Your product launches, staged by Celesta.
The positioning is set, the media plan in place, the embargo running. What remains is the moment the product appears, the one the press photographs. We design and produce this unveiling: pyrotechnics, light drones, video mapping and special effects, in France and abroad.
- 1,000 shows produced
- Flights authorised by the DGAC
- Present in more than 20 countries
- We’ll get back to you within 48 hours
How a launch evening runs.
Here is the typical running order of a launch evening, and the moment we come 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 product appears in front of the room and the photographers. A flash of fire framing the reveal, a drone swarm drawing the product’s outline, mapping projected onto the object: we set it to the time-code.
21 h 00
Broadcasting
The images go out on social media, in the press and in your campaigns.
The timings are provided for guidance only: the schedule will be tailored to your programme, venue and embargo restrictions.
The marketing plan and the moment of the reveal.
Market research, positioning, media plan, press release, influencers: these belong to your teams. We come in at the moment the product appears.
- Market research
- Positioning
- Media plan
- Press release
- Influencers
- Pre-order
- Landing page
- Indicators
The reveal
A flash of fire around the object, a drone swarm drawing its outline or mapping projected onto the product, set to your sound identity.
The photo angles
We work out the camera angles during the location survey, together with your photographers and filming crews, so that the images from the unveiling can then be used in your press relations and campaigns.
Confidentiality
We prepare your launch in strict confidence: the equipment leaves our ICPE-licensed storage facility, rehearsals are carried out without the product, and the name of the new product does not appear in any technical document.
Pyrotechnics, drones and multimedia.
Depending on your venue and the scale of the event, we use one discipline or combine them. They are designed, produced and run in-house: your brand has one point of contact and one contract.
I
Pyrotechnics
Whether a subtle flash of fire to frame the reveal of a bottle or a large fireworks display to mark the launch of a new vehicle, each display is set to your sound identity.
II
Light drones
A swarm of 200 to more than 2,000 drones draws your house’s logo, the outline of your new product or the name of your collection. Silent and with a small footprint, it suits heritage venues as well as urban launches.
III
Multimedia and special effects
Video mapping on the product or the architecture, lasers, cold sparks, flames and sound, written on one running order to produce images picked up by the press and influencers.
Six ways to showcase a product.
Six set-ups, built from your venue and your product.
Pyrotechnics and large-scale displays
Displays synchronised to your soundtrack, from a façade display to a large fireworks show.
Drone light show
Logos and product outlines drawn in flight, silently, for urban launches and noise-sensitive sites.
Multimedia and special effects
Mapping, lasers, flames and sound, indoors and outdoors.
Monumental video mapping
Projection on a façade or a building, with a film written to its geometry.
Sound and Light Show
Musical spatialisation and architectural lighting, to set the story before the reveal.
The finale
The last scene of the evening, set to the time-code and designed for the photographers.
Six stages up to the reveal.
Allow three to six months between the first discussion and the reveal, longer for a large drone flight requiring authorisation. We keep confidentiality at every stage.
01
Scoping
We start from your positioning, your embargo constraints and your press relations goals.
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
Technical preparation
Supply of equipment and secure preparation from our ICPE-classified depot, under confidentiality.
04
Programming
Each effect set to your soundtrack, then tests to adjust the viewing angles for your photographers and film crews.
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
Technical review, and help using your footage in your campaigns.
Authorisations and confidentiality.
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
In-house production, one point of contact.
Celesta designs, produces and runs its shows in-house. For your launch, you deal with a single point of contact, who answers for the whole operation, with no chain of subcontractors.
Brands and communication departments
We work with brands and communication departments, and we know their constraints on timing, image and confidentiality.
Public safety and listed venues
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.
A set-up written for each product
We write each set-up based on the product, its size and the venue.
Preparing the reveal of your product.
Tell us the venue, the date and the audience size: we come back to you within 48 hours, under a confidentiality agreement if you wish.
Your questions about product launches.
How do you organise a product launch?
We separate a launch into two parts. 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. We build the entire scenography to lead up to this moment and make it photogenic.
How can you showcase a product in an original way?
Three families of effects are combined depending on the product and the venue. A pyrotechnic flash frames the appearance of a small object. A drone swarm draws the outline of a product or the name of a collection, outdoors. Video mapping is projected onto the object or the façade.
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 allow three to six months, longer for a large drone flight requiring DGAC authorisation. Setting to the soundtrack and rehearsals take up the last days.
Will the images be suitable for use by the press?
Yes. The camera angles are worked out during the site survey with your photographers and film crews, and we help you after the event to use the images in your campaigns.
Do you work with our event agency?
Yes, often. Celesta produces the unveiling show: we work either directly for the brand or alongside the agency running the evening. In both cases, the design, production and control of the reveal stay 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.