AGUILAR AMPLIFICATION
TONE HAMMER 210 COMBO
The Tone Hammer 210 Combo is Aguilar distilled- powerful, purposeful, and built for real-world players. Rooted in the spirit of New York, it was designed for bassists who move through the city, carry their own gear, and show up ready to play. Long anticipated by Aguilar players, the launch marked a major moment for the brand, answering a clear demand from musicians who wanted a compact, all-in-one rig without compromise. Rugged, portable, and gig-ready, it’s a trusted tool built to perform night after night, wherever the city takes you.
The Brief:
To reconnect the Tone Hammer 210 Combo with Aguilar’s New York roots, the video was shot in and around the streets of NYC, following the day-to-day reality of a gigging bassist. Captured with a gritty, handheld, film-like approach, it leaned into movement, texture, and imperfection. From loading in, navigating crowded sidewalks, rehearsing, and stepping onto the stage. The amp was presented not as a pristine studio object, but as a dependable tool built for real gigs in real spaces. Grounded in the rhythm of the city, the piece positioned the Tone Hammer 210 as a workhorse for players who live and breathe the grind of performing night after night.
DLX PEDALS: OCTAMIZER & TLC COMPRESSOR
The DLX Pedal Relaunch marked a new chapter for two Aguilar favorites—the Octamizer and TLC Compressor—reintroduced as more powerful, expressive tools for modern players. Built on a new in-house DSP platform, both pedals retained the character that made the originals essential while expanding their creative range with greater control, clarity, and musicality. The Octamizer DLX pushed beyond classic octave tones into new sonic territory, while the TLC Compressor EQ DLX elevated dynamic shaping with deeper flexibility and feel. Together, the relaunch positioned the DLX line as a refined evolution of trusted designs—familiar at their core, but rebuilt for what players expect now.
The Brief:
Framed under the campaign Control & Chaos, the idea recognized how bass players live in constant duality: the precision of the studio take and the raw energy of the stage. The TLC Compressor DLX embodied control, tight, intentional, and mix-ready, while the Octamizer DLX represented chaos; bold, physical, and built to move air.
Visually, I pitched the campaign split these worlds through color and texture: cool blue tones and measured compositions for control, hot red light and gritty movement for chaos. Shot with a raw, handheld, film-forward sensibility—leaning into grain, distortion, and tactile detail—the video treated each pedal as an attitude rather than just a tool. The worlds collided in a final unified moment, reinforcing the idea that great bass tone isn’t about choosing sides, but knowing when to command the room and when to lock the take.