Deliverables: 1 Main tutorial video + 5 Social assets
Production Timeline: 3 months
Crew Size: 5 filmmakers
Locations: Lake District, Manchester, London studio 🇬🇧

📸 The Brief

Fujifilm approached us to concept, shoot, and edit the launch video for their new instax LiPlay+, an instant camera aimed at millennial women who value creativity, lifestyle, and design-led tech.

The brief was to create a clear, engaging tutorial video that would live on the product landing page, supported by a set of social assets to drive awareness and consideration across launch channels. The content needed to feel premium, aspirational, and approachable, while clearly showcasing the camera’s core features and use cases.

💡 Creative Approach

We proposed a bold, multi-location approach to elevate the product beyond a traditional studio tutorial.

Our idea was to show the camera being used in real lifestyle moments, pairing cinematic outdoor scenes with clean, controlled studio shots. This allowed us to balance inspiration with clarity, showing both how the product works and how it fits into everyday life.

The creative solution combined:

• Lifestyle filming in the Lake District and Manchester
• Natural, candid moments that felt authentic and relatable
• Sleek studio product shots in London to hero features and details

🎬 Production

The shoot involved a travelling unit, with a core team of five filmmakers, four models, a stylist, a hair and makeup artist, and the client on set.

Given that most of the content was filmed outdoors, we leaned heavily into natural light, using it to create a warm, lifestyle-driven aesthetic that resonated with the target audience. All footage was captured on the Fujifilm X-H2S, ensuring consistency with the brand’s imaging standards.

Logistics were one of the bigger challenges on this project. Coordinating travel, accommodation, and shoot schedules across multiple regions required careful planning, but it also created a great energy on set. The road-trip style production allowed us to move quickly, stay flexible, and capture genuinely beautiful moments across the English countryside.

🎞️ Post-Production

Post-production focused on bringing together the lifestyle and studio footage into a cohesive, easy-to-follow tutorial film. The edit balanced practical product explanation with aspirational visuals, supported by clean graphics and pacing suited to both web and social placements.

From concept to final delivery, the full project ran over a three-month period, with structured review rounds and close collaboration with the Fujifilm team throughout.

⚡ The Result

The final deliverables included one hero tutorial video for the instax LiPlay+ product page, alongside five social cutdowns designed for launch across digital platforms.

The campaign was very well received internally by the Fujifilm team and successfully positioned the LiPlay+ as a premium yet accessible instant camera for a younger, lifestyle-focused audience.

A strong example of how thoughtful location choice, lifestyle storytelling, and clean product filmmaking can elevate a tutorial into a launch moment.