Product Launch Campaign

Role:
Concept • Storyline • Creative Direction • Content Production

Challenge:
The Cameo P6 marks a new chapter in professional lighting — a 600 W RGBALC LED Profiler developed to replace energy-hungry 2.5 kW halogen fixtures in theatres, studios, and live venues.

The challenge wasn’t just to launch another LED spotlight — it was to win the hearts of lighting professionals who still trusted the warmth and natural tone of halogen light.

Many theatre and broadcast users remain skeptical about LED technology, especially when it comes to skin tones and color fidelity.

The campaign had to bridge tradition and innovation, showing that modern lighting can evolve without losing its soul.

Idea:
The creative idea centered around one message:

Create New Traditions. (slogan)

We built a story of continuity through change — reassuring professionals that while technology advances, the essence of light remains.

Visually, the film and imagery followed this emotional journey — from classic tungsten warmth to the crisp precision of LED — symbolizing that tradition doesn’t end; it evolves.

Execution:
Across web, film, and product materials, the campaign balanced technical clarity with emotional storytelling, giving the audience one clear message:

The tools change — but great light feels the same.