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.
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.
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.”