Commercial and Video Production

The commercial was primarily for a series of advertisements to complete the Gibson Legacy and This is My Gibson campaigns. An idea for a creative strategy could be The Gibson Legacy; a marketing campaign focusing on the generations for Gibson guitars throughout the entertainment industry. The Gibson Legacy and This is My Gibson could hit many generations in an emotional way and invite the audience to try something new but considered classic.

I don't believe the Legacy concept has been used for marketing purposes this way. Gibson has relied on its legacy and brand loyalty for decades by offering remakes of "legendary" designs. However, the side by side comparison of the Gibson experience has never been exploited to the fullest. This strategy could be a great way to build emotional relationships with target audiences ranging from the young to the old.

For the video Shoot I decided to go with a man in his early 20s and show off his collection of Gibson guitars. I decided to use the Canon 7D DSLR camera with a 35 mm lens, and a softbox lighting kit. We went into the photography studio and pulled down a gray background; the talent brought his equipment and played live for the B-Roll takes. With the help of the director of photography we decided to go with a dramatic lighting to convey the guitar in a soft yet legendary way. Once everything was set up the talent delivered his lines as related to him as possible.

In post-production the video was edited down to a minute commercial for web advertising, and then a 30 second commercial for all kinds of media. The audio was edited in Pro Tools where the talent's voice was brought up with EQ and compression and the guitar was edited with EQ so that the voice of the talent count come up through the mix.