Abacus are one of the world’s leading lighting companies. Recently, after careful market analysis, they developed a brand new range of innovative, contemporary LED lights. And they came to us to help them create a suitably impactful branding and launch campaign.
Our ideas were all based around the title ‘Power/Beauty’, which reflected the products’ illumination and aesthetics. To visualise this, we worked with Scene Photography to create a series of highly arresting images, featuring Abacus luminares set in some of the UK’s most picturesque locations at night.

We also created two high profile exhibitions – LoveLight in Shoreditch and Best at the NEC, which saw the launch of the accompanyingPower/Beauty film – a visual composition of striking imagery, set against the specially commissioned soundtrack ‘Sweet Butterfly: Power/Beauty Mix’ by music producer and DJ Charles Webster.
It was a fantastic project. The key to the success of the campaign was achieving such striking imagery – despite being attacked by several thousand midges in the depths of the forest, and a few bad backs after humping 25kg battery packs around!