Adorama: Adorama Music
Adorama brought me in to launch a whole new category: Adorama Music. Built inside the #CreateNoMatterWhat campaign, hinging on one idea: wherever you are on the journey, Adorama's there.
director · creative direction Part of Adorama's #CreateNoMatterWhat campaign, a Shorty Awards finalist. It moved Adorama from a retailer to a creative ally, and spun off into the AMPLIFIED and Behind the Music series.
The Journey.
The film that launched Adorama Music, part of the #CreateNoMatterWhat campaign. It follows musicians from the garage, to the studio, to the stage, on one idea: gear is only as good as the stories it helps you tell.
Play · The film ✳ Adorama Music: The Journey · 2020 From the garage to the studio to the stage.
Three rooms, one through-line: keep going. The film moves with the band as the gear gets better and the rooms get bigger, but the reason never changes.
Where it starts
Cheap gear, loud rooms, and the first songs nobody asked for. The beginning is rough on purpose.
Where it sharpens
The take after the take after the take. The slow work of turning a feeling into a record.
Where it lands
Lights up, room full, the same players a long way from the garage. Same drive, bigger room.
✳ Adorama Music: The Journey · #CreateNoMatterWhat Strategy, the shoot, and the client in the room.
I led Adorama Music: The Journey as creative director. I set the strategy, directed the photo and video, shot a chunk of the stills myself, and was Adorama's main point of contact from the first call to the final cut. Rad Animal came on to help with the production.
- StrategyShaped what the campaign needed to say, and to whom.
- Creative DirectionOwned the creative from concept through final delivery.
- Photo + VideoDirected the shoot and shot a portion of the stills.
- Client LeadAdorama's main point of contact, start to finish.
Create no matter what.
#CreateNoMatterWhat · the line the whole campaign hangs on
The hero film was built to travel. I cut it into shorter spots for the individual products across the campaign, each brand getting its own version. This is the Beat Machine ad.
Play · Beat Machine spot ✳ Beat Machine · a product cut from the campaign film 
"Gear is only as good as the stories it helps you tell."
The one idea the film hangs on
