Alesis launches the Nitro Pro

A new electronic drum kit launches with two very specific target demographics. Dads wanting to reignite their passion for music and aspiring young folks that are starting out on their musician journeys. 

The challenge was making something that appeals to two very different demographics and for both US and European markets. 

Director and photographer Dan Massie at Electric Light Studios says “I loved making this ad, one reason being I was firmly in the crosshairs of the target demo. Arguably the two most crucial elements were the casting and the soundbed, scouring the land for the right group of musicians to pull this off. Once we had these elements in place, making something cinematic and pleasing on the eye was the next in line.” 

The output was multiple cuts for socials, a more product focused video and all the campaign photography.