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Creative in association withLittle Black Book
Lorde-Backed Music Platform Launches With 16mm Film Series From Daylight, Supernormal
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20/07/2026
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Exclusive: “Lume always puts the music and its artists first, and so did we,” Daylight ECD Charlie Godinet told LBB’s Tom Loudon, while director Sam Templeton explained why the films needed to feel like “a human had touched them”
To launch global music platform Lume, independent agency Daylight and <a href="https://cinemamix360.com/website_97b25373/2026/07/20/avid-pro-tools-review-a-top-tier-audio-production-suite-for-full/” title=”Avid Pro Tools Review: A Top-Tier Audio Production Suite for Full”>production partner Supernormal created a campaign to transport audiences into the worlds of incredible albums, exploring their meaning and artistic process.
Lume is a new global music platform that transforms albums into immersive digital experiences — the brainchild of Kiwis Duncan Greive, Tim Harper, Justin Warren, and Sacha Judd, with investors including global superstar Lorde.
Combining music with immersive digital experiences, exclusive audio, video, photography, artwork and behind-the-scenes content, the platform’s mission is to explore ‘The World of an Album’.
Daylight executive creative director, Charlie Godinet, told LBB the launch campaign needed to be “the filmic expression of this idea,” and noted Supernormal’s “passion for culture and craft were the perfect fit for this project.”
“Lume always puts the music and its artists first, and so did we,” Charlie explained.
The result is a series of spots featuring Kiwi music icons Julia Deans (Fur Patrol) and Tiki Taane, as well as emerging artist and recent Taite Music Award winner, Geneva AM.
“We were lucky enough to have access to every track from these albums,” Charlie continued. “The hardest part was choosing just one. In the end we landed on tracks that built in progression and felt almost experimental in nature.
“This added to the feeling of being in the recording studio with them.”
Directed by Sam Templeton, the platform’s launch project was shot entirely on 16mm film, with a range of in-camera effects like rear projection that immersed the artists in theiry look; and dynamic lighting shifts which guide the viewer through the album’s creation process
Sam told LBB the series of films needed to look and feel like “a human had touched them”: richly textured, naturally organic, and layered with imperfections.
“This was about presenting an artist and their work to the world in an intimate way, and shooting on film reinforces that feeling,” Sam said. “It’s not often you get the chance to [shoot this way], but as a collective we felt it was an important aesthetic decision.
“The main challenge you face with 16mm is you can’t just keep shooting and shooting – every frame has to be considered. There’s also a short delay in post but this gave us time to explore the edits from a sound and graphics perspective first, then once the footage arrived our editor, Archie [Porter], was able to work faster knowing he had a rough timeline already established.”
Sam added the choice of music, and the sound design as a whole, all contributed to give viewers a “look behind the creative curtain”.
“Among the arrangements, we injected lyrics from other songs, audio fragments we recorded throughout the shoot, and voice notes from the artists themselves,” he said.
“The layering of these elements dictated the visual progression of the films. Throughout the edits, we move from silhouettes to coloured studio environments, to well-lit portraits. Our interpretation of the album-making process. The seed of an idea through to a fully realised body of work.”
All of this worked to support the on-set photography, bespoke track arrangements, and original artist content.
“Trust is essential in this style of work,” Charlie explained. “But the success of this campaign came down to the simple fact that we’re all massive music fans. Every decision we made had to serve the music and the artists. That creative lens unified us all.”
Each film has been launched collaboratively with the artists across their channels, celebrating the launch with their communities and fans. The platform went live with its first wave of artists and bands, including Bic Runga, Fur Patrol, Tiki Taane, Fazerdaze, Geneva AM, Troy Kingi, Dick Move, Die! Die! Die!, Theia, Erny Belle, with many more, including Lorde, to follow.
Lume co-founder and head of artist relations, Justin Warren, called this first slate a “truly incredible” archive of material.
“Everything from historically important unreleased live sets, to the voice notes where iconic New Zealand songs first began, to diary pages or exciting cover versions.”
His co-founder, Duncan Greive, described Lume as a music app made specifically for albums.
“Not songs, algorithms, AI music, and playlists,” he wrote on Linkedin. “Think of it like a digital box set: demos, live tracks, archive photos, alternate artwork and so much more, all on the artist’s terms. All wrapped around albums.”
Crucially, he added, the model “properly compensates artists and rights holders” for their work, giving fans something different from social and streaming, while reviving the concept of ownership.
Supernormal managing director Matt McKenzie told LBB the production was “super proud” to be behind a Kiwi startup “taking on the global music industry.”
“Not only that, but the opportunity to tell the stories behind these powerful albums; Tiki Taane, Julia Deans, and Geneva AM,” Matt said, calling it a “dream job”.
“It truly felt like everyone was on the same page, pushing each other at every step of the way. All credit to the team at Lume, Daylight, and the artists for their belief in the project.”
Creative in association withLittle Black Book
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