Aputure — Introducing the Nova P300c
Context
Aputure launched the Nova P300c as its flagship RGBWW panel, designed for professional film and television sets. With a price point and feature set aimed squarely at cinematographers, gaffers, and lighting designers, the release needed to speak directly to an audience of working creatives who demand both technical excellence and creative inspiration.
The Video
Cinematographer Justin Jones directed the launch video, approaching it as more than a product demo. His intent was to create a cinematic piece that embodied the panel’s power and versatility. The concept was to visualize the Nova as a living source of energy — a light that could project not just illumination, but identity.
Laser Design
We mapped the faces of the Nova panels with lasers, then used Laser Banding to make it appear as if beams of light were emanating from the panels themselves. Each band of laser energy matched the Nova’s color output exactly, reinforcing its full-spectrum capabilities. The technique also created dramatic white laser spotlights that framed the fixtures, elevating them from tools into characters on screen. All effects were captured in-camera, showcasing real performance with no post-production trickery.
Reception
The video struck its mark with filmmakers and lighting professionals. Industry blogs and forums praised the Nova P300c as a serious tool for studio productions, while viewers reacted to the launch video with words like “insane,” “so cool,” and “VERY clever.” Cinematographers noted how the in-camera laser work made the promo feel like a film set experiment, not just an advertisement. The spectacle highlighted exactly what Aputure wanted to communicate: a product designed by filmmakers, for filmmakers.
Outcome
The laser effects transformed a technical announcement into a visual event. By turning the Nova’s features into striking, cinematic imagery, the launch video captured the attention of its target market, showcased the panel’s creative potential, and cemented the Nova P300c as one of the most talked-about releases in professional lighting.
SEE IT LIVE
Book a studio visit to explore ideas in person, or request a quote today. We look forward to delivering signature laser moments for your next project.