Product Launch Campaign

Role:
Concept Development • Creative Direction • Campaign Storyline • Film Direction • Content Production

Challenge:
With the ICOA PRO Series, LD Systems set out to create a new standard for professional active loudspeakers, one that combines the sonic precision of a coaxial system with the power and flexibility of a modern performance tool.

The challenge: in a crowded market of active speakers, the message had to go beyond specs and watts.
LD Systems needed to tell a story of craftsmanship, control, and confidence, showing that ICOA PRO isn’t just loud, but truly listens to the needs of its users.

The campaign had to speak to musicians, live engineers, and event professionals alike, people who expect their sound gear to perform perfectly, every single night.

Idea:
Every element of the ICOA PRO is engineered for control — from the coaxial point-source design to the SysCore DSPand the app-based wireless setup.
But the story isn’t about technology, it’s about how precision creates freedom.

The campaign visualized that idea through a clean, focused aesthetic: light, motion, and geometry symbolized clarity and accuracy.
We showcased the ICOA PRO as a tool that connects human performance with technical perfection, whether on stage, in a club, or in an installation.

Execution:
The launch film and visuals combined product hero cinematics with abstract sound motion graphics to convey precision, balance, and power.
Macro shots of the coaxial engine, horn geometry, and DSP interface were intercut with atmospheric performance scenes, blending engineering with emotion.

The tone was calm, confident, and exact, reflecting LD Systems’ belief that great sound is designed, not improvised.