Client: Native Instruments
Creative Lead: Alastair Oloo
Producer: Zack Ferriday
Designers: Marc Jakubowski, Kristina Fritsche, Maik Siemer
Copy: Zack Ferriday
Young Phantom & Deft Lines
Stacks & Burnt Hues
Artwork
Collaborating with the brilliant illustrator David Oku, we settled on an eclectic visual world based around the kind of taco truck you see parked up on west coast street corners, only here selling beats!
Motion design by Roy Hamilton-Sturdy
Massive X Expansions
Artwork: Glare
I worked with our in-house designers to produce a visual style for each product that takes cues from the genre's style – maintaining relevance for those in the know, but with a broader global appeal.
A double release inspired by the sound of UK drill.
West-coast hip hop flavour.
Artwork
Activation
Working with YouTuber and Twitch streamer Walkz (ProdbyWalkz), we brought this release to a new audience of young producers sharing their ideas and sounds via Twitch and Discord.
Video produced in London with Sam Lax.
Activation
I printed 100 limited-edition tapes containing samples and loops from the instrument and sample pack, and distributed these to independent record stores in London, Berlin, Tokyo, Mexico City, LA, and New York. These were then hidden among the record stacks in each shop, and whoever found the tape received a free copy of the product...
A series of sound packs for NI's flagship synth
Sound design: Tenebre
Native Instruments' Expansions series are sound packs that cover the entire gamut of genres – from UK drill to EBM, lo-fi hip hop to spacey dub.
The following are a selected few from a number of these releases on which I worked with talented designers and musicians to create exciting campaigns for these small, fun releases.
Expansions