DW built a kit that refuses to choose: a real acoustic set that's also a full electronic rig. They brought me in to answer one question, how do you show a product that lives in two worlds? My answer was to stop choosing. Every layout tears down the middle and lets both sides share the page.

DWe is a hybrid: a real DW kit that plugs in. So the campaign never picked a side. Every spread rips down the middle and puts two opposites face to face, the tear itself doing the talking.

DW came to me with a product that was genuinely hard to explain: one kit that's both a real acoustic set and a full electronic rig. I led it as Creative Director and designer, with Art of Visuals for DW Drums. The work was strategy before craft, how do you make someone feel "two worlds, one kit" before they read a single word? I landed on the split: tear every layout down the middle, put the two sides face to face, and let the seam carry the idea. Then I designed it out, spread by spread.