Product: Bright NightTM "The Original Illuminated Umbrella"
Objectives:
To introduce a revolutionary new product, an umbrella with a light in it's canopy. The elegant, world-class umbrella
has a distinctly European look and feel and is completely safe to use in the rain. The extra wide umbrella canopy
keeps users, even couples, safe and dry even in hard driving rain, all while illuminating them in a 6 foot circle
of light. Powered by 4 AA batteries, the Bright NightTM
umbrella is fully water resistant. The wide 44" canopy is made of double printed Teflon, stores and retracts
a 6 volt krypton light bulb, and reflects 90% of it's generated light downward. This well built umbrella is made
of a newly developed polycarbonate making it extremely lightweight and virtually indestructible.
To establish Bright NightTM as "The Original Illuminated Umbrella". The price point is $49.95, high for short form, however, the target market is an elitist group. Since Toplight Holdings Ltd. was well aware of the knock off and competitor potential, the client felt the need to firmly establish an association between their name and any other such a product.
Production
Challenge: The production challenge for ONYX was to show the products high style and demonstrate it's practicality.
The entire production was shot at night on location in Los Angeles, with simulated heavy rain storms. Each segment
takes on the look and feel of a different location from around the world. The rain simulation in "very dry"
Southern California was so authentic, it even caused the Hollywood locals to stop and watch ONYX shoot.