GIBSON
Personal Project. Credit: AD/CW
Love Struck Identity: I distilled the core idea into a cohesive campaign by creating a logo lockup and defining the overall mood, setting a strong foundation to launch the campaign.
I set out to show Gibson as a guitarists one true love.
Print Campaign: Getting inside the head of a guitarist, I came up with three odes to Gibson and showcased them with two-page magazine spreads.
The Love Below: To launch the Gibson campaign, I set out to find musicians who exhibited a deep love for their art. I discovered that the guitarists of New York City's underground are some of the most passionate musicians in the world. Dealing with the daily grind of NYC's commute, these musicians lay it down every day for their music to be heard. This is Gibson's ode to them—The Love Below: The Subway Music Series.
Kiosk Interactivity: A recent fixture in the MTA underground is the On-the-Go Travel Station. Utilizing this new technology, I created an application on the kiosks that allows commuters to learn about the music they hear, the guitarists and Gibson models they use, and even gives them the ability to donate to the artists when they don’t have cash on hand.