Buffer++ Launch Video

The Buffer++ is a deliberately utilitarian pedal, and the kind of product that’s hard to sell on specs alone. The goal was to launch it in a way that felt playful, memorable, and unmistakably Empress: functioning first as a brand moment and second as a product pitch.

I led the project end-to-end, developing the concept, writing the script, storyboarding, directing the shoot, and performing both the opening on-camera appearance and all voiceover. I also designed the full set and props, including mechanical dropdown signs and custom LED desk lamps, with several practical effects built from scratch — including a breadboard-controlled lighting system created specifically for the shoot.

At the time of production, Empress had no formal brand guide and had just brought on a second creative team member. To establish a shared visual and tonal language quickly, I structured the piece as an homage to a scene from The Life Aquatic with Steve Zissou. Using a common reference point allowed us to make fast, confident decisions on framing, pacing, colour, and performance — with a simple litmus test: does this feel like Wes Anderson? If not, it didn’t make the cut.

The production was intentionally lean. The team consisted of just two people (myself and a camera operator/editor), working with a modest prop budget (~$2,000) and a compressed timeline. While the project spanned three months from planning to release, the full build, shoot, and delivery happened within roughly two weeks once materials arrived.

The final video reframed a “boring” utility pedal as something curious and human. It surpassed 40,000 views, sparked industry conversation, and drew attention from competing companies — including internal discussions about whether the video was AI-generated and whether the approach should be copied. Internally, it also coincided with a noticeable increase in inbound interest from other companies.