EDT
Product Launch Campaign
EDT launched Luma with a refusal built in: an intelligent air fryer that would look nothing like the category it was entering. Bold industrial design, a burnt-orange signature, and the conviction that a kitchen appliance deserves the same consideration as any object in a well-designed home. Our brief was to build the content foundation that could carry that ambition to market.
We treated Luma the way design films treat furniture, macro passes over brushed metal, glass catching warm light, steam behaving like theatre. Food appears as the payoff, not the prop, so the appliance reads as the most considered object in the kitchen it enters.
Alongside the launch films, we built scroll-native cuts around single sensory beats, a bubble of hot oil, a lid's soft click, kinetic type on brushed steel, small moments engineered to make appetite stop the thumb.
Every asset was designed to work twice, as brand theatre and as performance creative. The same visual system feeds launch films, product pages and paid social, giving Luma one unmistakable identity that builds desire at the top and closes conviction at the shelf.
The burnt-orange world was constructed with a product designer's discipline: one palette, one material logic, one temperature of light. That coherence lets any single frame, a logo plate, a drumstick, a curl of steam, be recognised as Luma before the name ever appears.
The launch reframed what buyers expect an appliance brand to feel like: closer to consumer electronics than kitchenware. Luma entered the market carrying a design story people wanted to repeat, and the category's visual bar quietly moved the day the films went live.