CHALLENGE

Pro Tools is the industry standard DAW for producing today’s recorded music. And with Pro Tools Cloud Collaboration, professional studios around the world can connect with artists remotely to create new music. So when Avid decided to bring Cloud Collaboration to its Pro Tools | First software, they wanted to reach independent artists who would benefit from the powerful update to this free platform.

SOLUTION

Amplify developed a comprehensive launch campaign including a product video, all-new photography, social media posts, and a fresh approach to messaging the product on Avid.com. To strike a tone that would resonate with independent musicians, we partnered with indie folk artist Dan Mills to produce a video that illustrated the journey of a song from conception to home studios and into professional studios using Cloud Collaboration. We created authentic imagery that represented the real life of working musicians in Boston, MA and Brooklyn, NY. And we worked with Avid to re-design their Pro Tools | First webpage, including lifestyle imagery and refreshed messaging that spoke more directly to an indie-artist audience.