DESIGNER

Alex Class

PROFILE/DESCRIPTION

Pro Tools is the professional workflow for big-name music production. It is one of (if not the) most popular DAWs (Digital Audio Workstation) on the market. (For instance, their name shows up top of the list when you Google “popular DAWs” or “music production software”.) It was founded by two UC Berkeley graduates in 1983, and its parent company, Avid Technology, is based out of Massachusetts.

The ads will be for the DAW itself, Pro Tools, since that is the Avid product most musicians and producers will be interacting with.
 
The ads will be targeted at is King County, Washington, which covers most of Seattle. The target demographic is “Connected Bohemians”, a group rich enough to afford the software, independent enough because they don't have kids, and educated enough to want to make music digitally. They are also stated as “uses Spotify”, which I infer means a middle-to-upper class consumption of music; they'll be musically in-the-know enough to understand the references in the ads.

Pro Tools is: 
- Professional
- Streamlined
- Powerful
- Collaborative
- Inspired

GOALS

After seeing the posters, they should first chuckle, or at least think of it as amusing. Next, they should be think of Pro Tools as a product for music production. Perhaps they will think Pro Tools is more professional than its competitors… since no current music production companies are huge on outdoor advertising. In an ideal (very ideal) world, it will inspire someone to go home and work on a track, and if they have a choice, do it in Pro Tools.