Product launch service provider
Product launch: Celesta scored the second movement of the premiere.
The positioning has been finalised, the media plan is in place, and the embargo is in effect. All that remains is the moment when the product is revealed – the only moment the press will capture on camera. Celesta designs and produces this unveiling: pyrotechnics, light drones, video mapping and special effects, both in France and internationally.
- 500 performances staged
- DGAC-approved
- Operating in 15 countries
- We’ll get back to you within 48 hours
The sequence of events
A launch party is taking place in a second.
Two hours of storytelling, followed by the moment when the product is unveiled. This is how a launch event is organised, and exactly where Celesta comes in.
19 h 00
The press reception
Cocktails, photo opportunities, initial conversations. Journalists and guests are finding their feet; the product remains under wraps.
19 h 45
Speeches
Senior management, product management, and sometimes a brand ambassador. The story begins to take shape and anticipation builds.
20 h 30
The unveiling
The moment the whole room has been waiting for, and the only one that will be photographed. A blaze of light framing the reveal, a swarm of drones tracing the product’s silhouette, projection mapping onto the object: Celesta captures it down to the millisecond.
21 h 00
Broadcasting
The images are being shared on social media, in the press and in your campaigns. The launch is continuing without you.
The timings are provided for guidance only: the schedule will be tailored to your programme, venue and embargo restrictions.
The difference
The launch plan covers everything. Except for that one second.
Market research, positioning, media plans, press releases, influencers: launch guides all cover the same points, and rightly so. None of them describe what the moment the product appears actually looks like. Yet that is the only moment the press will capture on camera.
- Market research
- Positioning
- Media plan
- Press release
- Influencers
- Pre-order
- Landing page
- Indicators
The moment of the unveiling
A picture, not a speech
A subtle burst of light to frame the appearance of a bottle, a swarm of drones sculpting the product’s silhouette, a projection mapped onto the object itself. Every shot is precisely tailored to your brand’s sound identity, designed to enhance the product without ever overshadowing it.
What the press reports
The Image of the Next Day
The camera angles are decided during the location survey, together with your photographers and filming crews. The images from the unveiling will be used in your press relations and campaigns long after the event.
Before the big day
The embargo upheld
A launch is being prepared in strict confidence. The equipment is being dispatched from our licensed storage facility, rehearsals are being carried out without the product, and the name of the new product does not appear in any technical documents.
Three areas of expertise
Three flexible areas of expertise to orchestrate your revelation.
Depending on the layout of your venue and the scale of your event, Celesta deploys or combines three areas of expertise. These are designed, produced and subject to in-house production control: your brand deals with just one point of contact and has just one contract.
I
Top-class pyrotechnics
Whether it’s a subtle burst of light to frame the unveiling of a bottle or a monumental fireworks display to mark the launch of a new vehicle, every display is tailored to your brand’s sound identity. A dazzling climax, designed to enhance the product without ever overshadowing it.
II
Light drone show choreographies
A swarm comprising dozens or hundreds of drones takes to the sky to project your company’s logo, the silhouette of your new product or the name of your collection against the night sky. Silent and with a low environmental footprint, this technology is equally suited to heritage sites and urban launch events.
III
Multimedia and special effects
The space becomes an immersive canvas. Video mapping projected onto the product or the architecture, laser displays, cold sparks, flames and sound design merge to create a sensory narrative. A fusion of technologies designed to produce images ready to be shared by the press and influencers.
Technical solutions
Six ways to showcase a product.
High-tech precision at the service of emotion. Celesta supports the launch of your new collections with meticulously planned scenographies, tailored to your venue and your product.
Pyrotechnics and large-scale displays
High-precision pyrotechnics: synchronised displays where every ignition is orchestrated to showcase your innovation. The art of fire working to enhance your brand image, for an immediate and safe visual impact.
Drone light show
The sky becomes a showcase. Our drones precisely trace your logos and the outlines of your products. A silent, low-impact display, ideal for urban launches and noise-sensitive locations.
Multimedia and special effects
Mapping, lasers, flames and sound design come together to create a sensory narrative. Special effects tailor-made to highlight every detail of your product, both indoors and outdoors.
Monumental video mapping
Architecture becomes a living screen. Projection mapping transforms spaces and showcases your products on a grand scale. 3D technology and storytelling combine to give your launch a spectacular dimension.
Sound and Light Show
Precise musical spatialisation and architectural contrasts: each atmosphere is sculpted to reflect your identity. An immersive setting that establishes the narrative before the reveal.
The finale
The climax is the moment when innovation leaves a lasting impression. Precision timing, visual impact and restraint come together to bring your event to a crisp conclusion, one that both guests and the media will take away with them.
Production
From the creative brief media coverage.
Allow six to twelve weeks between the initial discussion and the unveiling; allow longer for a large-scale drone operation requiring authorisation. Confidentiality is maintained at every stage.
01
Brand positioning and brand DNA
Immersing ourselves in your world. We familiarise ourselves with your brand platform, the positioning of the new product, your embargo requirements and your press relations objectives.
02
Artistic direction and scenography
Design of the visual layout, selection of effects, technical location scouting for venues, iconic shops, monuments or unusual sites, and 3D modelling for approval by your marketing departments.
03
Engineering and confidentiality
Supply of equipment and secure preparation from our licensed storage facility, whilst ensuring the confidentiality required for your launch.
04
Orchestration and timecode
Millisecond-precise timing and synchronisation of every effect on your soundtrack. These tests ensure the correct camera angles for your photographers and filmmakers.
05
The unveiling – D-Day
Our technical team manages the live show, working in coordination with your event agency, your production teams and the security services.
06
Review and expansion
A technical debrief following the event and support to help you make the most of your filming in your future communication campaigns.
Compliance
A lovely unveiling is First of all, a reliable unveiling.
Our in-house teams hold the required qualification certificate for Category F4 fireworks and theatrical pyrotechnic articles, in accordance with Decree No. 2010-455 of 4 May 2010. All our aerial operations comply with the specific category set out in European Regulation 2019/947, with authorisation from the DGAC. Added to this is a requirement specific to the launch: confidentiality. Public safety, the protection of listed sites and the discretion required for the installations – our teams anticipate these requirements during the site survey.
- F4-certified pyrotechnicians
- Drones: DGAC authorisation
- ICPE-licensed storage facility
- Embargo in place until D-Day
Why Celesta?
What your brand he confides to Celesta.
Celesta designs, produces and handles its shows in-house for production control. For a launch, this means a single point of contact, a single operational responsibility and no chain of subcontractors, so there is no possibility of information leaking out.
A culture of high standards
With extensive experience of working with leading brands and communications departments, our teams have a thorough understanding of what defines a premium brand. We guarantee a polished execution that meets the high standards of your industry.
Managing high-stakes environments
Public safety, protection of listed buildings, and the discretion of facilities: our experience of major events enables us to anticipate technical constraints well in advance of the big day.
Bespoke as the only standard
Your product is unique, and so should its launch be. We steer clear of off-the-shelf formats: the visual narrative we craft is yours, designed to showcase your innovation.
Let’s talk about it
Ready to enhance Your innovation?
Let’s discuss your ambitions and work together to design the package that will make your next launch a landmark event. Tell us the venue, date and capacity, and we’ll get back to you within 48 hours – under a confidentiality agreement if you wish.
Frequently Asked Questions
What marketing departments ask first.
How do you organise a product launch?
The launch takes place on two fronts. The first is marketing: positioning, media plan, press release, influencers, key performance indicators. This is the responsibility of your teams or your agency. The second is the stage show: the evening event, the narrative and, above all, the moment of the unveiling. This is what Celesta produces.
What are the stages involved in organising a launch party?
Four stages: welcoming the press and guests, speeches, the unveiling, followed by the release of the images. The product remains hidden until the third stage. The entire scenography is structured to build up to this moment and ensure it is photogenic.
How can you showcase a product in an original way?
Three types of effects are combined depending on the product and the venue. A pyrotechnic display frames the appearance of a small object. A swarm of drones traces the outline of a product or the name of a collection, outdoors. Video mapping projected onto the object or the façade transforms the space itself into a showcase.
Can a product be unveiled indoors, in a shop?
Yes. Cold sparks, thick fog, stage flames, lasers and confetti are designed for use in enclosed spaces, in accordance with fire safety regulations. Our teams carry out a site survey in advance, including at listed buildings or shops.
How is the confidentiality of the launch maintained?
The equipment is dispatched from our licensed storage facility; testing is carried out without the product itself, and the name of the new product does not appear in any technical documentation. We will sign a confidentiality agreement from the very first point of contact, should you wish.
How long does it take to organise a launch?
Generally speaking, allow six to twelve weeks; it may take longer for a large-scale drone flight requiring authorisation from the DGAC. The final few days are spent synchronising with the soundtrack and rehearsing.
Will the images be suitable for use by the press?
This is a design choice, not a coincidence. The camera angles are worked out during the site survey with your photographers and filming crews, and we’ll support you after the event to help you use the images in your campaigns.
Do you work with our event agency?
Yes, it’s actually quite common. Celesta is an event provider, not an agency: we work either directly for the brand or alongside the agency organising the event. In both cases, the design, production control and unveiling management remain in-house.
Does Celesta operate outside France?
Yes. Our teams travel throughout Europe, the Middle East and Asia. The licensed storage facility in Aigremont enables them to manage their own logistics.