LUKE 1977 'Light Years Ahead'
Promo Video
Director: Sai Smith
Produced by: Illuminated Pixel
Content Type: Fashion Promo, Retail Display, Social Media Content
Objective:
Launch a sleek, futuristic campaign to spotlight LUKE’s latest collection
Create visually arresting content for in-store screens and digital platforms
Reinforce LUKE’s evolving brand identity through stylised, minimalist visuals
Use lighting as a design motif to echo the campaign’s ‘Light Years Ahead’ theme
What We Did:
For LUKE’s ‘Light Years Ahead’ campaign, we leaned into a stripped-back, high-contrast aesthetic to create a promo that felt both elevated and accessible. Shot entirely in a studio, the video features clean black-and-white backgrounds punctuated by glowing LED tube lights, used not just as set dressing, but as active design elements. The model interacts with the lights, walking among them and even holding one, creating a sense of movement and immersion that mirrors the brand’s forward-thinking ethos.
The result is a bold, minimalist visual that feels at home both on a phone screen and in a retail environment. With its crisp lighting, sharp styling, and modular edit structure, the video was designed to loop seamlessly in-store while also grabbing attention on social media feeds.
Clean Lines. Sharp Lighting. Pure LUKE.
Production Approach:
Studio shoot with controlled lighting and monochrome backdrops
Integrated LED tube lights as both practical and aesthetic elements
Focused on clean composition, negative space, and subtle motion
Edited for modular use across vertical, square, and widescreen formats
Deliverables:
Hero promo video for LUKE’s social channels
Looping in-store display edits
Cutdowns for Instagram Stories, Reels, and TikTok
Photography for digital signage and campaign graphics
Outcome:
Delivered a visually cohesive campaign that elevated LUKE’s retail presence
Reinforced the brand’s modern, fashion-forward identity
Provided flexible content that performed across digital and physical touchpoints
Continued the creative evolution of the LUKE x Illuminated Pixel partnership
