mui Labs’ Launch Video Case Study
mui is an interactive wood panel that becomes activated with a swipe of your finger. When it is not utilized, the panel remains sleep-mode and will become a beautifully-sanded wood furniture.
This was a challenging function to showcase to early adopters – there aren’t really any comparable devices on the market (wood that turns into translucent high tech), so we had to not only launch a product, but an idea. The project required multilingual management from conception to completion, and Prodigium’s producer Hiroki Kamada was up for the task, being perfectly fluent in both languages. We opted to work on the client’s time zone schedule to streamline communication.
Simultaneous Productions in Los Angeles (US) and Kyoto (JP)
One of the obvious challenges for the mui to launch on Kickstarter video was that the company and its leadership are based in Kyoto, Japan. The launch video needed to have a global appeal, both transmitting a US-centric consumer base as well as an authentic portrayal of the Kyoto-based team that manufactured the device. We needed to film the product use cases in US, and the founder interviews / company portrait in Kyoto.
Thanks to the crew and vendor network we’ve been building for the past 10 years throughout Japan, we were able to offer great costs savings to our client and achieve the best quality possible while ensuring a safe multinational production.
Video Release and Press Reaction
The release of the video immediately sparked press reaction. The device and the video were featured in articles on C|Net (“Built to calm, not distract”), The Verge as well as The Ambient UK. Mui had a great PR team that utilized the video as a major pitch element to explain to press: what in the world is mui, after all?
Also, mui labs used the video and won three awards at those pitch contests, one after another. The crown to the accolades was a CES Innovation Award.
Production Stills – Before & After Composit