PRODUCING PURA

Written by Daxson Hale, Head Writer

Tech startups are fun. We get to hang out with them a lot. That’s, like, what we do. It’s great to work with passionate entrepreneurs whose lives are their products. It also comes with a unique set of challenges: we’re often dealing with products who are still finalizing design, function, and manufacturing.

Pura fit squarely in that scenario. They had a great product with great design but were still in the back-and-forth stage with manufacturing and working out all the little kinks. They came to us almost a year ago, planning video as a core part of their product launch,

and finally when everything was ready we moved forward.

Pura is a great, simple product. It’s a smart, programmable air freshener with an affordable monthly scent subscription. Explaining the product wasn’t going to be as difficult as portraying scent in a scentless medium, but we took the challenge and used a collision of visual, hyper-sensory shots to convey the scents.

When combined with atmospheric and rhythmic sound design and dynamic editing, you can almost smell the video coming to life. At least, that’s the idea.

We also wanted the product to look and feel classy and cool, and that often is determined by a combination of dozens of factors. It already has a clean, sharp circular design, so it was up to production design, location scouting, and natural lighting together to make sure the Pura dispenser always looked great while feeling like a product that could be useful and fit into anyone’s home and lifestyle.