The everyday, made extraordinary on screen.

EDT launched Luma with a clear ambition: to make an intelligent air fryer that looked nothing like the category it was entering. Bold design, a distinct visual identity, and the conviction that kitchen appliances should feel as considered as any other object in a well-designed home. Our brief was to build the content foundation that would carry that ambition into the market.

We produced a hero brand film for Luma that established the product's visual and tonal world from the ground up. Alongside this, we developed a suite of precision 3D content that renders the product with the material quality and detail a D2C launch demands, content built to convert on screen before the customer ever handles the product in person.

Beyond the launch deliverables, we built with longevity in mind. A library of cut-downs and format-adapted edits was developed alongside the primary content, giving EDT a structured brand content pool to draw from across paid, organic and retail channels well beyond the initial campaign window.

The result is not just a launch campaign but a scalable creative asset base content infrastructure that grows with the brand as its product range expands.