"How we produced a product film for Panasonic for the release of the new Technics Turntable."

Technics is a Japanese brand name of the Panasonic Corporation for audio equipment. Panasonic has produced a variety of hi-fi products such as turntables, amplifiers, receivers, tape decks, CD players, and speakers for sale in various countries under the brand name since 1965.

It’s impossible to overstate the importance of the Technics SL-1210 not just for the art of DJing, but in the popular culture in general. When we were tasked with creating a product video unveiling the new SL-1210 MK7, our hearts admittedly skipped a beat.

According to the client's specifications the film was to feature both clean product shots and scenes from Berlin nightlife. This was to creatively highlight the product specific details of the turntable, but with a clear statement to the DJ community. For this we recorded live performances of DJs at the Sample Music Festival in Berlin and produced a dynamic short film from them.

Sample Music Festival is Berlin’s annual gathering spot for an international audience of creatives driven to explore the limits of contemporary digital performance art. Since its inception in 2015 SMF has become one of the most anticipated community events worldwide and is currently branching out as a pop-up event in collaboration with established industry powerhouses such as Prolight+Sound Frankfurt and Dubai.

The urban environment and authentic shots of the protagonists in the film were a guarantee for a successful social media campaign for Panasonic.