Every year the Dunlop creative team looks ahead at the coming year and brainstorms a new look and feel for our campaigns. For 2017, we decided to burn it all to the ground. Gone are the warm, seductive closeups of product in aspirational band practice spaces. Gone are the beautiful but languid videos lovingly depicting an earnest male guitarist honing his craft by low light. For 2017, we're going bolder, louder, starker; lighting inspired by Helmut Newton's color photography, hyperactive video editing with oversized type that wouldn't look out of place on early-90s MTV, and a focus on celebrating the Girl Guitarist. So far, it's raised the hackles of a portion of the brand's male-dominated usership and created a "spirited dialogue." Good.