We had several goals in mind when developing our creative concept. First, we wanted to create a consumable way for our audience to understand the L16’s technology, as well as challenge our tech-savvy audience’s preconceived notions of how a DSLR-quality camera is meant to both look and operate. Second, we wanted to inspire our viewers to take photography to the next level and quench their thirst for new, novel experiences.

With these goals in mind, we also wanted the video to take audiences on a visually dynamic storytelling adventure that captures the magic associated with taking pictures on the L16. Through clean and crisp digital elements and graceful audio, we would set an atmospheric stage for viewers. By the close, we wanted viewers to be left with a clear understanding of a robust, complex camera concept and be motivated to chase the excitement, beauty and adventure that comes with living.

Once the video was completed, we aimed to reach influencers and consumers everywhere. We pitched the video to media in the tech and photography spaces. After spiking the interest of several notable reporters, we premiered the 2.5 minute video at PhotoPlus in October 2016, then uploaded it to Vimeo and sent to our customer email distribution list a week later. We chose Vimeo as our solo placement platform for publication, as it is known for high-quality video and serves as a significant resource for filmmakers; it is a strong basis of Light’s community.

For additional promotion, we shared the video across Light’s social media channels. We also later embedded the video into a company update on our blog in December 2016 to refresh our audience’s excitement for the camera’s release.

The video was ultimately well-received by our audience as a new way of understanding how the camera works. It currently has a total of 67,000 plays and 514 likes on Vimeo; it was also added to 30 collections on the platform, reaching an audience of 19,400 users. It received 529 Twitter “likes” and 44 shares, 18 comments, and 135 reactions on Facebook. The video was also embedded a total of 31 times.

Following the October video launch, Light has secured coverage in various top-tier publications including TechCrunch, Digital Trends, Slashgear, Cheddar Live, IEEE Spectrum, Business Insider, Yahoo! Finance, Peta Pixel, and World News Report.