Play Now
For the Yamaha "Play On" campaign, our goal was to move away from "factual" content and instead visualize the internal inspiration and emotional journey of a beginner's musical growth.
Our creative strategy for "Play Now" was to visualize the internal journey of growth in unique, non-factual ways. We focused on the "a-ha" moment by using a dramatic lighting and grade shift; by blacking out the surrounding set, we created a cinematic spotlight that captured the raw emotion of a musical breakthrough. Each video stands as a unique mini-narrative, painting a diverse picture of the joy found in music, regardless of skill level.
Every stage, from the initial creative concept to final post-production, was handled entirely in-house. Utilizing our in-house visual effects team and art department, we were able to maintain complete creative control while ensuring a cost-effective, high-quality commercial output. Our collaborative approach allowed us to bridge the gap between Yamaha’s brand drivers and a fresh, trend-led visual style.
To enter the imagination of our characters, we implemented a mix of digital and practical VFX, CGI, and specialized camera transitions. Whether it was furniture falling through the floor or using motion control to create a "timelapse clone" effect in a single room, our technical team used these tools to visualize the transformative power of music. The result is a series of kinetic, energetic scenes that are as immersive as they are eye-catching.
Authenticity was at the heart of this campaign, which is why we cast young musicians who could actually play their instruments. By featuring talented kids with genuine skills, we were able to capture the relatable emotions and "buzz" of personal growth in a way that feels true to the learner's experience. Each musical composition was written with the instrument, musical ability and cast member in mind, - ensured the campaign resonated deeply with a broad, global audience.
behind the scenes
Creative Development
Directors Treatment
Research & Ideation
Pre-visualisation
Resource Booking
Location Scouting
Casting & Licensing
Scheduling
Shoot Logistics
Crewing
Equipment Hire
Content Direction
Cinematography
Production Management
Assembly Edit
Colour Grade
Online / Mastering
Sound Design & Mix
VFX
Compositing
