​Lox-what?! Never heard of it!

A simple idea with a big impact: The concept from the Austrian agency KISKA practically explains itself.  As soon as the name “Loxone” is mentioned, the reaction is almost automatic: “Lox-what?”

In classic, almost cliché scenarios where you think you already know how they’ll end, it’s precisely this reaction that creates a comedic twist, one that director Matt Smukler captures perfectly with his knack for humorous and relatable storytelling.

DoP Julian Hohndorf translates the director’s vision into a clear, cinematic visual language and, together with striking locations, lends the films their visual grandeur. Produced by SOUP, a total of six films were created for the Austrian company Loxone. Shaped by close collaboration on equal footing and a shared creative vision, they were shot over three days in Toronto, Canada.

The result is a campaign that advertises complex technology without explaining or showing it. Relying instead on humor, strong characters, and good storytelling is a bold move but sure will attract a lot of attention.

At SOUP, they believe especially in today’s rapidly evolving industry, in long-term partnerships with creative talent and great directors. SOUP and Smukler share a long-standing collaboration that extends far beyond this project. For over two decades, they have represented him exclusively and have continued to grow together, both creatively and personally.

Smukler is currently working on a new feature film project starring Orlando Bloom and Priyanka Chopra Jonas.