Garritan CFX
The Project
Garritan is a world-class leader in virtual instruments and sound libraries. They decided to do something that no one else in the market has done by capturing the Yamaha CFX grand piano in the legendary Abbey Road Studios.
This project was a mix of art direction and execution across multiple channels. Consisting of video, print, digital assets, website, and packaging, I oversaw the creative on the project and worked closely with the project managers, producers, and copywriters.
The Creative
The strategy of the creative was to showcase the instrument in the iconic space to allow consumers to imagine themselves in the space where these sounds were captured.
Secondarily we wanted to educate. To do this we created a coffee table book that outlined the entire process and showcased the microphone sets. We also created a behind-the-scenes video with the producers and creators of the product.
