AlphaTheta | Serato
SLAB
Campaign and Story lead, Art direction, Graphic design 2025 Starring:
TRAKGIRL
SLAB is Serato Studio’s first MIDI pad controller, developed by Serato and AlphaTheta, enabling artists to sample, sequence, and build beats.
The film explores beatmaking, opening with a rock as a metaphor for raw materials and foundational tools.
Guided by SLAB, TRAKGIRL builds a track, each layer reshaping the space around her in a state of creative flow.
Working with the VFX team, the concept expands into a realm, where rock-inspired speakers, tables, and textures extend the campaign’s visual language.
Brand Creative:
Campaign and Story Lead: Leena Park, Diana Simumpande | Creative Director: Abbas Deidehban | Art Director: Leena Park | Writer: Diana Simumpande | Producer: Kat Egarr | Artist Relations: OP Miller, Matt Perry
Director: Jonatán López & Nick Deliberto | Production Company: Naf+ & Covert | Producers: Brandi Savitt, Robyn Bennett | Coordinator: Asli Tuney | Director Of Photography: Bradley Credit | 1st AC: Niko Feldman | 2nd AC/DIT: Brandon Babbit | Gaffer: Alexander Fischetti | Bbe: Adam Kim | Key Grip: Rome Petersson | Bbg: Lulu Larrazolo Lopez | Production Designer: Stanford James | Art Director: Beau Tepper | Set Dresser: Perry Powell | Senior Producer: Holly Tidwell | VFX Set Supevisor: Sacha Djordjevic | Lead Stylist: Natasha Kalila Hester | Make Up Artist: Tamika Toliver | Production Assistant: Jack Wingate | Production Assistant: Gwen Frost | Original Music: TRAKGIRL
Process