Gibson’s main rival, Fender, had dominated the 3/4 scale guitar market (kid’s sizes) for decades. Enter the Power Player line of guitars, featuring Iconic Les Paul and SG body shapes, at youth sizes, with better quality. These aren’t just a first guitar, but a forever guitar.Our SubMethod approach dove into the motivations of parents, kids, and guitar instructors to better understand the dynamics at play. Resulting in a global, integrated launch campaign that included a dedicated website experience, digital display, social content, in-store POP materials and print ads.We took a “content factory” approach for the shoot — 4 different sets in one location to cover interviews, scripted content, and product photography.