THE FLUTES lighting system was developed as technical, modular, textural, and musical lighting system. I worked with JUNIPER’s in-house industrial design team to create a musical narrative around the system, assigning 3 music theory modes - Dorian, Lydian, and Ionian - to the 3 distinct extrusions that make up the system. Under direction of the Creative Director and CEO, we developed a product launch campaign that creates a visual and audio environment around each extrusion. I created all visual assets, a unique musical theme per extrusion - each following the specific music mode it is named after - and worked with the marketing team to develop a deployment strategy across all channels.