Californian lighting company Gantri has launched its wireless collection, aiming to transform people’s experience of home and office interior lightscapes. To announce the new line of lamps, Gantri partnered with Canadian-based creative agency newkid on a strategic campaign that explores themes of freedom, movement, and vibrancy through dynamic imagery. The new collection of 10 lamps marks an achievement in both aesthetic and technical design.
Produced by production company Fela and directed by William Ukoh, the film weaves the idea of connection throughout, for both the wireless lamps and, on a deeper level, the invisible thread that connects us all. Ukoh helmed both the 80-second film and shot the stills campaign, highlighting in both mediums the impact of a light that moves you and moves with you. Character-driven and full of personality, with a strong, cohesive visual language, the campaign artfully showcases the collection’s charisma and energy.
“The launch film is meant to capture a sense of wonder and community,” said Ukoh. “We wanted to create a vibrant film, fueled by the spontaneity of jazz. Natural expressions of emotion, movement, and intrigue flourish with each handoff of the lamp, showing different types of relationships, and unlocking small but significant moments of life, love, and wonder along the way.”
Matthew Donne, co-founder and creative director of newkid, added, “This is our first collaboration with Gantri, and at the center of our creative strategy is the dual meaning in the campaign platform ‘Light that moves you.’ Exploring the power of light in motion and the emotion of light, and how we could relay that through moving and still images. We loved working with Gantri, Fela, and William to introduce this stunning collection.”
