Video direction that earned national media coverage
Brilli Wellness Circadian Lighting
Creative Director
As Creative Lead at circadian lighting brand Brilli Wellness, I was tasked with driving brand awareness and education for the venture-backed startup company’s launch, as circadian lighting and its effects on health and wellness are not widely known or understood by the general public.
This included driving awareness of the brand’s flagship product, the Look LED beauty mirror, that boosted energy and alertness while providing optimal lighting for your daily routine.
Approach
To assess how best to educate the general public about circadian lighting and Brilli’s products, the Marketing team at Brilli and I collaborated, conducting consumer and market research, reviewing initial sales and customer purchase data, and analyzing website performance. Through this research, we developed the following insights:
Brilli’s Look Up LED Beauty Mirror was showing strong interest (and initial sales) from public and lifestyle editors alike. The product's high price point and hard-wired installation made these findings all the more surprising.
The Look Up LED Beauty Mirror featured a sleek and modern design. In contrast, Brilli’s light bulbs were more “expected” in their design, making the mirror an excellent flagship product that drove consumer, brand differentiation, and stickiness.
The same brightness that provided circadian benefits like improved mood and focus also functioned as superior lighting for makeup application. This enabled us to market the Look Up mirror as a beauty and wellness product.
The product’s one-touch dimming feature didn’t just turn the brightness down; it also changed the spectrum of light (from blue to red), making it excellent for bedtime routines by not disrupting the natural release of melatonin. Other non-circadian lighted mirrors couldn’t make this claim, making it a critical differentiating factor.
All of these insights are complex but also compelling. This is why we selected it as the best candidate for a fully scripted and produced product explainer video.
Concept
For the video, I positioned the Look Up Mirror as a high-end essential that elevates daily beauty routines, highlighting its one-touch energy boost feature. Through the “Daily Beauty Ritual” concept, I shifted focus from product specs to an aspirational yet approachable experience, using minimalist luxury styling, soft high-key lighting, and clean, elegant design to showcase the user’s natural glow
The video opens with aspirational visuals, then smoothly highlights key features: a sleek, dimmable control to adjust the energy and mood-boosting brightness, through elegant motion and on-screen text. Designed for premium e-commerce and social channels, it elevated Brilli’s product storytelling across Shopify, Wayfair, Amazon, and the brand site.
