The Secret: A Video Launching Monos to The Public
Earlier this month, we released my favorite video we’ve ever made.
Here’s the story behind it:
Our videographer Zev and I are long time friends, and have always talked about wanting to work together. A year ago, we were able to carve out a budget to begin producing more premium videos than what our internal team had been making with an iPhone.
Zev’s a talented director, and also a Fluora fan and customer. He was the perfect to help us take Fluora content to the next level.
Zev started out just editing raw footage that our internal team had filmed into finished videos for social media. Next, he made a series of product assembly and demo videos that served a specific purpose on our website.
After a few months, Zev came to me and said he didn’t think he was doing his best work with us. What he truly wanted was to oversee the whole creative process of higher concept videos, from ideation and scripting, to filming and directing, then editing the final video. I was weary to dedicate even more resources to content, but could tell we needed to give it a shot.
We made two videos with this new workflow, which were released a couple months ago. Both helped us really tell the story behind what we do and our products in a more elegant way and reach tons of new people. One of them has over 1.3 million views on TikTok. It was clear he was right, and that we had finally figured out a way to produce higher value content for Fluora.
down on the main elements that we felt made it special. One of those things was an attention grabbing first shot that differentiated “normal lights” from the LED Art products we make. This would grab a viewer’s attention and set the stage for us to tell a longer, more heartfelt story.
The first shot for the secret would involve me breaking a light bulb with a plastic hammer. Over the top? Definitely. But we felt empowered to go for it. The day of filming, we filmed the glass breaking shot first at around 9 am - and nailed it in one take. This set the tone for the rest of the shoot, where the following scenes all just seemed to come together and flow.
The final video shows off both Zev’s, and the rest of the great Fluora team's skillset and dedication beautifully. Our new product, Monos is the star of the video. Monos is the culmination of everything we’ve learned over the last 10 years of making Art Installations, and represents our team fully hitting its stride as artists attempting to manufacture products for the home. Meaningful contributions from everyone that we’ve worked with are on display in this video, and that is why it’s my favorite we’ve ever made.
Hope you like it!