Be A Boss
Inspired by my passion for guitar and music, I created a self-initiated/spec campaign for BOSS—the industry leader in guitar pedals and effects whose products have been used by some of most famous artists and musicians of all time.
The Campaign
Featuring iconic musicians known for using BOSS pedals,
“BE A BOSS” highlights the way each guitarist shapes
and controls their own signature sound through the
different combination of pedals they choose.
“BE A BOSS” highlights the way each guitarist shapes
and controls their own signature sound through the
different combination of pedals they choose.
The secondary tagline “More________.” promoted the
idea that you can never have enough effects.
idea that you can never have enough effects.
Custom type treatments were combined with a graphic visualization of each effect’s sonic waveform as viewed through an oscilloscope.
Color & Typography
The color-coded system assigned each individual pedal to a separate hue. Highly saturated and vibrant neon colors communicate the energy of music and also represent a live electric current.
Neue Haas Grotesk by Christian Schwartz was chosen for its precise clarity and to reflect the utilitarian functionality of the pedals themselves.
Neue Haas Grotesk by Christian Schwartz was chosen for its precise clarity and to reflect the utilitarian functionality of the pedals themselves.
The campaign utilized a flexible grid system.
Motion
The motion system brought the typography to life,
simulating a kinetic, visual representation of each
pedal effect.
simulating a kinetic, visual representation of each
pedal effect.
OOH
Social
Print
TV End Card
Agency:
Studio B
(Spec Work)
Client:
BOSS
Sector:
Music
Type:
Campaign
What I Did:
Everything
Studio B
(Spec Work)
Client:
BOSS
Sector:
Music
Type:
Campaign
What I Did:
Everything
This was a self-initiated personal project inspired by my passion for guitar and music.
Challenge:
Guitar sales are down and guitar-based music is being challenged by the popularity of new music genres. BOSS pedals needed to create a campaign that generated excitement and re-captured the iconic and innovative spirit of the brand as well as their diverse lineup of products.
Insight:
Guitar players are addicted to collecting pedals and can never have “enough.”
Solution:
“BE A BOSS” is a campaign that highlights the way each guitarist shapes and controls their own signature sound through the different combination of pedals they choose. Informed by the insight that guitarists love to collect pedals, a secondary tagline “More________.” promoted the idea that you can never have enough effects.
Visually striking, animated posters combined custom type treatments with a graphic visualization of each effect’s sonic waveform as viewed through an oscilloscope.
Neue Haas Grotesk typeface by Christian Schwartz was chosen to reflect the utilitarian functionality of the pedals themselves while highly saturated and vibrant neon colors communicate the energy of music and also represent a live electric current.
Finally, the campaign also uses photos of real musical bosses—iconic artists and musicians known for using BOSS pedals.
Result:
The campaign is both a celebration of the past and a look towards the future—empowering customers to take control of their creative and musical destinies.
Challenge:
Guitar sales are down and guitar-based music is being challenged by the popularity of new music genres. BOSS pedals needed to create a campaign that generated excitement and re-captured the iconic and innovative spirit of the brand as well as their diverse lineup of products.
Insight:
Guitar players are addicted to collecting pedals and can never have “enough.”
Solution:
“BE A BOSS” is a campaign that highlights the way each guitarist shapes and controls their own signature sound through the different combination of pedals they choose. Informed by the insight that guitarists love to collect pedals, a secondary tagline “More________.” promoted the idea that you can never have enough effects.
Visually striking, animated posters combined custom type treatments with a graphic visualization of each effect’s sonic waveform as viewed through an oscilloscope.
Neue Haas Grotesk typeface by Christian Schwartz was chosen to reflect the utilitarian functionality of the pedals themselves while highly saturated and vibrant neon colors communicate the energy of music and also represent a live electric current.
Finally, the campaign also uses photos of real musical bosses—iconic artists and musicians known for using BOSS pedals.
Result:
The campaign is both a celebration of the past and a look towards the future—empowering customers to take control of their creative and musical destinies.