Following our collaboration on the Nikon campaign, Joyce Charat invited me to produce the launch of Profoto's newest Softbox lighting system. With only two weeks to prepare, we assembled an eight-person team and transformed a studio at Hype Studios into a space where experimentation and creativity could thrive. While the crew focused on testing the new lighting technology, I managed the production behind the scenes—coordinating schedules, vendors, logistics, contracts, and communication to ensure everything came together smoothly from concept through final delivery.