Lenses travel. Grade travels. Lighting travels. Pacing does not.
You can shoot a TVC with a feature-film lens kit and a Master Prime set and get production value the brief never paid for. You cannot pace a brand film like you pace a feature; the moment you do, you lose the message in service of the mood.
Our discipline is to borrow craft from cinema and structure from advertising. Lens choices come from the storyboard; cut points come from the strategy.