The Guild Guitars video series challenged us to create distinct visual identities across multiple product launches. We developed a cinematic approach that balanced intimate instrument details with dynamic performance captures. Each shoot demanded precision lighting to showcase the guitars’ features while maintaining a dynamic and engaging environment.

Over 20 videos were created, ranging from performance demos, feature breakdowns, social media ads, and commercial launch promos.

Director: Justin Langstaff

DP: Gavin Ash

Steadicam: Loren Hamilton

For the electric guitar series, we transformed a downtown loft studio into a laid-back performance space. We made it look as if natural light poured through industrial windows, the exposed brick walls and worn wooden floors provided the perfect backdrop for Guild’s electric lineup, striking a balance between urban edge and vintage charm.

The performances were captured with flowing steadicam movements, and product shots with a slider, maintaining the premium feel essential to the Guild brand.

The Polara guitar series called for a more energetic shooting style – we incorporated handheld sequences and lively editing to match the instruments’ bold characteristics.

For the Guild 300 launch, we utilized a combination of sweeping steadicam movements and macro slider shots, creating a visual journey from broad artistic scenes to intricate craftsmanship details.

Our acoustic sessions took a different direction, employing steady, elegant camera work and warm lighting to complement the intimate performances. Through careful pre-production planning and strategic shot selection, we delivered a cohesive yet varied series that elevated Guild’s brand while maintaining individual character for each product line.