I normally shoot with Technicolor's Cinestyle profile in my Canon 7D, but I was recently challenged by another cinema photographer to shoot with my color in place (just tweaking the color later) because it would allow me to see the scene the way it was meant to be seen and inspire me to shoot accordingly.

I never really thought about it before, but of course I went about to creating my own picture profiles.

HOPPY is meant to be blown out a little, I like to dial it down to see what coloring I can do with it afterwards.
NEUE is meant to be almost a little underexposed so a gamma shift later won't blow it out.
MARCO is just a yellow coloring, with maybe some interesting possibilities later in how to color it.
And FLAT SODA was my attempt to dial in towards the Cinestyle look but with a little more contrast in it.