Jackson American Series Soloist Campaign
Jackson, the world’s premiere metal guitar brand, was preparing to launch their new corona-made American Series Soloist and was looking for an exciting way to reintroduce the brand. As the creative director of the rollout, Mortis provided extensive creative resources and elements that helped Jackson Guitars make informed decisions regarding how to best position both the iconic Jackson Guitars brand and this handmade guitar.
Via Jackson Guitars: Born in Southern California in 1980, Jackson was the first brand to embrace the needs of hard rock and metal virtuosos by providing instruments with feature sets that catered to high-velocity playing. Jackson has continued to revolutionize its high-performance craft over the last 40 years, while dominating the metal landscape as the industry’s leading shred machines. The all-new Jackson American Series is the next chapter in Jackson’s storied legacy, marking the first made-in-Corona flagship product line for the brand.
Equipped with all the essential attributes, the American Series Soloist™ SL3 leads the way in establishing a new standard in the premium high-performance category as it inspires players across the globe. Designed with our trademark metal style, the American Series Soloist SL3 comes in striking Gloss Black, Platinum Pearl, Riviera Blue or Satin Slime Green finishes with color-matched Jackson pointy headstocks and black hardware.
Campaign Development, Creative Direction, Strategy
Copywriter: Nathaniel Friedman