About WATT-IF
Built for the gap between the lighting idea and the practical plan.
WATT-IF is not a replacement for a gaffer, a meter, or an electrical plan. It is a way to arrive at that conversation with a clearer starting point.
The creator
Joshiua Cole
Joshiua Cole is a Creative Director and filmmaker. WATT-IF grew from a familiar production problem: talented crews lose real time rebuilding an idea that could have been pressure-tested before the truck doors open.
His work spans high-volume content systems, broadcast production, cinematic pre-production, and the practical handoff from concept to crew. WATT-IF keeps the product claim grounded: capture the real room, test a lighting plan, and take a better question to the people who make the final call.