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TECHNICS

INTRODUCING A SOUND SYSTEM TO CAPTURE THE SOUL OF AN ARTIST

For Technics we wanted to fly straight to the heart of their offering and that was truthfulness, the fidelity with which they preserved the original intent of the artist.

Alive or dead, musician or film maker, Technics amplifiers are created to respect and reproduce the sounds those people first heard in their heads.

So we approached the Chemical Brothers and John Tavener, David Lynch and the estate of Jimi Hendrix to support the idea.

Developing the "freedom-briefing" approach we later used so successfully with HYPE and C30, we then talked to an equally diverse group of visual artists and gave them the open brief to capture on the illustrated page the essence of those artists.