Kawai
For almost a century, Kawai has been synonymous with the art of piano craft. It’s become a household name, revered by musicians all over the globe. But in today's rapidly evolving cultural landscape, heritage alone isn't enough. Despite it’s influence on our everyday lives, the piano has an image problem. It’s considered elitist. Intimidating. A high-brow tool for the select few, confined to concert halls, formal recitals, and found beneath the hands of celebrities, perfectionists, and child prodigies.
As a brand built on precision, quality, and a deep reverence for music, Kawai wanted to change that. But how does a legacy brand of nearly one hundred years change this perception for a new audience? You remind music fans all over the world that the piano is an essential part of the human experience.
Introducing, “Instrumental to Life” – a new global creative platform redefining this classic instrument for the modern world.
Role: Creative Lead
Our launch film directed by Gabriel Gasparinatos told three different stories of everyday people embracing the unique power of playing. From the creative powerhouse igniting a party with friends, to the teenager smashing the keys despite disapproval, to the elderly player finding solace in his memories.
The original score was specially composed by renowned musician Elliott Wheeler, celebrated for his expansive collaborations with legendary filmmaker Baz Luhrmann, including the blockbuster biopic Elvis.
Each tale features bespoke music to highlight the kaleidoscope of feelings that only a piano can bring.
In an industry first, we crafted print assets that could be played.
A unique musical score was composed, seamlessly integrating our headlines into sheet music – an approach that allows the campaign to transcend mediums, inviting musicians experience the design audibly and visually.
We worked with photographer Juliet Taylor in order to blend contemporary imagery with the timeless design of music notation.