Technics were always at the forefront of premium audio equipment. Their turntables and amplifiers were highly sought after by DJ’s, musicians and music lovers alike for the simple reason that they had the ability to reproduce the purest sound.

We were tasked to create a print and poster campaign to put that message across. We hit on the idea that there is simply no sound purer than the sound in a musician’s head at the moment of conception. The closest you’ll get to that, is the sound reproduced by Technics audio equipment. We quickly decided that we didn’t want to feature a product and that the message and images alone were powerful enough. Fortunately, the client was brave enough to agree.

We wanted the idea to touch people of all ages across varied genre. Goldie was at the height of his Drum & Bass career, Leonard Bernstein, already a legendary composer and conductor, and Ray Davies, the iconic singer, songwriter and frontman of The Kinks.

Shot with photographer Phil Knott on medium format film.