Slite targets content creators in debut brand campaign ‘Create Brighter Content’

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Slite is an award-winning light made for content creators, by Australian content creators, that launched to the public on 1st June, 2023. The company has launched its debut campaign ‘Create Brighter Content’, highlighting just how easy it is for creators of all persuasions to, well, create brighter content using Slite.


Robbie Coleman, co-founder and CEO of Slite, is a musician, moustached creative and writer for mastheads including the New York Times. Slite was designed because Coleman – and co-founders and creators in their own right, Alex Smith and Myles Munro – were intimidated by pro lighting gear. If they were intimidated, then surely other content creators were too. So they set out to create Slite – an easy-to-use, high-performance LED panel, whose ultra portable form factor won Best In Class (Consumer Electronics) at Good Design Awards.

Says Coleman: “Five years ago, we set out to make the GoPro of lighting. We never dreamed that, after only a fortnight of being live, 1100 creators would be using Slite to bring their bright ideas to life. Essentially, helping them ‘Create Brighter Content’.”

That sentiment ‘Create Brighter Content’ became the brief to Cremorne-based production house, Betty Wants In. Together, they created a content series showing off Slite’s distinct attributes and ease-of-use for creators of all persuasions. Photographers, streamers, gamers, TikTok dance heroes.

Self-funding Slite for four years, the team didn’t want to become another failed startup statistic, before even releasing their product. Last October, Coleman flew to Las Vegas to speak at a conference with the creator of Litecoin, Charlie Lee. While eating cookies together Coleman pulled out Slite and asked Lee to take a look. Friends since 2017, it wasn’t a ‘pitch’; but the result was fortuitous.

Slite targets content creators in debut brand campaign ‘Create Brighter Content’

Says Lee: “Robbie showed me Slite and I immediately got it. Content creators aren’t going anywhere, and what they (Slite) have done is make it accessible. Slite is a tool for the digital world. Streamers, gamers, social media influencers can use it to better their content; help commercialize it, even.”

With Lee’s backing and the release of the ‘Create Brighter Content’ campaign, the Aussie startup is hoping for a bright launch of their product.

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Production: Betty Wants In
Director: Michael Mouritz
DOP: Chas Mackinnon
Creative / ‘Client’: R. F. Coleman
Edit: Oliveri Post-Production
Runner: Edmund K. Coleman
Prop / Art: Jemimah Gray
Talent: Aisha (dancer), Lynda (gamer), Alex (creator), Alicia (chef)