Educated guess -
The filament causes a lot more resistance. With a lot more resistance, you get a filament that runs hotter because of "wasted" energy in overcoming that resistance. When the filament gets hotter, it lets out more light.
If memory serves me, there are several ways to change the resistance value. Among them, changing the diameter of the filament, using a different material, etc etc.
Problem with more resistance is that more energy is used up, accounting for the limited runtime.
For a more detailed explanation, I yield the floor to Dr. Peter Hauk :)