Playback Remote – Product Launch Campaign
Feature Launch: Remote Control Functionality for Playback
Role: Creative Team Lead - Art Direction, Branding
The Challenge
Our users have always relied on Playback for live performance precision, but until now, control had a limitation: proximity. The launch of Playback Remote introduced a powerful new paradigm, run the player from anywhere in the room. It was a product-defining feature that deserved a story just as expansive.
The Truth
This wasn’t just a feature; it was a shift in how our users engage with our ecosystem. We needed to communicate not just what it did, but what it felt like to use it.
The message was simple: freedom of movement, total control. But the story needed to capture both intimacy and scale—showing users the distance they could travel, while staying connected to the core.
The Work
As Art Director, I led the creative development of the campaign—building a visual identity and narrative that matched the power of the product.
The concept centered around contrast: ultra-wide shots to express scale and independence, paired with tight, detailed close-ups to ground the story in tactile, emotional moments. This visual language created a sense of distance—and control across that distance.
We combined this storytelling with:
Cinematic videography by Mitch Obach and Merit Productions
Emotionally resonant photography from Joshua Taliaferro
A custom voiceover performance from Baylee Lang
Music supervision and sync with Phil Wickham’s “The Battle Belongs,” giving the piece emotional weight and worship energy
The campaign extended across email, web, and video, and was designed to live beyond launch as a long-term brand asset.
The Results
The Playback Remote campaign marked a creative and strategic high point—delivering both clarity and emotion around a feature that redefined the product experience. The response was strong, the adoption immediate, and the storytelling became a new benchmark for how we launch future innovations.
Credits:
Art Direction – James Windham
Concept – James Windham, Jesse Schaffer, Mitch Obach
Videography – Mitch Obach, Merit Productions
Photography – Joshua Taliaferro
Email Marketing – Wayne Yaun
Leadership – Kristian Ponsford
Voiceover – Baylee Lang
Music Supervision – Jesse Schaffer
Music – Phil Wickham, “The Battle Belongs”
MultiTracks.com – Brand Refresh & Pricing Model Redesign
Featuring: MultiTracks One / The Live Bundle / The Rehearse Bundle
Role: Creative Team Lead - Art Direction, Branding
The Challenge
MultiTracks.com had grown into a robust ecosystem of products and tools, but with that growth came complexity—particularly in our pricing structure. Users consistently shared that the purchasing experience was confusing and unclear, ultimately creating friction where simplicity was needed most.
The Truth
Our customers weren’t wrong. As a company that prides itself on Customer-Driven Innovation, we recognized that the way people engaged with our platform had evolved—yet our pricing hadn’t kept pace. To stay aligned with our mission and serve our users better, we needed to do more than just tweak prices—we needed to completely rethink our model.
The Work
We didn’t just restructure our pricing; we rebranded the way our customers experience MultiTracks.com.
Central to this effort was a complete visual identity system for the new bundles, designed to intuitively communicate their purpose and energy:
The Live Bundle was built for live performance; the moment where everything comes together. To reflect its high-energy, raw intensity, we branded this bundle with a red, orange, and yellow gradient. It’s bold, urgent, and unmistakably live. Supporting icons visually unified the suite of products used during performance, from setlists to playback.
The Rehearse Bundle was all about preparation, study, and practice. For this, we created a calm, focused visual environment using a cool gradient of blue, light blue, and indigo. The icons in this set represent tools used behind the scenes—when the lights are off and the work is happening.
MultiTracks One was the ecosystem’s crown jewel; the umbrella under which all tools and workflows converge. We crafted a minimalist black-and-white aesthetic infused with subtle touches of both the Live and Rehearse gradients, symbolizing the convergence of preparation and performance. Iconography here connected every product in the platform, representing holistic integration.
This brand system was not just aesthetic—it became a functional language that helped users navigate our offerings intuitively. Each bundle felt distinct yet connected, communicating not just what the products were, but when and how to use them.
The Results
This wasn’t just a pricing update—it was a company-wide shift. The launch not only simplified how our customers interact with MultiTracks.com, but also repositioned us to grow sustainably with them. Early engagement data showed a strong uptick in bundle sign-ups and reduced user confusion, validating both the strategic and creative direction.
Credits:
Creative Direction & Art Direction – James Windham
Videography – Mitch Obach
Photography – Joshua Taliaferro
Email Marketing – Wayne Yaun
Leadership – Kristian Ponsford & Jose Huerg
Ads
Web Work
Social media Work
Email Work
Multitracks.com -Playback 8 Campaign
The Challenge
Playback is our flagship multitrack player; critical to how our users lead and perform. With our newest build, we introduced major features that brought us head-to-head with top competitors in the space. The challenge? Making sure our audience understood just how much had changed and why it mattered.
The Truth
This wasn’t a minor update. These features represented a leap forward for our users: tools they had been asking for, improvements that elevated the user experience, and innovations that directly addressed competitive gaps.
But to land this impact, we needed more than just a feature list—we needed a campaign that punched above its weight. It had to look, sound, and feel like a new era for Playback.
The Work
We launched a product marketing campaign that doubled as a brand refresh, not only for Playback but for how we tell product stories moving forward.
This campaign introduced a new visual and tonal identity: bold, modern, confident. We leaned into cinematic visuals and tight, polished storytelling to highlight what made this build a standout.
The visuals featured rich, high-contrast imagery and dynamic motion design.
We developed a custom voiceover tone that balanced authority with warmth.
Original music was curated to match the pacing and emotional arc of the story.
The campaign extended across video, web, email, and evergreen placements.
This was more than a campaign—it was a repositioning. Playback now had a clear, elevated voice in the market and a brand system to support future product narratives.
The Results
The campaign landed exactly where we needed it to: high engagement, positive user response, and renewed energy around Playback’s capabilities. But more than that, it set the tone for a new era of product marketing at MultiTracks.com; smarter, bolder, and built for scale.
Credits:
Creative Direction, Art Direction, Branding – James Windham
Voiceover – Jesse Schaffer
Music Supervision – Jesse Schaffer
Videography – Mitch Obach
Photography – Joshua Taliaferro
Email Marketing – Wayne Yaun
