A Lighting Masterpiece
A Lighting Masterpiece
Scope of Work
Electrix Illumination, a high-end commercial lighting company, launched their new MagneConnect product and wanted to reach lighting designers. We uncovered the insight that many lighting designers don't see a room as empty, but as a canvas that they get to paint with light. So we tapped into that and showed how the flexibility of the MagneConnect system enabled them to create their masterpiece.
Client
Electrix
Deliverables
- Concept Ideation
- Stategy
- Video/Motion
- Media Strategy
Introductory Video
To a lighting designer, an empty room is a blank canvas. We shot an introductory video that explains how the Magneconnect allows designers to light their canvas however they want with a proprietary slot and track system. Shot in Electrix’s showroom and factory, the video was designed to be used at tradeshow booths.
Print Ad
A print advertisement in the magazine “Architectural Record” also leveraged the blank canvas messaging. We used stark copy and imagery to contrast with other product-feature heavy ads and instead allow designers to envision all the possibilities Electrix offers to create a lit room that is a work of art.
Our ad won Architectural Record’s ”Best in Class” award in the category “Less is More.”