CREATIVEWERKS

The mission: create buzz about a new line of professional studio monitors and entice industry influencers to have a peek at the product. ADAM Audio—based in Berlin, Germany—came to Creativewerks in California based on the work they had done naming, branding and introducing the EON line of speakers for JBL Audio in the 1990s. Once again, we had a hard deadline—the National Association of Music Manufacturers' show in Anaheim—and only shop drawings of the under-wraps product to work with. In less than two months, we had crafted a pitch, identified our target audience pressure points and designed a look, feel and attitude. We launched with print and digital advertising in both European and US markets, just as the ADAM S Series was introduced in the back rooms at the NAMM show and demoed to the industry movers and shakers at Village Studios in Santa Monica.