After their 2020 rebrand, Splice came back to us to make its first brand campaign, Start with Sound. The idea was to speak to the producers who already lived inside the platform, while making room for people who were just beginning to find their way into music.
What started as a campaign about a product quickly became something more basic, and more true. In talking with the Splice team, we kept returning to the same thought: every song starts somewhere small. A tone, a loop, a texture, a strange little sound you cannot stop playing. Before the track, before the hook, before the finished thing, there is usually just one sound that makes you want to keep going. Start with Sound was built around that feeling.
Exec. Creative Director
Client:
Splice
2023
Agency:
Instrument
Building on our 2020 rebrand, we aimed to develop a system that seamlessly continued our brand identity while also establishing a distinct look and feel for our latest campaign. By employing a carefully curated color palette, dynamic italicized type treatment emphasizing the concept of "start," and a diverse range of textural imagery that visually interpreted sound, we crafted a unique expression of our brand.
Our goal was to create a fresh, inclusive atmosphere characterized by energy, upliftment, and authenticity. Through a wide array of imagery representing various genres, skill levels, and influences, we sought to capture the diverse essence of music.
Given the nature of the campaign centered around sound, we placed significant emphasis on the sonic aspects of creativity. From custom textural soundscapes to intricate sonic cues, we ensured that the campaign resonated not only visually but also through an immersive audio experience.