Twisted Frame is contracted to produce X-cite Novem product launch campaign series. The award-winning X-Cite NOVEM is next generation of LED light sources delivering the brightest and most powerful LED Illuminator ever. With nine individually controllable channels, the X-Cite NOVEM is bright enough to rival arc lamps in microscopy applications. Reduced sample exposure and scanning times will translate to improved image quality and productivity in most applications. Unlike traditional product launch videos we decided to create 2 characters Sam & Ella to create curiosity and more engagement before explaining key features of the product. We have mixed 2D animation with live-action video to explain the features of the product.