IT WAS NEVER ABOUT CARS
LOOK MOM I DID A THING!
IT WAS ABOUT EMOTION, CULTURE & COMMUNITY
Sirène by OONOO: Dollar Safety Club
16. Juli 2025
Written by: Mathis Maass
Safety shouldn't be luxury
For the official launch of Sirène, OONOO’s safety-focused location-sharing device, we teamed up to build a high-output, real-life content production campaign rooted in trust, routine, and relatability. What started as “just an explainer video” quickly expanded:
One explainer film, three storytelling Reels and a full series of vox pop interviews.
All shot over three fast-paced days in Hamburg, mostly after dark, because that’s when the product matters most.
Night Shoot at the Subway
As darkness fell, we headed to a train station to film our three real-life scenarios. Think: Walking home after a night out, taking the last subway, catching up with friends late...
Each scene showed how Sirène works,just press the button, share your location, and give your contacts peace of mind.
Casting Through Instagram (Would Not Recommend)
The brief was simple: make safety content feel real. No actors, no ad-gloss. Just everyday people and everyday moments. So, we cast directly through Instagram. Bold move.
Within hours, we had over 300 DMs. A mixed blessing…genuine people, tons of diversity, and a tsunami of voice notes to sift through. We eventually built a strong, diverse cast of non-actors who brought the product to life with natural presence.
Safety shouldn't be luxury
For the official launch of Sirène, OONOO’s safety-focused location-sharing device, we teamed up to build a high-output, real-life content production campaign rooted in trust, routine, and relatability. What started as “just an explainer video” quickly expanded:
One explainer film, three storytelling Reels and a full series of vox pop interviews.
All shot over three fast-paced days in Hamburg, mostly after dark, because that’s when the product matters most.
Night Shoot at the Subway
As darkness fell, we headed to a train station to film our three real-life scenarios. Think: Walking home after a night out, taking the last subway, catching up with friends late...
Each scene showed how Sirène works,just press the button, share your location, and give your contacts peace of mind.
Casting Through Instagram (Would Not Recommend)
The brief was simple: make safety content feel real. No actors, no ad-gloss. Just everyday people and everyday moments. So, we cast directly through Instagram. Bold move.
Within hours, we had over 300 DMs. A mixed blessing…genuine people, tons of diversity, and a tsunami of voice notes to sift through. We eventually built a strong, diverse cast of non-actors who brought the product to life with natural presence.
Founder, product, and purpose
We kicked off with the explainer video, featuring Sirène founder Caroline Lilloer and filmed right in our studio. No scripts. No teleprompters. Just one take and spontaneous ideas.
Caroline nailed her lines, and we got the clean, approachable tone we were after. Minimal setup, no artificial gloss, just founder, product, and purpose.
Best part? We wrapped on time. WTF.
The next morning started with a cappuccino at the local farmers market (as everyday should).
Since Sirene’s story lives in low-light and real-life environments, we couldn’t roll cameras until sunset.
In the meantime, we filmed vox pop interviews, asking strangers how safe they feel walking home at night, and whether a discreet personal safety device would help. Turns out, the answer is yes. Often.
Founder, product, and purpose
We kicked off with the explainer video, featuring Sirène founder Caroline Lilloer and filmed right in our studio. No scripts. No teleprompters. Just one take and spontaneous ideas.
Caroline nailed her lines, and we got the clean, approachable tone we were after. Minimal setup, no artificial gloss, just founder, product, and purpose.
Best part? We wrapped on time. WTF.
The next morning started with a cappuccino at the local farmers market (as everyday should).
Since Sirene’s story lives in low-light and real-life environments, we couldn’t roll cameras until sunset.
In the meantime, we filmed vox pop interviews, asking strangers how safe they feel walking home at night, and whether a discreet personal safety device would help. Turns out, the answer is yes. Often.
Handheld camera, no lighting truck, no fluff. Just relatable social content with a personal, grounded feel. These are the kinds of moments people experience every day. The goal was for viewers to say, “Hey, that’s literally me.” Between scenes, we shot more street interviews, asking people about urban safety, public space, and whether they’d carry a device like Sirene. Their answers gave us real texture, human insights, and weeks' worth of Instagram Shorts.
All of it. Explainer, Reels, vox pops, was wrapped in three days, powered by a two-person crew and one guiding idea:
Make safety feel less like a feature and more like part of your routine. Would we cast via Instagram again? Probably not.
Would we do a lean, real-life shoot like this again?
Absolutely.
