Rebuilding a beginner range into one worth aspiring to

Positioned as a Launchpad, not the end

Made to Express ⊹ Novation ⊹ 2020

Launchpad's peak was the 2010s light-show era, not producing with it. Since then, the whole entry-level range had drifted into "cheap controller" territory: gear for people starting, not gear for people going somewhere. Led production, artist relations, and brand partnerships to pull the entire beginner line back toward the talent it was actually built for. Four talented, emerging artists from Jazz, Hyperpop, Rap and Electronic, four visual collaborators, one immersive audiovisual space: Ikonika, Lord Apex, Ashley Henry, Hannah Diamond — proving the gear that gets you started can also get you somewhere real, and the light show, while exciting on your MIDI controller, can become a real stage with real fans.

The out-of-home campaign rewrote the UK government's mocked "reskill" ads, asking creatives to retrain in cybersecurity line for line: "Rethink. Reskill. Reboot." became "Remix. Recreate. Re-emerge."

The campaign, including press, organic, and digital, captured over 12M eyes and rebooted the products for a more premium positioning.