Insta360 Luna Ultra

I led the piece from concept through to delivery, shaping the creative direction, cinematography, edit, and grade into a launch film that felt polished enough to sit alongside Insta360's global campaign, while still carrying my own visual language.

The goal was not just to show the Luna Ultra clearly, but to make the product feel cinematic, tactile, and creatively desirable.

Insta360 approached me to create a launch film for the Luna Ultra that felt less like a product demo and more like a cinematic exploration of what the camera could do.

I spent several days filming, testing, and pushing the footage as far as I could, trying to pull as much depth, colour, and atmosphere out of the camera as possible. A lot of the process was experimental, searching for moments where the product felt tactile, emotional, and visually distinct.

Some of the strongest footage came near the end of the shoot, in the front yard of my house. I noticed the chrysanthemums catching the mid-afternoon light, throwing soft colour through the frame. I used the Luna Ultra's main lens up close, pushing its macro capabilities to create a more intimate look with natural bokeh and colour.

For the product shots, I had to get resourceful. I did not have a dedicated macro lens for clean POV details of the camera, and my usual Sony zoom lens was too long. Instead, I used a manual vintage 28mm lens, stopped down the aperture slightly, and rigged the movement with a single magic arm.

The film reached over 45K views and became a collaborative post across Insta360 ANZ, Insta360 MYSG, and Insta360 HK. It strengthened the product's launch presence by showing how the Luna Ultra could produce cinematic, emotionally engaging footage in a real creative workflow.

The response extended beyond the original campaign, with Insta360's regional teams praising the quality of the work, requesting further collaborations, and asking to repurpose the video across additional markets and platforms, including Rednote in China.