For Native Instruments, we created key visuals that were used for the launch of software synthesizer Massive X. It was released in 2019, 12 years after its largely popular predecessor Massive, and used all the best technologies of its ancestor in a new, more convenient interface.
Our goal was to reflect on how the software supports the creative forces of musicians, amateurs or professionals, and to find out new ways to show sound.
In this project, we had almost unlimited creative freedom, so it was an interesting exploration for us, which led us to some interesting results. From a single point to a complex system of connections—in the art film we follow how music is born from a creative spark, becoming more and more complex over time.
As the lines reveal their structure, we see circuits that underlie the process of music production, aiding any aspiring artist to unlock their talent and potential.
Another part of the video reveals structures, reminding of sounding diaphragms, which result from systems that we've seen before. Strict schemes pulsate and transform into transducers, emitting waves of energy and pure sound, loud and altering everything around it.
Visually, we researched a set of concepts that the client wanted to communicate—reverberations, modulations, sound waves and others. We created many tests to find better ways to translate those ideas into visuals, and this path resulted in the key visuals that were used for the launch.
Maxim Zhestkov, Igor Sordokhonov