"Weird by Design" for the whole campaign, not just the tagline

NI's most successful campaign in five years

Absynth 6 ⊹ Native Instruments ⊹ 2025

After being sunset, the myth around it had only gotten bigger — Absynth was a story people told about their first sound design. So when the tease started, the first reaction wasn't excitement. It was disbelief — forum threads calling it a hoax before NI had said a word.

Led the campaign end to end, which started with a growing tease campaign for the heads: first strategic placements in print, then press, then social. With Brian Eno, Richard Devine, and Kaitlyn Aurelia Smith on the presets; HAAi created a track for a series of visualisers which launched a new wave of interest on Reddit, Discord, and mystery tracks dropping on SoundCloud, adding to a month of hype. Visual artists collaborated with producers for a series of tease socials and follow-up content.

Once launched, personal and deep product storytelling throughout-including product explorations and AI philosophies. Original creator Brian Clevinger and Product Designer Hannah Lockwood made the perfect team, legend meeting new generation.

The result? 4x sales target — credibility first, budget second.