Profoto is the brand leader in professional studio and location lighting favoured by many of the worlds best photographers. Names like Annie Leibovitz, Albert Watson and Marc Seliger. We worked with Profoto to create the launch campaign for their new first-ever on-camera flash – the A1. The A1 is a premium-priced product. So it was vital to position this product as something very different from the common or garden speed-light. Ultimately, Profoto took everything they learned making the world’s best lights – and made it smaller. Our emotionally relevant idea: The world’s smallest studio light.