Light bulb jokes from the brightest minds

The project brief and our approach

To sell this LED lighting, 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 e-conolight, one of the top online lighting suppliers on the Internet, asked for our help creating a brand video to kick off their new brand identity and video marketing strategy, we knew if we could get people to laugh then we could drive potential customers to their website.

It’s one thing to make a great video—but first—you need a great script. e-conolight turned to us for that, and fortunately for our client, we’re not just great at shooting scripts we’re also great at writing them.

But how do you make a budget-friendly online lighting company funny? At first, we weren’t sure. But after working closely with our client we found a clever way of leaning into e-conolight’s brand voice and value proposition to create a new spin on the traditional (and oftentimes stodgy) brand video.

Concepted by our in-house creative team, our live action video concept featured an infomercial actor who knew he was in an infomercial. Breaking the fourth wall, our scriptwriting featured sarcasm and strategically placed one-liners to poke fun at the tropes found in the average infomercial. Leveraging the brand’s personality and charm for his video helped breathe life into this fresh idea.

“We spent the months leading up to the creation of this brand video establishing the e-conolight voice and visual identity, so we knew Three Post would be the perfect agency to kick off the first video in our integrated marketing campaign,” said Mike Watson, GM of e-conolight. “From storyboarding to script writing to post production and even talent management, the Three Post team handled everything and resulted in a video with one of our highest social engagement rates.”

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.

Interested in learning how our bright minds can highlight your company’s next bright idea? Drop us a line at new@threepost.com and see how our Raleigh, North Carolina video production team can help.


Introducing e-conolight (2019)