Playback Remote – Product Launch Campaign
Feature Launch: Remote Control Functionality for Playback
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”
