Shoot Days: 3
Deliverables: 1 Main tutorial video, 5 Social assets, 100+ sample outputs
Production Timeline: 2 months
Crew Size: 5 filmmakers
📸 The Brief
Fujifilm approached us to lead the concept, production, and post-production for the launch of Instax EVO CINE, a flagship instant camera designed for creatively driven users who value both photography and video.
Unlike previous Instax models, EVO CINE is capable of capturing both high-quality stills and video, meaning the launch content needed to demonstrate a much broader range of use cases.
Alongside the main tutorial video and social assets, Fujifilm required an extensive library of sample imagery. In total, this included over 100 physical prints derived from both photographs and video frames, forming a core part of the product landing page experience.
💡 Creative Approach
Given the creative target audience, we wanted the content to feel exploratory, expressive, and urban. We proposed a location-led approach that would reflect the way photographers and filmmakers naturally move through a city, capturing different moods, textures, and energy.
We pitched to shoot across a wide range of London locations, each offering a distinct visual identity, and then supported this with premium studio product shots to clearly highlight features and design details.
Locations included:
- A Walthamstow laundrette
- Southbank Centre
- Victoria Park
- An industrial house in Hackney
- The Barbican
- A London studio for controlled product shots
🎬 Production
The project was filmed over three days, with a tight schedule that required the crew to move efficiently between five locations.
We worked with a lean but experienced team consisting of five filmmakers, three models, a stylist, a hair and makeup artist, and the client on set. The majority of the footage was shot on the
Fujifilm X-H2S, keeping the project consistent with the brand’s own imaging ecosystem.
For exterior scenes, we relied heavily on natural light to give the footage an organic, real-world feel. For interior and studio setups, our gaffer designed a soft, stylised lighting approach that allowed the camera and printed outputs to feel premium and tactile.
A key focus during production was capturing enough variety to support the large volume of sample outputs required. This meant carefully balancing lifestyle moments, intentional compositions, motion, and texture across both stills and video.
🎞️ Post-Production
Post-production focused on crafting a clear, engaging tutorial video while also curating and processing a large volume of sample imagery. The edit and grade were designed to showcase the camera’s creative flexibility, from cinematic video frames to expressive stills that translated beautifully into physical prints.
Despite the volume of assets, the project stayed tightly managed and was delivered within a two-month timeline from initial concept to final delivery.
⚡ The Result
The final campaign included a hero tutorial video, five social assets, and an extensive library of sample prints that demonstrated the full creative range of the instax EVO CINE.
The content was well received by the Fujifilm team and successfully positioned the product as a flagship camera for creatives who want the freedom to move seamlessly between photography and video.
A strong example of combining lifestyle storytelling, urban exploration, and premium product filmmaking to support a high-end launch.
