Philips Hue smart lighting

We needed to sell what might just be the most expensive lightbulbs on the market by appealing to trend setting early tech adopters: showing how versatile, easy to use and adaptable to your mood the range is.

This involved me referring to lightbulbs as “aspirational and premium” in meetings quite frequently. Did you know lightbulbs can be aspirational? Well they can. Here’s how:

Turns out the best way to show that is to put them in very nice house set and get a guy playing an architect (it’s always an architect isn’t it?) to walk round their improbably large home as the lights change.

Then we did some very slick CGI costume changing stuff with a robotic camera arm (because the lights can change with your mood, get it?) and created an integrated global campaign that covered TVC’s, social assets, a stills shoot and a bunch of product shots for e-com. All translated for use around the world. A huge undertaking with thousands of assets created.

The Client wanted “WOW” which is a lovely brief to get. They were very happy with this. So much in fact that at one point the TVC ended up being projected from the Philips building in Stockholm. Has a client ever liked your work so much they literally covered their offices in it?

…Still had to buy my own aspirational lightbulbs though.

Dir. Daniel Bruce