Brands fight hard to make their products stand out from the crowd and a popular strategy is to use an outrageous personality to market it. Introducing Enzo Martini, the world famous DJ you never heard of because we made him up. He constantly has his enthusiasim dialed up to 11 and he really wants to tell you about how Lyra Voice helps him focus on creating sick beats. I consulted with my stylist in creating the Enzo Martini and, inspired by the latest high fashion Italian designers, we decided to go out and get some cool patches with images borrowed from classic tattoos and glued them onto some thrift store leather jackets. Looks like Gucci, doesn't it? The rest was just rolling the camera and letting our brilliant actor entertain us.