Fela, William Ukoh Examines Human Connection in New Gantri Campaign
Californian lighting pioneer Gantri today launches its category-defining wireless collection, aiming to transform people’s experience of home and office interior lightscapes. To announce the new line of lamps, Gantri partnered with Canadian-based creative studio newkid on a strategic campaign that explores themes of freedom, movement, and vibrancy through dynamic imagery. The new collection of ten lamps marks an achievement in both aesthetic and technical design.
Produced by culture-defining production company Fela and directed by William Ukoh, the film weaves the idea of connection throughout, for both the wireless lamps and, on a deeper level, the invisible thread that connects us all. Ukoh helmed both the 80-second film and shot the stills campaign, highlighting in both mediums the impact of a light that moves you and moves with you. Character-driven and full of personality, with a strong, cohesive visual language, the campaign artfully showcases the collection’s charisma and energy.
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“The launch film is meant to capture a sense of wonder and community,” said Ukoh. “We wanted to create a vibrant film, fueled by the spontaneity of Jazz. Natural expressions of emotion, movement, and intrigue flourish with each handoff of the lamp, showing different types of relationships, and unlocking small but significant moments of life, love, and wonder along the way.”
Matthew Donne, co-founder & creative director of newkid, added, “This is our first collaboration with Gantri, and at the center of our creative strategy is the dual meaning in the campaign platform ‘Light that moves you.’ Exploring the power of light in motion and the emotion of light, and how we could relay that through moving and still images. We loved working with Gantri, Fela, and William to introduce this stunning collection.”
CREDITS
Gantri:
Creative Director: Nate Sprecher
Engineer: Chris Cien
newkid:
Creative Director: Rich Brown
Creative Director: Matt Donne
Creative Producer: Tré Akula
Fela:
Executive Producer: Taj Critchlow
Executive Producer: Fuliane Petikyan
Executive Producer: Dean Rosen
Executive Producer: Amir Karimi
Head of Photography/EP: Marina Sulmona
Producer: Mikayla Fasullo
Sr. Operations Manager: Olivia Swayze
Director of Photography: Samuel Olaechea
Prop Stylist: Chad Burton
Wardrobe: Sarah Vee
HMUA: Franceline Graham
Talent:
Salvatore Fasullo
Anthony Tuccito
Mylz Powell
Sina Moneka
Rachel Hale
Tamara Alissa
Alim Sabir
Elizabeth Yip
Taj Critchlow
Aminata Mboup
Editorial House: Childhood
Editor: Liam Crawford
Music Composer + Sound Designer: Keith Charles
Recording Engineer: Jess Beraldi
Drums: Malcolm Martin
Bass: Daniel Winshall
Trumpet + Trombone: Max Gordon
Color House: FEATHER
Colorist: Kevin Wu
Color Assist: Ralph Pineda
Color Producer: Hannah Stone
VFX Artist: Dequiera Atherton
EP: Emily Goldberg
