One shoot, a launch carried across every channel

Aurora was about to put its first flagship device in front of the world, and the launch had a familiar problem: one moment, a dozen places to live. The homepage needed a hero. Social wanted something thumb-stopping. Paid needed a six-second bumper that still landed without sound. Most teams solve this by shooting three times and hoping the tone matches. We pitched the opposite — one carefully built shoot, designed from the first frame to be reframed, recut, and retimed for everywhere it had to go.

The brief

Aurora's brand team came to us with a positioning line and a product that, frankly, looked like a lot of other products in a static photo. The job wasn't to explain features. It was to make people feel the thing the company believed about itself — that good technology should disappear into the moment it's helping you have. That meant a film about people and light, not spec sheets and spinning renders.

The constraint that shaped everything was reach. Aurora wanted a single production to feed the launch page, an Instagram and TikTok cut, a YouTube pre-roll, and a paid social bumper — five finished pieces, each with its own aspect ratio, runtime, and job to do. So we scripted and storyboarded for all five before we locked a single setup, treating framing and pacing as production decisions rather than post-production rescues.

What we made

We built the film around three vignettes, each a small human moment lit so the product sat inside the scene instead of on top of it. Our DP shot wide and clean with protected headroom and safe-action margins on every setup, which is the unglamorous secret to cut-downs that don't look cropped. On the day, we captured deliberate "hero beats" — slow, held frames that could carry a homepage loop — alongside faster, punchier coverage built for the social edits.

In post, the master came first: a sixty-second brand film with a full grade and a scored mix. From that spine we pulled the rest. The vertical cut leaned on the held frames and big type. The bumper threw away the story and kept one image and one line, captioned for silent autoplay. Color and sound were finished once, then carried across all five so the launch felt like one voice in five rooms rather than five films pretending to be related.

“Lumora took a half-formed brief and gave it a voice. Every frame felt deliberate, and the launch film carried our whole campaign.” — Mara Lindqvist, Head of Brand, Aurora

The results

The launch film passed 3.2 million views in its first month and, more usefully for Aurora, the launch page itself saw a 48% lift in engagement once the hero loop went live — people stayed, scrolled, and watched. The five cut-downs meant the campaign team never had to commission a second shoot to feed a new placement; when a channel needed something, the footage was already there. One day on set, one finishing pass, five films doing five jobs.