Maestro "Shape Your Sound" | Global Brand Launch

Gibson Brands


  • Design
  • Social Media
  • Brand Strategy
  • creative
  • copywriting
  • Brand Voice
  • Social Media Content
  • Brand Positioning
  • Video Campaign
  • creative direction
  • cgi
  • art direction
  • 3D Animation
  • Social Media Strategy
  • Campaign Launch
  • Campaign Development
  • Brand Narrative
  • Launch Planning
  • Design and Copy


To be called “legendary” is to have shaped music as we know it. From Townshend to Harrison. Clapton to Frampton. The Rolling Stones to the Raconteurs. They all found their signature sound. A sound so uniquely shaped by effects - it changed everything. While the impact they had on the lineage of music is also unique, many have one thing in common - Maestro guitar effects pedals. So, while not everyone has heard of Maestro. Everyone has heard Maestro. It doesn’t matter what you play. As long as there are sounds being made, there’s room for new legends to be made. Maestro exists for one thing and one thing only - to help you shape your sound.

To support the relaunch of this iconic brand from the 60s, D/CAL developed a fully integrated, global marketing campaign to inspire both the obsessive musicians as well as the casual players who want to take their music to the next level. We let the pedals do the talking by teaming up with visual effects artist, Alex Braidwood, who created a custom algorithm that linked unique visuals inspired by the pedal graphics themselves with sounds generated by the pedals to create stunning visual depictions of a wide array of sounds that were deployed across a range of static and motion content in store, in print, and online.