Light bulb jokes from the brightest minds

The project brief and our approach

To sell these light bulbs, we decided to break the fourth wall in this funny (and light!) video concept.


  • Raleigh, NC


  • Creative Director: Michael Fortson
  • Lighting: Matt Hedt
  • Audio Engineer: Aaron Bittikofer


  • RED Scarlet W
  • Adobe After Effects
  • Adobe Premiere
  • Adobe Photoshop
  • Adobe Illustrator


  • Account Management
  • Project Management
  • Creative Concepting
  • Concept Creation
  • Script Writing
  • Shoot Prep
  • Video Production
  • Storyboard Creation

Somebody once said that if you can make a person laugh you can make them do anything. We don’t exactly know who said that, but we do know that when one of the top online lighting suppliers on the Internet asked for our help creating a video, we knew if we could get people to laugh then we could get people to check out their site.

It’s one thing to make a great video - but first - you need a great script. Fortunately for our client, we’re not just great at shooting scripts, we’re also great at writing them.

But how do you make something like lighting funny? At first, we weren’t sure. But we knew that if we worked closely with our client and kept our minds open, we could have our very own light bulb moment.

Concepted in-house, our idea featured an infomercial actor who knew he was in an infomercial. Breaking the fourth wall, we used sarcasm and strategically placed one-liners to poke fun at the tropes found in the average infomercial. Adding a touch of personality and charm to this video helped breathe life into this fresh idea.

Sure, it could have been a boring, straight-to-camera talking head video… but we like to think we’re a little too bright for that.


Introducing e-conolight (2019)