Ernie Ball’s 2018 brand campaign featuring some of the greatest guitarists in the world. The campaign features a long list of artists from the legends such as Slash, Jimmy Page, Eric Clapton, Paul McCartney, Jeff Beck, and Keith Richards, to modern-day influential artists Courtney Barnett, John Mayer, Mac Demarco, Weezer, and countless other.
Featured across the print, digital and OOH verticals and integrated within EB’s brand message “THE COLORS OF ROCK ‘N’ ROLL.”
Role: Executive Vice President Global Marketing // Creative Director
All We Sell is the Greatest Feeling on Earth - A global re-brand for the world’s largest music instrument brand featuring Metallica’s James Hetfield, DJ and producer Steve Aoki, drummer and producer Questlove and singer-songwriter Colbie Caillat.
The campaign kicked off with a Super Bowl tv spot featuring Questlove and spanned all verticals including television, digital, OOH, and in-store POP.
Role: Vice President Brand Experience and Entertainment Marketing
Professional thru rider, explorer, and 805 Authentico Gillian Larson has dedicated her life to the trail and the horses that have helped her traverse it.
Considering Gillian grew up around both horses and an unbound love for adventure, it’s only natural. And it’s here that we embark on a new journey with Gillian. Today, we're exploring her passion for discovering the outdoors on horseback, and the freedom and independence it brings in, “Reaching The Unknown.” Set along the thousands of miles that stretch up and down the Pacific Coast Trail, "Reaching The Unknown" is our latest, original 805 Beer short Film. It's a story about bonds made in the wilderness, facing fears, and conquering the trail before you. Whatever it may be.
I founded Guitar Center Films to be a purveyor of incredible music content that also gave artists a platform to distribute their music to millions of humans globally. As part of Slash, Myles and The Conspirators’ new album launch we produced two back-to-back primetime specials (the other being his documentary - Raised on the Sunset Strip) for Directv. Filmed in stunning 4k live at the Roxy, a historic club where Slash got his start with GNR. This 90-minute special is mixed to sound better than a record and the visuals intimate and immersive. This is what music television is supposed to look and sound like.
Role: Vice President Brand Experience and Entertainment Marketing // Producer
805 Beer presents Inverted Perspective, a deep dive into Vicki Golden’s powerful rise to the top of the motocross world. Our latest original film, Inverted Perspective uncovers just what it is that makes Vicki tick. Unbeatable on the track, unrelenting on the ramp, and unwavering in her pursuit to be better every day, Vicki has inspired an entire generation of young women riders who now have someone to look up to.
Vicki Golden’s decorated career as a five-time X Games gold medalist begins as innocently as most. Family days at the track sparked a desire to be the best rider she could be. Eventually, her dedication to all things two wheels and unwillingness to be put in a separate category elevated her to every conversation in the moto world. Don’t believe us? Well, you can hear from 805 Authenticos Tyler Bereman and Seth Brisson, and riders like Jeremy “Twitch” Stenberg, Caroline Buchanan, and more in the full film below. Make sure you turn on the TV, invite your friends over, and crack open some cold ones before hitting play.
When I decided to leave Guitar Center and my first tv series "Guitar Center Sessions" behind after more than ten seasons, it wasn't long before I got the bug to team back up with Directv and iconic string maker Ernie Ball to introduce a new series to worldwide audiences entitled - The Pursuit of Tone. Over seven films were made in just ten months — the highlight being the 90-minute feature documentary film with legendary Blink 182 guitarist and spaceman - Tom Delonge.
His work as the co-founder of Blink-182 produced genre-defining hit records including Enema of the State, Take off Your Pants and Jacket, the critically acclaimed self-titled release and the progressive reunion record Neighborhoods. Box Car Racer, a side project produced during a break after Blink's success with Enema of the State, saw Tom tapping into his post-hardcore influences from bands like Fugazi, with tracks such as "All Systems Go" and "I Feel So", before ultimately forming Angels & Airwaves and producing some of the most ambitious records of his career with tracks like "The Adventure, "Anxiety" and "Wolfpack" and the feature film LOVE.
The film has been viewed more than 30 million times and is widely praised for being one of the only efforts to effectively convey Tom's incredible journey.
The value derived by Ernie Ball in earned media and brand exposure is phenomenal. To this day, Ernie Ball is still the only global maker of guitar products to have a televised series.
Other artists featured in the series include punk icon Mike Ness, blues legend Buddy Guy, Maroon 5's James Valentines, country star Hunter Hayes, The Cult's Billy Duffy and Americana writer and producer Butch Walker.
Enjoy the films.
Role: Executive Vice President Global Marketing + Creator // Showrunner // Producer // Writer
Convergence is an original 805 Beer film starring Authenticos Conner Coffin, Nate Tyler, and Greyson Fletcher. Directed by Perry Gerkshow, and filmed on location throughout California, Convergence follows three surf icons as they travel up the Golden State’s coast to surf, skate, share cold ones, and reflect on the journey their shared love for surfing and the Californian way of life has taken them on.
While Convergence is a watch-with-friends-on-the-couch surf movie that excites you to run out into the water in the truest sense, it’s also much more. It’s a captivating story of passion, perseverance, and family. The film is an intimate window into Conner, Greyson, and Nate’s remarkable and deep-rooted familial connections. It also provides a personal look into both the successes and challenges across their respective spheres of influence.
Role: Writer/Producer
The Colors of Rock ‘N’ Roll campaign is the debut of Ernie Ball’s new brand slogan and collaboration with artist Aaron Draplin. Beginning with a manifesto, the campaign spanned a vibrant print series, digital, OOH, film, content, artist “hero” campaign “The Colors Of,” packing and in-store merchandising.
A global campaign, the assets were developed into more than ten languages and executed in markets including Japan, China, Europe, Russia, Mexico, Brazil, Canada, and Australia.
Role: Executive Vice President Global Marketing // Creative Director // Writer
An original film for 805 beer featuring world-championship surfer Conner Coffin and his origin story of growing up on the central coast. Directed by legendary surfer and filmmaker Keith Malloy. This is Mind Surfing.
An original film project for Firestone Walker and 805 Beer, The story of Tyler Bereman is one about acceptance, in a sense. He keeps an open mind, and he’s full of passion for everything that involves being on two wheels. As a former supercross racer who pivoted to free riding, Tyler’s covered all his bases. Whether it was while he was a member of The Salinas Ramblers Motorcycle Club or while flying toward an X Games gold medal, he hasn’t limited himself to one style of riding. A lethal combination of style, speed, and the most precise bit of technical prowess, all baked in to produce the well-rounded athlete that Tyler is today.
The House That Built Me highlights Tyler’s small-town origins in Templeton, on the Central Coast of California. Featuring interviews with Tyler’s family and industry legends like Robbie Maddison and Jeremy “Twitch” Stenberg, the film unearths who he really is, and all the people and events that have shaped him along the way.
Produced by: Dustin Hinz
Directed by: Dustin Humphrey
An original film project for Firestone Walker and 805 Beer, A Letter To Aptos, the story of Ryan "R-Dog" Howard. R-Dog was born and raised in the small beach town of Aptos, California - just outside of Santa Cruz and home to some of the best mountain biking on offer and the grounds of the iconic Post Office. His passion was never really in racing as a kid. For Ryan it was all about riding with style and poise. His all-for-fun mentality that he brings to every ride and his wide grom-like smile is inspiring others to hit the trails. Watch as we uncover how a small beach town and an empty dirt lot shaped Ryan into the person and the rider that he is. Bikes have taken him all over the world, but he always comes back home to the mountains of Aptos with a smile on his face.
Executive Producer: Dustin Hinz
Produced by: Nathan Sheetz
Directed by: Brenden Lutes
When I first joined Firestone Walker, one of my first calls was to photographer and filmmaker Dylan Gordon. An old name that had been rattling around my world and California coast for the last several years and one of the names behind a favorite local brand. Over the course of the last year, Dylan has been instrumental in helping me, and the Firestone team shape the brand's visual identity and breathe stories of adventure into one of the most stories beer brands in the world.
Our latest film features photographer, climber, and Firestone brand ambassador Drew Smith. Drew has spent his life climbing the world's most precarious mountains and shooting photos for companies, including Patagonia and North Face. A true adventurer who is committed to living life to the fullest.
“Disruption By Design” - A film featuring Grammy award-winning artist Annie Clark (a.k.a St. Vincent) and her new signature guitar from Ernie Ball Music Man. The goal with the film was to highlight Annie’s intentionally disruptive creative process across all mediums of artistic creation including the making of her new record “Masseduction,” her acclaimed signature guitar as well as her celebrated live performance visuals.
Filmed over two months in Los Angeles, the film follows Annie through rehearsals for her 2018 Coachella headlining slot, an intimate LA performance and a revealing interview in her private home studio.
In addition to a debut via Rollingstone.com, the film was also featured as part of Annie’s 2018 Grammy package for “Masseduction.”
Role: Executive Vice President Global Marketing // Creator // Writer // Producer // Executive Creative Director.
My first television show - Guitar Center Sessions. I began pitching the show in my mid 20’s. MTV to Fuse and everyone in-between. No luck. Then I met Chris Long at Directv. 10 seasons later we had produced some of the best music television ever created. Over 100 episodes were filmed, and it is still one of the most-watched, and award-winning music shows to appear on TV. From our pilot with Peter Gabriel to live at SXSW with Snoop Dogg to icons such as Joan Jett, Alanis Morissette, Weezer to Dawes, Alice In Chains, Phantogram, OneRepublic, Jimmy Cliff, and Ziggy Marley, Guitar Center Sessions was known for the right mix of influential artists and emerging talent.
The series has been viewed hundreds of millions of times globally in markets including the UK, South America, Germany, France, Spain, Eastern Europe, Brazil, and Australia.
Hosted by Nic Harcourt. The TV series gained more than 10 billion impressions for Guitar Center over ten years.
I’ve highlighted a few of my favorite episodes here.
Role: Creator // Showrunner // Producer // Writer
How do you rise above the noise at one of the world’s largest music festivals? Start with a plan to film six episodes of the most-watched music show on television at a small house in Austin, Texas. Second, have the city shut your event down ten days before you film due to concerns about a riot - putting our $1M budget on the line. Third, hop a 6 am flight to Austin to secure a rooftop parking garage to move your show to. Add a festival-size stage with lighting and production that needs a crane to get onto the roof, mix in a thousand screaming fans and top off with Snoop Dogg, Soundgarden, Phantogram, Damon Albarn, The 1975 and The Wild Feathers.
Music television in primetime doesn’t get much better. That was Guitar Center Sessions, and we kicked SXSW in the teeth with an unparalleled brand activation for Guitar Center and Directv.
Role: Vice President Brand Experience and Entertainment Marketing // Creator // Showrunner // Writer
Ad campaign for 805 beer with pro-surfer Conner Coffin.
Written by: Dustin Hinz + Nathan Sheetz
Produced by: Dustin Hinz + Nathan Sheetz
Edited by: Colin Nearman
Mixed by: Chad Bamford
Where The White Buffalo Roams is a short film shot in Joshua Tree, California with acclaimed singer-songwriter Jake Smith (a.k.a The White Buffalo) to celebrate the launch of his album “The Lightest Lights and the Darkest Darks” and his longtime relationship with Ernie Ball guitar strings.
The filmed was featured in top press outlets and by Inc Magazine as an example of expertly produced content work.
Role: Executive Vice President Global Marketing // Creator // Producer // Writer
Our exclusive collaboration with guitar icon, Eric Clapton. In support of Eric’s Crossroads festival, we devised and produced five exclusive guitars, including the recreation of Eric’s “Brownie” Stratocaster in which he wrote “Layla.” His Gibson “Lucy” ES-355 which he gifted to Beatle, George Harrison and then performed “While My Guitar Gently Weeps” on the recording of the track.
We were given exclusive access to Eric in his SoHo home to capture the moment we unveiled the guitar to him. Our photos of Eric during multiple photoshoots have been used globally by Starbucks, Visa, and other brands, which speaks to the quality and trust Eric had in us capturing him.
Role: Vice President Brand Experience and Entertainment Marketing // Producer
One of my favorite films over the past few years is our latest with Taylor Goldsmith of Dawes. Filmed live at Sound Studios in Van Nuys, CA, the film features Taylor performing 5 intimate and beautiful songs while revealing the backstory behind his influences, songwriting and evolution as a guitarist and songwriter.
Role: Producer // Creative Director // Executive Vice President of Global Marketing
I looooooooove Aaron Draplin’s work. So when the time came to collaborate with an artist on a campaign to celebrate the debut of Ernie Ball’s new brand effort “The Colors of Rock ‘N’ Roll, Aaron was my first and only call.
Working closely with Aaron, we developed a series of assets that would span print, digital, OOH, packaging, in-store, content, and film. The goal of the campaign was to showcase Ernie Ball’s iconic Slinky packaging and neon colors.
In addition to the creative assets, we produced a short film titled “The Art of Sound” in which we featured Aaron, his musical background, and the process of how he created the campaign. When then took his creative and team with French animator to make an animated short which was translated into more than 10 languages and marketed to global audiences.
Role: Executive Vice President Global Marketing // Creative Director // Producer
A short film highlighting the making of St. Vincent’s signature Ernie Ball Music Man guitar. Filmed in stunning 4k, this film set a new standard for content work in the MI space. The film was featured in top outlets including RollingStone, Brooklyn Vegan, Vice, People, Billboard, Paste, Vogue and many other delivering over 500M impressions in 30 days.
Role: Executive Vice President Global Marketing // Director // Creator // Producer
When I first heard of Gillian Larson I knew it was a story we had to tell as part of our new adventure series for Firestone Walker that we crafted to share the incredible stories of individuals whose unparalleled passion for life echoed our purpose as a brewery.
Traversing thousands of miles across North American on her horse, Gillian is a rare breed committed to exploring the depths that life has to offer, and the bond with her loyal horses who have helped her experience some of the great views America has to offer.
Produced by:
Dustin Hinz
Justin Medcraft
Tamsyn Walker
Directed by: Dylan Gordon
“Let Your Mind Wander” is a collaboration film between Firestone Walker and Meta. I first met Ben, one of the founders of Meta, a few years back while I was at Ernie Ball. He had seen my film with Tom Delonge and a mutual friend, Mark at BMW, connected us. Ben was interested in working with Tom, I connected them for a killer film and print feature on Tom, his music, and his passion for motorcycles.
When I landed at Firestone, we had been working with Meta on the 805 beer front for a minute, so when I called him to let him know I joined the beer business, we got up and running pretty quickly to help tell the story of Firestone Walker thru several collaborations, including this film with an incredible french filmmaker named Sebastien Zanella.
I had this concept of a trippy film thru the fog of Big Sur, Ca for one of our new Hazy IPA’s - Mind Haze. Ben picked up on the concept, he pulled in Sebastien and the rest is history. The boys spent the night at my place in Paso, we brainstormed a bit and they delivered an incredible little film titled “Let Your Mind Wander”.
Proud to work with great people who share a passion for art.
Producer: Me
Producer: Ben Giese
Director/Editor: Sebastien Zanella
Mind Haze is one of Firestone Walker’s most sought after IPAs in the country. When it came time to develop a new campaign for fall 2020 and early 2021, I reached out to the wildly creative Mark and Gina at Hey Beautiful Jerk to help us bring our mind-altering concept to life. In the first of many, this is “Let Your Mind Wander”.
Creative Director: Me
Agency: Hey Beautiful Jerk
Producer: Nathan Sheetz
When I joined Firestone Walker in July of 2019, one of the first projects was bringing their latest innovation Flyjack to life. Starting with new can designs, I rolled up my sleeves and got to work with the design and marketing teams to shape a comprehensive 360 effort encompassing product, packaging, and promotion.
Teaming with acclaimed photographer and filmmaker Dylan Gordon, we developed a storyline that exemplified Firestone’s roots as a California beer company brought to life by brewers, founders, and a team that sought the most of life, and is crafted to adventure.
There isn’t another artist alive that I’ve worked with more than Slash. Films, documentaries, live concerts. It’s been a two-decade relationship that has allowed me to unearth some incredible stories and moments with one of music’s most iconic and influential figures.
In Ernie Ball’s “Unspoken Expression” the concept was to capture SLASH in his creative space, surrounded by the things that inspire him and have him share with us and the audience a common thread that resonates with us all - passion. From his horror collection to obsession with dinosaurs, to his dad’s love of British rock ‘n roll that sparked his passion for music, the guitar has become an extension of SLASH that serves as his tool to express himself.
Enjoy the film
Role: Director // Writer // Creative Director
String Theory is a series created to highlight the artists who play Ernie Ball strings and their incredible stories of creation and evolution. At the root of all artists is a desire to create music to express themselves thru one of the most powerful mediums in the world. Over 40 episodes have been filmed and distributed across all genres, demographics, and backgrounds.
Shot in stunning 4k, the episodes feature artists in their element. From home studios and basements to the stages and studios they call home. The direction and cinematography are intentionally styled to be dramatic and emotive.
Artists including Metallica, Avenged Sevenfold, Mac Demarco, Kurt Vile, Courtney Barnett, Paul Stanley, J-Mascis, Thrice, Phantogram and dozens more have been featured. I’ve included a few of my favorite episodes here. Hopefully, you enjoy them as much as I do.
Role: Executive Vice President Global Marketing // Creator // Producer
One of the world’s biggest rock bands in one of Los Angeles’ most celebrated venues, Guitar Center Sessions: Linkin Park live from The Wiltern was the globally televised music event produced in celebration of Guitar Center’s 50th Anniversary.
Featuring the band’s greatest hits and an intimate and moving interview with Mike Shinoda and Chester Bennington, the episode was broadcast to over 230 million DirecTV and AT&T customers in primetime and featured hundreds of millions of impressions via media coverage.
Shot in 4k high-definition and mixed in 5.1 surround sound, Guitar Center Sessions set the standard for music content on television for more than ten seasons and 100+ episodes.
Watch the full episode here, including the behind the scenes special.
Role: Creator // Producer // Writer // Vice President Brand Experience and Entertainment Marketing
Campaign for St. Vincent 2017 Ernie Ball Music Man collection. Key art, promotional film, behind the scenes film of her Guitar World cover shoot. Digital, print, OOH, in-store POS, and more. Global campaign feature in over 30 countries in support of the acclaimed guitar design.
Role: Executive Vice President Global Marketing // Creative Director
When it came time to launch several new Ernie Ball Music Man guitars, we wanted to do something completely different than had been done before in the guitar space. I called a friend who headed up content for Tesla and asked why don’t we film a guitar like how you shoot high-end cars. We headed north and locked ourselves in a studio with light bars and a RED camera to make some serious guitar porn and celebrate the Art of Guitar Design.
Role: Creative Director // Executive Vice President of Global Marketing
INSPIRED BY: is an original digital series produced to highlight the incredible artists that play Ernie Ball Music Man instruments, their stories of inspiration and music journeys as well their relationship with the Ball family.
Films include Dustin Kensrue (Thrice), Jason Richardson, Tim Commerford (Rage Against The Machine), Hunter Hayes and Stephen Egerton (The Descendents). Additional episodes are in production.
Role: Executive Vice President Global Marketing // Creator // Producer
I spent the first 18 years of my career contributing to and eventually managing the global brand experience for one of the most iconic companies in the music space - Guitar Center - as Vice President of Brand Experience and Entertainment Marketing.
This year-end recap film highlights the extensive marketing, brand, and entertainment media strategy we constructed to celebrate the 50th Anniversary of Guitar Center. At the forefront of the plan was the launch of a new brand position - “All We Sell Is The Greatest Feeling on Earth” which featured television spots with James Hatfield of Metallica, famed DJ/producer Steve Aoki, Questlove of The Roots and singer-songwriter Colbie Caillat. The Questlove spot debut during the Super Bowl.
In addition to a complete brand repositioning, we produced 23 new episodes of our award-winning television series “Guitar Center Sessions on Directv” which led to over 50MM viewers in North America, the introduction of a Guitar Center Films division which produced two feature-length films with SLASH, bi-coastal 50th Anniversary concerts with both The Roots and Linkin Park, the latter we televised as a 90 minute special, 25 episodes of our acclaimed web series “AT Guitar Center”, 52 episodes of our NPR emerging artists radio show “Connections With Nic Harcourt”, as well as 36 magazines (3 per month) features with some of the most influential artists in the world.
All-in, our marketing efforts surpassed more than 2B media impressions, delivering Guitar Center their peak brand awareness position since 1964.
Role: Vice President of Brand Experience and Entertainment Marketing / Creator + Showrunner - Guitar Center Sessions
A new series created for Ernie Ball to highlight songwriters and the line of Earthwood acoustic strings. The debut episode features multiple Grammy Award-winning songwriter Rodney Crowell.
Role: Creator // Producer // Executive Vice President Global Marketing
For the launch of Jason Richardson’s Ernie Ball Music Man Cutlass-7 Artist Series guitar, we developed a print, digital, and film campaign that conveyed Jason’s aesthetic and highlighted his incredible playing. The photo campaign was shot in Virginia by the incredible Jason Saffer with the companion film captured in South Los Angeles at the location built for Chris Nolan’s Batman “Dark Knight.”
Produced in over 10 languages for global launch including Japanese, Chinese, German, French, Italian, Portuguese, Korean, and Spanish.
Role: Creative Director // Executive Vice President Global Marketing
Firestone Walker’s Brewmaster’s Collective is the first-ever beer club for the iconic California brewer. Featuring 27 beers, we worked with the brewmaster Matt Brynidlson to craft 14 world exclusives for the program, as well as offer virtual tastings with each of the 8 collections, along with a robust offering of benefits for the limited membership group of 1,000.
The creative for the project delivered on the hyper premium nature of the program included high-quality photography, video and beer labels.
Design: Matt Beck
Photography: Julian Peck
Label Design: Andrew Wickstrom
Copywriting: Sean Weir
Video: Lee Diskin
Ball Family Reserve is Ernie Ball Music Man’s high-end guitar line, offering limited-edition versions of the brand’s sought after models.
The brand mark, BFR, which had been previously used throughout the years to identify higher-end or special versions of a range of different models. During the reimagining of the brand, we repositioned BFR as a stand-alone product vertical to consumers and retail partners.
The design language featured the guitars in ultra-premium locations including the Sunset Marquis in Hollywood, and villas in Beverly Hills, the photography highlighted the impeccable craftsmanship and details of each instrument.
Sales totaled over $10MM and led to an increase in Music Man’s brand perception as one of the world’s premier guitar builders via placements with top media outlets.
See the entire collection here.
The debut creative campaign for St. Vincent’s Ernie Ball Music Man signature guitar. Given only 24 hours notice from the day she decided to debut the guitar during her performance with Taylor Swift at Staples Center, we produced global print and digital assets for the retail launch. We followed up a few weeks later with the 4k film, “Making St. Vincent”, which delivered over 500MM impression in the first 30 days.
Role: Executive Vice President Global Marketing // Creative Director
To launch Ernie Ball’s new ukulele strings I reached out to acclaimed Portland-based designer Lisa Congdon to collaborate on a design for our campaign titled “Good Vibes Only”. The concept - playing music just feels good. Lisa’s bright, hopeful and positive design language was the perfect direction for our target demographic, young females.
A campaign and film created to launch Firestone Walker’s sustainability effort - Brewing for Tomorrow.
California’s Central Coast has been Firestone’s home for generations—David Walker and Adam Firestone have an affection for this place and feel an obligation to treat it as well as they possibly can. This means being relentlessly resourceful to conserve water, energy, and materials. Firestone believes that their pursuit of the perfect beer must be underscored by a passion for minimizing their environmental impacts.
Firestone Walker’s clean energy efforts prevent more than 3,000 metric tons of carbon from entering our skies each year. They are also eliminating waster wherever they can including feeding more than 18 million pounds of spent grains to local livestock. And they’re saving more than 40 million gallons of water annually through recycling and conservation efforts.
Produced by: Dustin Hinz
Written By: Dustin Hinz, Sean Weir, Drew Barefoot and Ben Potter
Directed By: Ben Potter (CANA Films)
Edited By: Drew Barefoot (CANA Films)
First spot of a new campaign for Firestone Walker’s hit hazy IPA “Mind Haze”.
Produced and directed by Lee Diskin.
Promo spot for Ernie Ball’s VPJR Tuner pedal. Motion graphics and product photography.
Role: Creative Director // Executive Vice President of Global Marketing
A film to feature the incredible three-generation story of the Ball family and their dedication to making the world’s most played guitar strings.
Role: Executive Vice President Global Marketing // Creative Director // Director // Producer
For Ernie Ball’s 2018 Holiday campaign we collaborated with acclaimed artist Kirsten Ulve, and musician Blues Saraceno for a classic Ernie Ball 1970’s themed creative that highlighted the world’s best-selling guitar strings as the perfect gift for musicians.
Spanning digital, film, print, animation.
Role: Creative director // Executive Vice President of Marketing
Paul Cauthen is a modern-day Texas troubadour with country roots and a rock and roll soul. A highwayman who lives life and writes music his own way.
At Firestone Walker, Texas is a top 5 market. To deepen our roots in the lone star state we partnered with Paul on a campaign which included a documentary, digital ads spots, out of home and retail point of sale.
My first full-length documentary produced for Directv under Guitar Center Films. While reading Slash’s autobiography, the idea struck me to reframe the stories told in a documentary format, featuring many of the artists and personalities featured in the book. I shared the concept with Slash’s manager, Jeff Varner and then brought Directv on board to finance and broadcast the project.
The film features Slash and his incredible backstory alongside an A-list roster of artists including Dave Grohl, Lemmy, Joe Perry, Jerry Cantrell, Nikki Sixx, Alice Cooper, Matt Sorum, Duff McKagan, and many more.
The filmed aired in primetime on national television in over 100 million households, and subsequently internationally in Europe, South America, Canada, and Japan. The film was also released on iTunes, Amazon and on Bluray.
At Guitar Center is a multiple award-winning web series featuring many of the world’s most influential artists. Filmed in the famed Guitar Center Hollywood Vintage Room, the campaign aims to highlight the incredible moments that happen inside the walls of Guitar Center, as well as the inspirational performances by the artists we provided a platform to explore their music to massive audiences.
We shot over 100 of these. Here are some of my favorites. Enjoy.
Role: Vice President Brand Experience and Entertainment Marketing // Creator // Producer
While head of the brand experience, entertainment marketing, and media production at Guitar Center, the team and I were responsible to the writing, development, and production of Guitar Center’s national broadcast brand and retail television and digital media spots.
In addition to traffic-driving retail spots, we also created and produced Guitar Center’s first Super Bowl television spot with Questlove of the Roots as part of the ‘Greatest Feeling on Earth” brand campaign which also featured Metallica’s James Hetfield, DJ Steve Aoki, and songwriter Colbie Caillat.
Role: Vice President Brand Experience and Entertainment Marketing // Writer // Producer // Creative Direction
A 10-part documentary series featuring acclaimed singer-songwriter Jake Smith (a.k.a The White Buffalo) as he crafts his latest album. Jake relies on Ernie Ball strings to produce his signature sound, so the organic integration of Ernie Ball acoustic strings was seamless and pure.
Over 1MM views of the series in the first three months.
Role: Executive Vice President Global Marketing // Creative Director // Producer // Writer
Short film to unveil the new Ernie Ball Music Man Cutlass RS guitar, featuring country superstar Hunter Hayes.
Role: Executive Vice President Global Marketing // Creative Director // Producer
As part of the launch campaign for the 2018 StingRay RS guitar we shot this promo spot with Steevis from The Fever 333.
Role: Executive Vice President Global Marketing // Producer // Creative Director
Global print, digital, film, OOH, and in-store POS campaign for the world’s most iconic bass - The StingRay. In 2018 Ernie Ball re-imagined the bass for the first time in three decades. To celebrate this landmark event, we produced a film with Sterling Ball, steward of the Music Man company, and design division.
Global campaign. Translated in 10+ languages. More than 4,000 instruments sold totaling $8MM in sales.
Role: Executive Vice President Global Marketing // Creative Director
Ernie Ball’s 2018 product catalog. Featuring global Colors of Rock ‘N’ Roll campaign “Hero” artist campaign, company history and 60+ pages of products. Distributed globally in more than 10 languages. Excerpts of the catalog featured here.
Role: Executive Vice President Global Marketing // Creative Director
When Tabasco signed Sterling “Big Poppa” Ball as a 2018 BBQ ambassador for their “Flavor Your World” campaign, they commissioned us to produce a series of high-quality BBQ videos featuring Sterling, his recipes and Tabasco products.
We developed a new approach to filming BBQ, delivering Tabasco 16 pieces of exclusive content in 4k along with high-quality product and receipts creative assets.
Role: Creative Director // Producer
The launch of Ernie Ball’s most ambitious guitar string “Paradigm” featured a multitiered global campaign spanning print, digital, broadcast, OOH and retail. Highlight include the viral “Stronger Than” series with top artists such as Metallica, Blink 182, Thrice, The Cult, Steve Vai, Avenged Sevenfold and countless others.
Role: EVP Global Marketing // Creative Director
We re-imagined the iconic Halloween saga with Ernie Ball artist and virtuoso Jason Richardson as the iconic slasher - Michael Myers. Fun short viral film to stir up some excitement with guitar players and capitalize on the hype for the latest Halloween film.
Role: Creator // Creative Director
Print, digital, and content campaign for Ernie Ball’s pick line - Everlast.
Role: Executive Vice President Global Marketing // Creative Director
Campaign for Ernie Ball’s new line of instrument cables. A mix of illustration and lifestyle photography in bold, bright colors that celebrates the iconic colors Ernie Ball made famous in 1962.
Role: Executive Vice President Global Marketing // Creative Director
Print, digital and film campaign for Ernie Ball’s Expression Series effects pedals.
Role: Executive Vice President Global Marketing // Creative Director
Campaign for Ernie Ball’s guitar tuner - Flextune.
Print, digital, content. Global use.
Role: Executive Vice President Global Marketing // Creative Director
Print and digital campaign for Ernie Ball Music Man Jason Richardson.
Global print, digital.
Role: Executive Vice President Global Marketing // Creative Director
Campaign for Ernie Ball Music Man’s 2018 line of St. Vincent guitars. Print, digital, OOH, in-store POS. Creative assets work alongside our “Disruption By Design” film with St. Vincent.
Global campaign. Translated in more than 10 languages.
Role: Executive Vice President Global Marketing // Creative Director
Campaign for Ernie Ball’s Expression Tremolo pedal. Print, digital, content, in-store POS, packaging design.
Role: Executive Vice President Global Marketing // Creative Director
Delivering a brand strategy for a $2B+ brand with over 10,000 employees nationwide, we developed a concise brand guide complete with vision and mission statements, demographic detail, style guide rules, and brand history. Over 10,000 copies were printed and delivered to each employee and presented at the annual board meeting.
Role: Vice President Brand Experience and Entertainment Marketing
Ernie Ball’s partnership with rock icons, Metallica for an exclusive retail promotion with Guitar Center. Customers would enter codes found in packs of Ernie Ball strings for their chance to win a day at Metallica HQ with James and Kirk.
Print, digital, exclusive content.
Role: Executive Vice President Global Marketing // Creative Director
Print, digital and content campaign for Ernie Ball’s 40th Anniversary Volume Pedal. Global execution. 10+ languages.
Role: Executive Vice President Global Marketing // Creative Director
Global campaign for Ernie Ball’s Slinky Flatwound bass strings. Print digital, content.
Role: Executive Vice President Global Marketing // Creative Director
Promo spot for Ernie Ball Cradletune.
Role: Executive Vice President Global Marketing // Creative Director
Concept Development for Ernie Ball’s NeverRust.
Role: Executive Vice President Global Marketing // Creative Director
Sonic Origins is an original short film series produced in collaboration with Virgin Hotels for Lollapalooza. Featuring Ernie Ball artists from the festivals and sharing the stories behind their songs.
Role: Executive Vice President Global Marketing // Creator // Producer
One of the first goals after joining the Ernie Ball family was to re-builid the web platforms in a format that was responsive, customizable and global. Working closely with our in-house team and partners at ANML, we completely re-built the platform from the ground up including a custom CMS, store front, e-commerce back-end and global formats that were easily translated and managed by global offices.
Role: Executive Vice President Global Marketing // Creative Director
Campaign and film for the Ernie Ball Music Man Valentine guitar. A collaboration between the Ball family and James Valentine of Maroon 5.
Global effort. Print, digital, OOH, film and in-store POS.
Role: Executive Vice President Global Marketing // Creative Director // Producer // Director (film)
Guitar Center’s artist campaign spanning print, digital, OOH and in-store highlighted music’s most influential voices inside the walls of the world’s most iconic music retailer. Over 70 artists were feature ranging Travis Barker, Quincy Jones, RZA, Kanye West, Avenged Sevenfold, Green Day, Eric Clapton, Slash and many more.
With the HQ’s of Ernie Ball based in both Coachella and San Luis Obispo, California, it was key that we create a space in Los Angeles for our artist relations team to base out of. Crafted to mirror the showroom in our SLO office, the showroom is located in one of the top rehearsal studios in the city, Ernie Ball’s showroom is a mainstay for our top artists to visit with our team, pick up the gear they need and demo new products.
Role: Creative Director // Executive Vice President Global Marketing
Guitar Center’s monthly direct mail strategy was built around three (3) monthly magazines/catalogs across the Guitar, Tech and Drum verticals. The catalog mailed to more than 800,000 customers each month, making it the largest music publication in the world.
Each month the magazines featured a cover artists, interview and companion film piece. Over the lifespan of the magazine more than 100 cover features were completed with many of the world’s largest artists including Eric Clapton, Alicia Keys, Linkin Park, Lenny Kravitz, KISS, Green Day, Brian Wilson, RZA, Questlove, Quincy Jones and countless others.
Campaign for Ernie Ball Music Man’s 40th Anniversary StingRay guitar “Old Smoothie.” To celebrate four decades of one of the world’s most influential instruments, we produced a short film highlighting the iconic story of Sterling Ball and Leo Fender as well as creative materials that spanned print, digital, in-store POP and film.Role: Executive Vice President Global Marketing // Creative Director // Director
Print and digital campaign for Paradigm 3-pack.
Role: Executive Vice President Global Marketing // Creative Director
The launch campaign for Music Man’s re-imagined Cutlass and StingRay guitars. Based off Leo Fender’s original 1970’s Music Man designs, the engineering team at Ernie Ball remastered these instruments to deliver unparalleled performance and playability.
Role: Executive Vice President Global Marketing // Creative Director
My debut campaign with John Petrucci for his Ernie Ball Music Man guitar collection. Photoshoot, print, digital, film, in-store POS and more.
Role: Executive Vice President Global Marketing // Creative Director // Producer
Promo spot for Ernie Ball’s locking guitar strap.
Role: Executive Vice President Global Marketing // Creative Director
When Brian Ball partnered up with Central Coast Brewing to develop Ernie Ball’s new beer - Six String IPA, we documented the making of process for a short film highlighting how the beer came to be and the importance of collaborations between two central coast manufactures.
Ad campaign for St. Vincent’s Ernie Ball Music Man signature guitar.
Role: Executive Vice President Global Marketing // Creative Director
The Sound of Warped is a series create to amplify Ernie Ball’s two decade long partnership with the Van’s Warped Tour. More than two thirds of the bands on Warped Tour play Ernie Ball, which is a testament to the brand’s entanglement in the music zeitgeist.
Throughout the tour we featured influential Ernie Ball artists and how they crafted their sound on one of the summer’s most grueling tours.
Alternative Press served as our media partner, debut each episode to their audiences weekly.
Artists include Motionless in White, Pepper, The Color Morale, Real Friends, New Found Glory and more.
Role: Executive Vice President Global Marketing // Creator // Producer
A short film with YouTube superstar Mackenzie Johnson to launch Ernie Ball’s Ukulele strings. Filmed in NYC over two days the piece touches on how today’s most influential artists have found new ways to connect with their audiences through direct content platforms and the creative process they undertake to share their music with the world.
Promo spot for Ernie Ball’s tap temp guitar pedal.
Role: Executive Vice President Global Marketing // Creative Director
Promotional spot for Ernie Ball’s pick buddy guitar accessory.
Role: Executive Vice President Global Marketing // Creative Director
Film for John Petrucci’s exclusive $10,000 Ernie Ball Music Man Nomac guitar. A limited edition guitar created by Ernie Ball to celebrate John’s new album. 10 available worldwide. Sold out in 1-day.
Role: Executive Vice President Global Marketing // Producer
Short film for Music-Man.com highlighting the Music Man factory and how guitars are made in San Luis Obispo, California.
Role: Executive Vice President Global Marketing
Print and film campaign for Ernie Ball Music Man’s John Petrucci JP16 guitar.
Role: Executive Vice President Global Marketing // Creative Director
Short film featuring Lenny Kravitz At Guitar Center for a photoshoot, magazine feature and content special.
Role: Vice President Brand Experience and Entertainment Marketing // Producer
Get Out of The Garage was a multi-year collaboration I developed with Converse in support of their RubberTracks studio in Brooklyn. Created to entangle both Converse and Guitar Center with musicians across the U.S. by offering them a career-altering opportunity to win studio time at Converse Rubbertracks, a live performance on Jimmy Kimmel Live, thousands of dollars in gear and global awareness. The program annual received more than 10,000 bands submitting music for their chance to be selected.
Role: Vice President Brand Experience and Entertainment Marketing
When Sterling Ball, Steve Vai, John Petrucci, Steve Lukather and a slew of other guitarists teamed up to record “The Mutual Admiration Society,” we were asked to produce a global marketing campaign and key art for the release on Mascot Records.
From key art to album packaging, digital assets, official websites and album content, we produced a complete package for the label and global distributors for an album that reached #1 on the iTunes blues charts.
Role: Creative director // Producer.
