Feit Electric

Challenge

Feit Electric came to us with a clear ask: bring their products into people’s homes in a way that felt natural and authentic. They wanted hero spots that played as cinematic storytelling rather than a sales pitch, and a modular system of social cutdowns built from the same world, each spotlighting a moment of family life illuminated by Feit Electric products.

Approach

We built both spots around a single emotional arc: lights on, beautiful chaos, family together, each opening on the flip of a switch. The look was cinematic but never staged. A close, energetic camera and natural performances that let the chaos feel real. Lighting carried the films. Rather than light around the product, we built each scene on Feit Electric’s own fixtures as the practical sources. The products lit the scenes the way they light real life. To protect our time on set, especially with child actors, we used AI to build a working prototype of each spot with lighting, camera moves, and blocking roughed in. Feit Electric reviewed a moving, near-final version rather than static boards, and once approved, the prototypes became our blueprint.

Services