Session Guitarist/Bassist Line

LED PORTFOLIO STRATEGY

Directed the overarching go-to-market campaigns and creative asset production for a trio of flagship instruments (Electric Mint, Prime Bass, and Icon Bass), driving one of the most successful and profitable portfolios in the company's history.

TARGETED AUDIENCE EXPANSION

Shifted the product positioning to target modern music producers and composers by centralizing the campaign around an empowering "session player in your DAW" narrative.

CREATIVE BRAND NAVIGATION

Overcame the challenge of marketing famous instruments without using their trademarked brand names by conceptualizing highly visual pre-roll and walkthrough videos that translated their sonic identities.

ERA-SPECIFIC VISUAL DIRECTION

Directed unique video shoots featuring live musicians transitioning between guitars and keyboards, utilizing distinct color grading and post-production effects (e.g., film burns, 90s camcorder aesthetics) to visually establish the 1960s, 1981, and 1989 eras of the original instruments.

CROSS-FUNCTIONAL MANAGEMENT

Successfully managed workflows with external development teams to hit strict marketing asset deadlines while ensuring complex features; like MIDI drag-and-drop functionality and true-to-life fret noises and articulations; were accurately reflected in all promotional materials.