Mediacom — "Turn It Up"

Client: Mediacom · Agency: Flynn Wright

Filmed in MINNEAPOLIS, MN

Overview

Mediacom and Flynn Wright needed to introduce the next generation of Mediacom Xtreme internet, with new controls, new systems, and a new tier of service. The idea put the next generation on screen literally: a house full of young people, a party about to start, and one moment where everything changes at once. It was Luminary's first production built around a motion-control system, and that rig shaped everything, right down to the city we shot in.

The Challenge

Make "next generation" something you feel, not just hear. The signature moment called for a camera push and a full transformation of the room — lighting, color, environment — landing in perfect sync with a music drop. Doing that by hand, take after take, wasn't realistic. It needed a system that could link camera, light, and set to a single cue, and the closest one to us was in Minneapolis. Shooting there also gave us a fresh cast pool and locations audiences hadn't seen in the brand's work.

The Craft

Nearly the entire shoot lived on a Bolt motion-control rig. Its repeatable, precise moves let us synchronize the camera, the lighting, and the environment change to fire on one cue, and made the motion-control match cuts possible: populating the room, and linking the physical space to the virtual one on screen. With a large cast and extreme color palettes, the film swings from a normal-looking set to a fully charged party without a seam. One exterior shot went on a jib for speed, operated by Jacob. Jacob directed and shot the spot, designing the camera move through the space along with the room's layout and art direction.

The Idea

One click, everything changes. The camera moves in on an ordinary-looking house party; the music drops; and in the same instant the room erupts from everyday into vivid, saturated color. A second thread takes us inside a virtual world: a young woman pulls goggles down over her eyes, and match cuts carry us into the room she's seeing, with that virtual framing appearing on screens inside the real space.

Working with the team

Flynn Wright brings the concept and the script; Luminary's role is to make it real in a real environment. That meant finding the location, working out how the camera travels through it, and shaping the art direction and layout so the move and the transformation work as one. "Turn It Up" was one of the earliest Mediacom spots Luminary made with Flynn Wright, and the start of a long partnership.

- The spot created a look unlike anything Mediacom had done before.
- It was received very well by viewers and the community, and internally at Mediacom and Flynn Wright.
- That signature look became a foundation for the Mediacom work we made together in the years that followed.
Directed and shot by Jacob Moyer, including motion-control camera design. Brought to life with our trusted team of craftspeople — art direction, wardrobe, hair and makeup, food styling, lighting, and grip — who help us build every project alongside our clients.

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Need a moment where everything changes at once? Let's make them dream with their eyes open.

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