My team reinvented the "guitar gear demo video" more than once. In the early days of YouTube, guitar companies would point a camera at their product and an aging rocker in stonewashed jeans would waffle on for ten minutes. We turned all that on its head with our "White Room" demos- clean white cyclorama, no narration, younger, more relatable players- our intent was to broaden our audience. It worked. Really well. The industry took notice and borrowed our approach to the point where it became the new standard, and we now had an opportunity to reinvent the guitar pedal video for a second time.

We wanted our videos to look like a day (ok, a slightly idealized day) from our customers' own lives. We designed and built a "Loft" set, decorated based on the tastes of our fictional guitar-playing "roommates," each representing a different type of player, a different sub-culture. The Loft remains our set for all our product videos, as we weave stories around Dunlop products and players, while our 60k+ YouTube subscribers (35m+ views) become increasingly connected to the characters and the brand.