Audio-Technica Product Marketing

Over the course of a few years, my teams worked with Audio-Technica to develop content to promote their products to a few key market segments. Traditionally, Audio-Technica has been a producer of professional audio equipment and accessories but recently expanded its offerings to everyday consumers across the board to compete with the likes of Bose, Beats and Sony.

Active Noise Cancelling Headphones

To generate awareness around Audio-Technica’s QuietPoint active noise cancelling headphone models, they wanted to target frequent travelers, students and office workers who needed to concentrate in a loud environment. They also recognized a secondary group interested in active noise cancelling because it enhances the quality of music and allows you to listen at lower volumes.

The active noise cancelling technology of the Audio-Technica QuietPoint headphones is so impressive, it’s as if the noisiest things in the world were redesigned to produce no sound at all. For this execution that ran on TV and social channels, we reengineer those stereotypically noisy things—jackhammers, lawnmowers, air planes—to be the silent versions of themselves.

Project Management: Chris Bowerbank

Production Company: Revolution Pictures

Executive Producer: Randy Brewer

Director: Jeff Venable

Producer: Laura Gay

High Definition Product Video

To target audio professionals and companies, Audio-Technica wanted to display their leading products and their components through video. Using extreme high-definition cameras, we were able to break down products into their finest functional components highlighting the importance and craftsmanship behind each model.

This example below show real footage of the Audio-Technica AT5040, an impressive microphone, both in terms of its innovative design and its gloriously smooth and detailed sound character.

Project Management: Chris Bowerbank

Production: DVI Group