Leonlite is a company that specializes in providing LED lighting solutions for residential, commercial, and industrial applications. The company offers a wide range of products, including LED fixtures, bulbs, and accessories that are designed to be energy-efficient, cost-effective, and environmentally friendly.
Overall, Leonlite is a company that focuses on delivering innovative and reliable LED lighting solutions to enhance the safety, comfort, and productivity of homes, businesses, and other types of facilities.
Leonlite was looking to create their first :30 second commerical. The goal to help reinforce the brand's identity and make it relatable. The goal of the spot was to to create a memorable and impactful message that connects with the audience and drives business results.
- Creative concept development
- Video production: producing, directing, video editing
- Mood Boards
- Location scouting
- Production design
Our Concept and Approach
Leonlite wanted a commercial to introduce their product online and highlight how their product makes life better rfor the consumer. Highline's crafted two scripts, and both concepts were approved, but ultimately Leonlite decided to move forward with the SENTIMENTAL script utilizing just three actors (Dad, daughter and boyfriend). We put out a casting call for the father. The daughter and boyfriend were pulled from our network of actors.
During the conceptual phase, we worked closely with Leonlite's executives to nail the tone of the commercial. We pitched them on a commercial with warm and fuzzy feelings of family and dependability. We referenced an Amazon holiday commerical and they seemed to like that reference. We also wanted to impart clean/green vibes, or elements of G&E "Building a World that Works" as a reference for tone. Marry G&E with Amazon and we were off to the races.
We location scouted a few different houses in the greater Los Angeles area and landed on one with a contemporary look and feel, nothing too over the top. Our art department added their usual touches to enhance the backgrounds with props, and the Leonlite landscape lighting to the make the home work with our story.
Since the focus of the spot was the night time landscape lighting, we decided to shoot on the Sony Venice at 6k resolution. The Venice camera has an amazing sensor for lower light scenes, and excelled at capturing the warmth of our characters and the glow from the landscape lighting. We added a simple score, with minimal sound design.