ADJ Group México and Elation Professional lit up the Mexican coast with the spectacular “Step Into the Light Road Tour 2024” and “Elation On Tour 2024”—a dual event where innovation, knowledge, and ease of use of professional lighting technology came to life for dozens of attendees.
This tour, which took place in Cancún and Playa del Carmen from October 9 to 11, is a strategic effort led by Abraham Levit, the undisputed leader in Mexico’s lighting industry and Director of ADJ Group México.
Levit, renowned in the sector for his pioneering vision and commitment to raising the standard of lighting technology in the country, emphasized the importance of moving beyond Mexico City and extending these events to other states. The ADJ and Elation tour not only showcased the latest technological advancements in lighting and atmospheric effects but also provided training and hands-on demonstrations, bringing the brands closer to clients from all corners of the country.
Over three days, more than 40 daily attendees—including production specialists and representatives from rental companies, hotels, and firms such as Producciones Campos, La Productora, and Pro Stage—experienced top-tier product demonstrations. Featured equipment included ADJ products such as the Hydro Profile, Hydro Beam X1, and Vizi Beam CMY, as well as Elation’s flagship models like the Proteus Maximus and Proteus Rayzor 1960. Obsidian Control Systems consoles (NX4, NX2) and Magmatic atmospheric effects, such as the Therma Tour 800, also stole the spotlight. Product specialists like Alan Corona (ADJ), Luis Rojo (Elation), and Héctor Rojo (Obsidian Control Systems) guided attendees, addressing technical questions and suggesting configurations tailored to the needs of each professional.
The ADJ Mexico team made a monumental effort to bring this experience to every client and collaborator. From the sales team, comprising Antonio Aguilar, Diego Chávez, Margarito Ortiz, Shirley Arce, and Ivan Navarrete, to the technical support group, including experts like Luis Martínez and Eric Guaida, ADJ Group México demonstrated total dedication to excellence. This approach not only underscores ADJ and Elation’s commitment to their clients but also reinforces their leadership in Mexico, where the company remains a benchmark in quality and post-sale service.
Special recognition goes to Miguel Licona, who maintains close contact with the brands’ long-standing clients, ensuring that every unit sold receives necessary maintenance and follow-up.
Levit and his team see no limits in the Mexican market, which increasingly demands higher quality and new features in lighting and control equipment. This evolution inspires ADJ Group México and Elation Professional to maintain a presence in every corner of the country, proving that advanced lighting technology can shine anywhere.
Avante Audio, a sister company of ADJ, also participated in the event, showcasing the incredibly compact yet impressively powerful Imperio Pro line array system, specially designed for tours. Attendees experienced this premium mini line array system firsthand and were amazed by its outstanding performance.
The “Step Into the Light Road Tour 2024” by ADJ Group México and the “Elation On Tour 2024” provided an excellent opportunity for professionals and enthusiasts in the entertainment industry to spend quality time with Abraham Levit’s team. The Mexican company showcased its latest lighting fixtures to clients and users.
Both companies understand that attending these events requires a time investment from participants. Therefore, this year, they enhanced the educational content, incorporating a series of informative presentations that maximized theoretical and practical benefits during each day of the tour, complementing informal networking and lighting demonstrations.
Anyone involved in lighting, video, or audio production—whether in rental companies, integrators, theaters, houses of worship, or event companies—should attend the events that are part of ADJ and Elation’s tours. While participation is free, attendees gain an invaluable experience, as the knowledge acquired will enhance their work.
ADJ and Elation created a gateway to the cutting edge of professional lighting. More information, more training, and bringing technology closer to professionals empower lighting designers across Mexico.
