SCOPE: Campaign / Copy / Creative Strategy
I created the "Believe What You Hear" campaign on behalf of ZT Amplifiers, a guitar amp company whose very small, very powerful amps are trusted by working musicians around the world. ZT has always competed against the perception gap – how can an amp that small be stage worthy? – so we cut right to the chase with the tagline. The digital and print ads were as no frills as the amps... just the tag, the product, and creative that crackled with the energy of live performance. This particular one was for Lee Ranaldo from Sonic Youth’s custom model amplifier.
