Striking a Creative Chord: Framing Martin Guitar's X Series in a Whole New Tone.
Martin Guitar, renowned for its exceptional craftsmanship and rich tonal quality, stands as a prestigious icon in the acoustic guitar industry, embodying a legacy of musical excellence since its establishment in 1833. Following a company rebrand and the launch of the revamped "X Series," Martin Guitar worked with local partners Lehigh Mining & Navigation and Structure to invigorate the product line, while retaining its classic appeal.
We were tasked with capturing the anchor shot, setting the visual tone for the series. Collaborating closely with LMN and Martin Guitar, we designed a photoshoot that encapsulated the X Series' ethos: fun, guilt-free, thrilling, yet relaxed. The success of our imagery led to its prominent feature in the campaign, including at the 2024 NAMM expo. Additionally, we created detailed packshots and video content in our studio, further enriching the marketing video for the series launch. This comprehensive approach ensured the X Series resonated effectively with both long-standing and new Martin Guitar fans, demonstrating a successful market introduction.
SCOPE OF SERVICES
•Photo & Video Creative Assets
TIME SPENT ON PROJECT
•3 Weeks
DIRECTIONAL CONCEPTS & MOODBOARDING FROM LMN
FOCUSED PRE-VIS FROM STRUCTURE, UTILIZING AI
FINAL RESULTS
APPLICATION
VIDEO PRODUCTION
In addition to the main photography, we also produced motion elements in our studio, which were inserted into their spot for the X Series release.
PACKSHOTS & VIGNETTES
BEHIND THE SCENES
