YAMAHA DTX 402 Series Branding

ROLE
Conception, Video Production, Web Design, Copywriting, Creative Guidelines Production, Art Direction
DELIVERABLE
Videos, Photos, Creative Guideline, Web Design Conception
DATE
Jun 2018

monopo Tokyo were responsible for the branding of Yamaha’s newest electronic drum kit, the DTX402 Series. We designed a concept which would differentiate the kit from the flagship model already in store, and based on that concept, developed the tagline, web design, brand video, tutorial video, and creative guidelines.

An electronic drum kit targeted at young teenagers

Because the DTX402 Series, which is made for beginner drummers, was targeted at young teenagers, we focused our branding on the emotional appeal which could draw in inexperienced players. While most advertisements for musical instruments would focus on the special functions of the product, and rely on popular artists to fill in the emotional appeal of wanting to play, we took a different approach. Instead of relying on popular artists, we wanted to send the message, “We value this impulse to want to start”, and aimed to help inexperienced drummers take their desire to want to start and take action.

Picturing the desire to become a musician

To focus on this concept in our brand movie, we expressed this admiration and initial desire to become a drummer, and concluded with the message that with the DTX402 Series, these ambitions could be fulfilled. We worked to convey the message that “the desire to want to be a musician” can only be embodied by the person themselves.

For those who want to know more about the specific features

The tutorial movie is for those who were drawn in by the brand movie, and wanted to know more about the specific features of the product. To prevent it from becoming another mundane explanatory video, we worked with the costume and styling, so that the aesthetic would continue to draw in the user, and express how one could improve playing while also enjoying the process.

Assembling the drum kit step by step

To make it easy for inexperienced musicians to understand as well, we divided the video by steps, and inserted narration in key points. The casting was the same for the brand movie as well as the tutorial movie, to create a uniformity between the videos which would help distinguish the product from other lines. This would also help the product feel personalized to the user, and immerse them into the video series.

CREDITS

CLIENT
YAMAHA
ROLE
Conception, Video Production, Web Design, Copywriting, Creative Guidelines Production, Art Direction
THE TEAM

Executive Producer
Kensuke Tanakamonopo Tokyo

Video Producer
Asako Tomotanimonopo Tokyo

Video Producer
Georgina Robertsmonopo Tokyo

Production Assistant
Julie Guillotpoweredby.tokyo

Copywriter
Chace Fedorpoweredby.tokyo

Art Director
Takuya Kenmokumonopo Tokyo

Designer
Takuya Kenmokumonopo Tokyo

Designer
Lessa Chungmonopo Tokyo

Designer
Mirai Koyamamonopo Tokyo

Sound Designer
Justin Frieden

Brand Movie Director & Videographer & Editor
Kyotaro Hayashi (DRAWING AND MANUAL)


Tutorial Movie Director & Videographer & Editor
Andrzej Rudz

OTHER MONOPO GROUP MEMBERS
ON THIS PROJECT