Firstly, the importance of lighting it quite clear. This video shows how a woman's face can be manipulated to look a certain way under a certain colour or angle of light.
When to film
There’s 4 times to be aware of at early morning or night: Astronomical, Nautical & Civil Twilight, and Sunrise (or Sunset). The light changes temperature (therefore mood) depending on how many degrees the sun is below the horizon. Long story short, the sky goes from blue to average in a matter of hours. I would personally wake up at Nautical Twilight to go out and shoot.
If you shoot in Black and White, the draw of Magic Hour is beautiful, soft shadows, if you shoot Color, the colors you will get are arguably the best of the day. What I really like at Magic Hour, it’s when natural light is fighting man made light, it’s a non issue for BW shooters but when you shoot color, there’s two different light temperatures fighting for attention in the pictures. See the image to the left. 
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