Updating a legacy guitar for contemporary players.

The remastered X Series gets an inspiring new look and feel.

The Martin X Series is a successful line of affordable and versatile guitars with beauty and tone similar to the legends Martin has been crafting since 1833. The campaign’s goal is to let players know that this is a new, remastered X Series – the guitar they know and love but with sweet enhancements players will enjoy. The digital-first campaign includes video, banners, social and other tactics. The message is simple: new features will help unleash your inner creativity. It’s the one guitar to take along on your creative journey.

CLIENT

C. F. Martin & Co.

SERVICES

  • Digital + Print Advertising
  • Social Media
  • Video
  • Photography
Three animated banner ads showing musicians playing Martin X Series guitars. The headlines read: pretty. rugged., Play whats in your heart, non-stop-action.
Print ad for the Martin X Series, showing a young woman playing guitar while lying on the floor, surrounded by her favorite things. Her tuxedo cat is just stepping into frame at the top.
A Martin X Series guitar is lying on a wood floor, surrounded by album covers for various artists, a soft guitar case, a coffee mug, and copies of Martin Journal
An example of a sponsored social media post, with black and white images of a guitarist playing a Martin X series guitar. The text in the panels reads: pretty. rugged. non-stop action. built for comfort. the remastered x series
A social media post for the Martin X Series guitar is shown on a mobile phone. It includes text about how rugged and easy to play the guitar is, and features a black and white photo of a musician playing one with a joyful expression
A collage of four warm-toned photos of an artist in a dressing room playing a Martin X Series guitar
A screenshot of the website landing page for the Martin with the heading: the remastered X series over a black and white photo of a guitarist in a backstage setting
A screenshot of the Guitar World website, showing Martin X Series web skin advertising around the content
A collage of diverse musicians playing Martin X Series guitars in various settings, including homes, dressing rooms, onstage, backstage, outdoors, and in studios
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