360 CAMPAIGN & VIDEOLutron Luxury
Lutron Luxury, an exclusive arm of Lutron Electronics, designs and delivers sophisticated, bespoke lighting control, motorized shades, and automation systems tailored for the most discerning architects and designers working on ultra-premium residential and commercial projects valued at $3 million USD and above.
Lutron tasked my team with developing an awareness campaign, featuring a short-form product video, targeted at high-end architects and designers of multi-million dollar homes. The ultimate goal was to drive traffic to their exclusive experience centers through a multi-channel approach spanning web, OOH, online advertisements, and video commercial.
The light you feel
A virtual curation of storytelling and human connection told through the lens of “The Light You Feel,” the :90 hero video showcases how light amplifies human emotion throughout one woman’s day.
DELIVERABLESStrategy & Positioning
Campaign Tagline, Key Visuals, & Style Guide
Video & Photo Production
OOH & OLA Assets
MY ROLE
As the Creative & Project Lead, I was integral in the upfront ideation and creation of the campaign, and subsequently led and oversaw the production of the final assets for output. My key responsibilities included:
Creative Strategy & Positioning: I defined the campaign's core positioning and guided tagline development, collaborating closely with strategy and copy to establish the foundational creative direction.
Art Direction & Visual Storytelling: I spearheaded the overall art direction and presentation, translating the creative vision into compelling mockups with only one other designer to effectively sell the execution.
Production Talent & Vision Realization: I played an integral role in pre-production, collaborating closely with our ECD to select the director, stylist, and set designer, define talent sourcing, and develop storyboards and key frames for the video and photoshoot.