Before anything else, Sonicware represents innovation. The goal of this ad was to encapsulate the the freedom and possibility that their new product, SmplTrek, presents to musicians. A friend once told me, “The most important aspect of choosing gear is whether or not it inspires you while you’re using it.” I wanted this project to channel the energy and elevation that comes with collecting new tools.
"wishes" lyric video
My first objective with this video was to capture the balancing act between delicate melody and powerful, driving rhythm that Beach House execute in their single Wishes. I chose the floral theme and bright but strange imagery to represent the dreamy and glossy nature of song and to compliment the whimsical but meditative lyrics.