I set out to show Gibson as a guitarists one true love (Credit: AD/CW).
LOVE STRUCK IDENTITY: I ENCAPSULATED THE SPIRIT OF THE IDEA AND CREATED A CAMPAIGN LOGO LOCKUP AND OVERALL MOOD TO KICK-START THE CAMPAIGN.
PRINT CAMPAIGN: GETTING INSIDE THE HEAD OF A GUITARIST, I CAME UP WITH 3 ODES TO THE GIBSON AND SHOWCASED THEM WITH 2-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 in order 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 would allow commuters to learn about the music they heard, the guitarists and Gibson models they use, AND THE ABILITY TO DONATE TO THE ARTISTS WHEN THEY DON’T HAVE CASH ON THEM.