LUMIX

Agency: IMGN Media
Production: Avenue One Creative
Creative Director: Fritz Bacon

The Ask: To introduce the new LUMIX S5IIX, Panasonic challenged Avenue One Creative to produce a flagship YouTube film along with social-first cutdowns that showcased the camera's capabilities. Rather than creating a traditional product review, we developed a story centered around our founder and how picking up a camera set him on the path to becoming a commercial director.

To demonstrate the S5IIX in demanding real-world conditions, we filmed entirely on location in Yosemite National Park over three days. The result was a cinematic brand film that highlighted the camera's image quality, portability, and reliability while telling an authentic story that resonated with an existing audience.