Lume isn't just a modern and expensive lamp; it doubles as a laundry folding genie. And to hype and humanize this alien-like robo housemaid before it starts shipping this summer, the company behind it, has launched an all-out, high-gloss social media video blitz.
There's a commercial launch video, a 10-minute-long documentary about Syncere's founders, and a behind the scenes doc about the making of that doc. The documentary opens on a sunrise, follows the founders as they make coffee, shoot hoops in a driveway, work on the Lume prototype in a backyard, and eventually end the day sitting around a dining room table with family. The videos come from Offscript, a studio that describes itself as "a storytelling company, written by filmmakers, not advertisers," for startups.
The rising trend of the cheeky and sleek launch video has "opened the floodgate for a lot of these tech companies and validated that there is a need for media," says Alli Gooch, a 27-year-old filmmaker behind Offscript. "The documentary is just kind of like a higher-end version of building in public," she says. "It all goes back to authenticity." Nearly 50,000 people have watched the Syncere documentary on X over the past month, and more than 1 million have seen the launch video.
