11-episode video course ARRI Academy “Lighting Systems Control.”

LED technology has developed relatively recently and brought the digital revolution to the world of lighting. Many lighting professionals slowly began to adopt it because the benefits of using LED were undeniable: low energy consumption, networking flexibility, connectivity, color science, etc. My research showed that LED lighting connectivity is a new subject to many cinematographers and lighting professionals. New technologies like sACN, ArtNet, and Wireless DMX allow more flexibility and efficiency on set, but there are not enough educational resources on this subject.

I saw an opportunity to connect with ARRI's target audience through education. I conducted research and interviewed the industry's most significant influencers and educators. I came up with the concept for the course and created a marketing plan to promote it. My marketing and lighting colleagues supported this initiative. The budget for this project was limited, but I was able to find partners internally and externally who provided location and editing support to make this project a reality. I produced and directed the shoot in a studio generously provided to us by BrandStar in Fort Lauderdale, FL. Later, I wrote the script for each episode and supervised the post-production. In April 2020, I released the finished product consisting of 11 episodes on a landing page. The timing was perfect as it was the early days of the pandemic. Gaffers, Cinematographers, and Lighting Professionals were stuck at home and were eager to improve their technical skills.

The press release was picked up by over 25 global publications, including PLSN, British Cinematographer, Lighting and Sound, generating over 9 mln views global reach.

In January 2021, the course was taken under the ARRI Academy umbrella, and now it is available for $349 on MZED platform.

Target Audience: System integrators, Lighting Designers, Lighting Programmers, Gaffers, Directors of Photography, Studio Managers

PR reach: 9 mln globally

Social media reach: 1,5 mln

Webpage reach: 30k unique views

Feedback from the audience:

“I loved this course. Before my understanding of DMX was enough to get me through, but Ethernet dmx was always kind of a mystery for me, it seemed like you plug into ethernet *a miracle happens* and then fixtures get data, but this filled in all that gaps. Thank you for this!”

“This is an excellent course! Thorough and well structured. Each module is divided into well marked, easy to find chapters so you can quickly return to parts you want to review.”

“Most important training class.“

“Great presentation, I am just beginning to use DMX, I better understand how it works and what it can do. “