A global launch film for RANE's flagship motorised controller, built around eleven-time world champion turntablist K-Swizz.
Product launch films tend to enumerate. This one had to convey feel – the torque of a motorised platter, the weight of a fader, the thing a scratch DJ can hear that nobody else can. So we shot it as a portrait of a musician rather than a spec sheet, and let the performance carry the product.
Directed by Alex Sutherland for inMusic Brands.