Commercial

The Ordinary: Studio campaign, motion control.

A studio campaign combining cinematic visuals with robotic camera moves repeated frame for frame. Lumen Narrative was technical producer, supplying the studio facilities, lighting and equipment and running the technical side of the set for the director.

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Repeatable to the millimetre.

The brand has trained its audience to read exactness as proof, so the campaign could not be soft or approximate.

01

The problem

The Ordinary sells on precision. The product is clinical, the packaging is deliberately plain, and the brand has trained its audience to read exactness as proof. A campaign for it cannot be soft or approximate. Every move has to be repeatable to the millimetre.

02

What we made

A sleek studio based campaign combining cinematic visuals with precise motion control. Robotic camera moves programmed and repeated frame for frame across passes, controlled lighting throughout, and a look built in camera rather than rescued in post. Lumen was technical producer and location manager: we provided the studio facilities, the lighting and the production equipment, and ran the technical side of the set alongside director Aref Mahabadi, DOP Ali Khurshid and the motion control team.

03

Why it works

This is the technical ceiling. Motion control is the most demanding kind of studio production there is, and the discipline behind it, plan the move, lock the variables, shoot it right the first time, is the same discipline we bring to a scientific animation or a KOL shoot. Motion control leaves no margin: if the light drifts or a stand moves between passes, the shot is lost. Keeping every one of those variables locked was our part of the work.

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The problem: Real family physicians on camera for World Family Doctor Day, asking as little time as possible of doctors who have none to spare.
What we made: A multi camera interview production in one controlled block, cut into campaign films, physician highlight pieces and social cuts, with full transcripts.
Why it works: Each physician gave an hour. The College received a hero film, highlight pieces and a month of social content.

Complexity, made clear.

Tell us the audience, the goal and the deadline. A white paper, a deck or a fifteen minute call is usually enough to scope it.

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