Lang lang - ‘piano book’ album campaign
Client: Deutsche Grammophon
Agency: Monument Media
International sensation Lang Lang’s first album back with Deutsche Grammophon meant a whole new look and feel - just as the album strips back piano performance to its basics, the Album Campaign did too, utilising whites and blacks to mirror a piano’s keys.
The campaign’s beautifully minimal visuals made the album stand out from every other contemporary classical release, with this aesthetic rolled through many assets.
From a production PoV, the campaign was shot in a beautiful studio in Berlin, at the top of a tall building. However, this did necessitate a lot of interesting conundrums like ‘how do we get a finely tuned, and very expensive, grand piano up to this top floor…. at one point we even costed closing the road and hiring in a crane (happily it didn’t end up coming to that though!)
photography
campaign visuals
