BOSS: GT-10B Multi-fx Unit U.S. Launch

I get called from time to time to work with agencies who need outside help. With this particular project, I was called to work on magazine ads for a piece of hardware for bass guitar players that started shipping in Q2 of 2008. It represents the latest and greatest in musical instrument digital technology and it’s the latest in a long line of similarly-named predecessors. Since the parent company is Japanese, very few of the edgy ideas can be considered viable options- the company normally chooses more conservative advertising messages. But agencies need to stay sharp and be able to deliver a wide variety of advertising approaches, just in case the client wants to go edgy in the future. I never want to get so set in my ways that a client feels that they need to look elsewhere to make slight campaign changes.

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