Beeble AI doubles signups with SwitchLight 2.0 launch

“After Grammatik launched our SwitchLight 2.0 campaign, we saw our app signups double. Their work positioned us perfectly with both pros and industry press.”

Hoon Kim, CEO at Beeble AI

The client

Beeble AI is a browser-based tool designed to streamline relighting workflows for VFX artists and filmmakers. They use AI to transform flat greenscreen plates into depth-aware, relightable elements, saving production time and resources without sacrificing quality.

Beeble needed a partner to launch its newest AI model, SwitchLight 2.0, and support overall marketing and communications efforts.

Beeble AI SwitchLight 2.0 case study - hero image

SwitchLight 2.0 Maps Beeble Grammatik Agency

The brief

SwitchLight 2.0 marked Beeble’s most significant update yet, trained on 13 times more data and powered by a model 10 times larger than its predecessor. The release introduced pixel-perfect maps for every element, with improved accuracy and a deeper understanding of entire scenes.

It was crucial that the launch not only captured the attention of new users in a crowded AI landscape but also re-engaged Beeble’s existing community of creators. The goal was to position SwitchLight 2.0 as a major leap forward in relighting technology and establish Beeble as a leader in the creative AI space.

The strategy

Following a thorough onboarding period in June, we developed a launch plan that integrated targeted PR with owned and earned content. This included:

Strategic messaging tools, including buyer persona analysis and a competitor matrix, to sharpen positioning.
Press release distribution with tailored pitches for trade press, prosumer outlets, and AI-focused media.
Website content updates, email marketing to existing users, and social media campaigns across pre-, during, and post-launch stages.
Thought leadership pitching, case study creation with Beeble’s users (Boxel Studios, Bad Beetle Entertainment, Joshua M Kerr), and event planning – including a confirmed Birds of a Feather talk at SIGGRAPH.