Taylor held a marginal position in the non-cutaway acoustic market. The Gold Label collection needed to register as a new direction for the brand, not another model in the catalog.
Anchor the launch in a single artist-led hero film, so the guitar's character came through performance rather than specs. [Describe the visual language: palette, lighting, locations, and why they fit this collection.]
[One or two lines on what the film had to carry: who it was speaking to, what it had to prove about the collection, and why it works through performance rather than specification.]
Directed and produced the hero film, then directed the environmental and lifestyle photography that carried the campaign across [channels]. [N] assets delivered.
[One or two lines on what the shoot actually required: crew size, location constraints, the setup that made the hero shot possible.]
The collection went on to carry two artist signature models, released a year apart and given the same level of support. I directed both launch campaigns, extending the Gold Label visual language into artist-led work that stands on its own.