1,800 sq. ft. client area has its own entrance, conference room, bathrooms, kitchen and workstations.

Know the Team
ML Nelson

"If I had it to do all over again, I would do exactly what I have chosen to do. I love it that much."

View ML's Reel

Someone asked me once why I became a commercial director. I was in the business school at TCU in Fort Worth. A friend of mine showed me a film project he had just worked on and a light went on for me. "This is what I want to do."

After graduation, I moved into shooting, editing, sound editing, and any job that put me near the camera and in the motion picture business. Soon I had Texas Dairy Queen asking me to shoot food for them, and before you knew it I was a tabletop director. I started my own company and never looked back.

Directing has been good to me. Twenty-five years in business has introduced me to many, many close friends. Clients, who once were skeptical that they could get national-caliber service and quality production in Texas, have come back dozens and dozens of times for more and more work. And that speaks volumes about how we work at Noonday.

I love what I do. Capturing the beauty and visual impact of motion in the world of tabletop photography. Because of that, I put my whole heart into every project. My clients deserve nothing less than that.

Ben Hoffman

"There's something magical about starting a day with a page of ideas and a group of people and a few hours later walking away with something beautiful."

View Ben's Reel

I got my start in production at Noonday. I knocked on the door looking for any opportunity and it wasn't long before I was part of the team.

I was immediately at home and tried my hand at every job on the set eventually landing behind the camera. ML gave me full access to all the tools and toys in this incredible facility and as I learned my way around the business I started to find my own style. As I worked in the broader production world it became clear to me how unique Noonday is: to have everything you need to produce great shots right at you fingertips. That doesn't exist just anywhere.

Having all these tools has fostered a culture of experimentation. We love to test and play and push the envelope. This gives me the tools to work out some issues and creative options before the client even walks through the door.

I love film production. Maybe it's because I come from a family of musicians that I love the collaborative nature of our business.

Joy McGuire
Business Manager

"We can find a way to satisfy almost every budget and every production problem presented to us and we do it beautifully."

My title is Chief Sanity Officer. I am in charge of keeping things from getting crazy. Keeping the doors open and the lights on – it’s a full-time job.

Because we are self-contained and under one roof, we can control costs and deliver more bang for the buck. And in today’s market, that is critical.

Besides our size allowing us to move fast, we are creative problem solvers. And when it comes to being good stewards of your money, we are very, very serious. You not only get what you pay for at Noonday, we see to it that you get more!


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