M-Audio launch the Forty Series

To celebrate the release of M-Audio's new Forty Series they needed an advert and photography that captured the essence of todays music makers and content creators. 

Electric Light Studios were tasked with finding the right talent to fit the ad and how to squeeze it all under 90 seconds.

Director and photographer Dan Massie notes “The challenge with this one, in addition to the hugely ambitious two week turnaround was making our own studios look legit with six locations and nine artists across a two day shoot.. The integrity of musicians was key here too, with all of our cast having a credible skill rather than just looking the part. 

The music from producer Harry Coade was absolutely key which evolved up until delivery day, we had sketches and tempos for the shoot day which everyone then contributed to with live audio.. The evolution of the soundbed happened alongside the edit which meant we were very flexible in matching the best audio and visuals for the job.”