The Profoto A1 is the world’s smallest studio light and the latest innovation from the famous yet virtually unknown brand, Profoto. In order to build the Profoto brand beyond the confined world of professional photography and boost sales at launch, 90 influential photographers were brought to Stockholm to face off with MMA fighters, circus freaks, dancers, and newlyweds. Using only their cameras and the A1, the photographers were able to achieve impressive results, including a social media reach of 6.8 million, interactions of over 160,000, a Facebook livestream reach of 162,000, and a website traffic increase of 524%. These efforts paid off, as the product sold out within 24 hours and reached 33% of its sales target within one month. The A1 is now the best-selling of all Profoto products.