A lighting brand that earns the dark.
Lumen launched a flagship range of architectural lighting. We built them a full launch campaign — a 90-second brand film, six product films, and a stills system — all unified by the same simple idea: good lighting earns the dark.
Show light without showing the lamp.
Most lighting marketing leads with the product. We did the opposite — lead with the dark, the space, the mood. Let the light do the marketing, and let the lamp arrive last, almost casually.
Then build a system that works across a 90-second brand film, six 20-second product films, and a stills set sized for everything from billboards to product-detail pages.
Treat darkness as a co-star.
We shot every scene as if the dark itself had character — deep, considered, never flat. The brand film follows a single architectural space at dusk; the product films each take one Lumen product and let it do one thing exceptionally well. The visual rules are simple enough that Lumen's in-house team now extends the system without us.
"The campaign sold the range out by Q3. We've been chasing the system for our next launch ever since."
The campaign sold the range out.
Lumen's flagship range hit its annual sell-through target before the end of Q3. The campaign was rolled out across six European markets, with the in-house team localising stills and product films using the system we documented.