Shoot Days: 2
Deliverables: 6
Location: London, UK 🇬🇧
📸 The Brief
As a repeat client, Fujifilm returned to us with a new brief for the launch of the Instax Mini 41.
Positioned as one of the more premium cameras in the Instax lineup, the product was aimed at 25–35 year-olds with a strong interest in arts, culture, and creative self-expression.
Our task was to create a three-minute tutorial-style hero video for the product landing page, alongside five social cutdowns for paid and organic marketing.
🎬 Creative Development
After digesting the brief, we developed a full creative response designed to reflect the camera’s premium positioning and creative audience.
The creative treatment included:
- Model selection options
- Proposed mid-century modern locations
- Script outline and narrative flow
- Detailed storyboard
- Visual direction and camera approach
- Moodboard aligned with brand guidelines
The client signed off on the treatment before we moved into detailed pre-production.
🧵 Pre-Production
Once the creative was locked, we moved into styling and logistics.
Three models were selected, wardrobe was carefully curated, and the filmmaking team was briefed on how to approach both lifestyle and product-led shots.
Special focus was placed on ensuring:
- Clean, repeatable framing for the tutorial sections
- Expressive model interactions to support the lifestyle messaging
- Product clarity across all key features
🔥 The Shoot
The content was filmed across two shoot days.
Day One
A home-based location styled to reflect a mid-century modern aesthetic, creating a warm, creative environment for lifestyle sequences.
Day Two
A studio shoot where we painted the infinity cove in one of the Instax Mini 41’s key brand colours. This gave us full control over lighting and allowed for clean, premium product shots.
🎥 The camera package included:
- Fujifilm X-H2S
- RED Komodo X
The shoot ran smoothly, making excellent use of the allocated time and resulting in strong product imagery and natural model performances.
🎞️ Post-Production
Post-production took place over a four-week period, including multiple edit rounds to refine pacing, clarity, and brand alignment.
The final film combined:
- Clear tutorial storytelling
- Polished lifestyle visuals
- Clean transitions between scenes
- Consistent colour and brand treatment
⚡ The Result
The final assets delivered a premium, design-led product launch that clearly communicated the Mini 41’s features while appealing directly to its creative audience.
Fujifilm were very happy with the outcome, and the project has since led to further commissions across the Instax range.
A polished tutorial film that balanced clarity, creativity, and premium visual storytelling.
