Shining the light on strategic motion design for RAB Lighting.


RAB lighting came to The CSI Group in search of a video to show facility managers promoting their LightCloud lighting control system. We were presented with a common challenge in communicating smart products: how do we showcase the product’s technological prowess while highlighting its ease of use? The viewer should be confident in the product’s quality and benefits to them, but not put off by the details. So how do we keep the viewer engaged but not overwhelmed?


Our solution was to create a light-hearted and captivating video using illustrative animation. The easy feel of the animation provides an effective medium for the technical aspects of the LightCloud system to be conveyed without too much heft.

• Nearly two-thirds of consumers prefer video under 60 seconds (Animoto).
• 48% of marketers plan to add YouTube to their content strategy in the next year (HubSpot).
• Almost 50% of internet users look for videos related to a product or service before visiting a store (ThinkWithGoogle).
• 4 out of 5 consumers believe that demo videos are helpful (Animoto).

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