Not Another Piano Lesson

ROLI is reinventing how we learn and play the piano. With cutting-edge hand-tracking, expert tutorials and keyboards that look and function like something out of a sci-fi movie.

Our brief was to promote the LEARN side of ROLI’s offering with a campaign that cuts through the noise and shows people how the magic of learning with ROLI is unlike anything they’ve experienced before.

Learning the piano has almost become a metaphor for dullness. Most people love the idea of playing, but hate the idea of learning.

Our approach was simple: to show that ROLI isn’t just another piano lesson. It’s transforming the traditions of “learning” into something beautiful, exciting and fun.

The campaign captures the experience of playing a ROLI for the first time. The lights, the interactivity, the human reaction, and then contrasts this with the old “traditional” world of learning piano.

We worked with 4 real-world piano players at varying levels of ability. The campaign follows their first few hours playing ROLI, set to a custom music score that integrates the piano motifs they were learning.

The story breaks down into a series of feature-focussed, 15” edits. Each highlights a different ROLI innovation.

Behind the scenes, we captured people’s first reactions to playing a ROLI, packaging their thoughts as short-form films designed for social media.

POV photography gives the audience a first-person taste of what it’s like to sit in front of a ROLI set-up. These assets sit across ROLI’s full digital ecosystem and form the basis of a static campaign.