The legendary inventor of the first FX stomp box, Maestro, returned to the world of pedals with the launch of five new FX boxes. I was commissioned by D/CAL, a culture-driven brand agency out of Detroit, to develop a series of custom audio visualization algorithms to generated high resolution graphics from tracks produced using each pedal. Each of the five FX pedals had a unique algorithm that produced visuals with an aesthetic character similar to the sounds produced by the box.
The campaign D/CAL launched was called Shape your Sound to invoke the sense of artistry involved in using FX pedals to design a signature sound.
The process.
Gibson’s songwriter and guitarist composed 30 second songs for each pedal to highlight that pedal’s sound. I ran the guitar parts of each song through the algorithm for that pedal, resulting in high-res vector graphics and HD video. Those graphics and videos were then used by D/CALs designers to develop print media and online graphics for broadcast and social platforms..
A little history
Maestro invented the idea of the guitar stomp box FX with the Fuzz Tone in the late 1960s. in 2021 they were releasing an updated Fuzz Tone along with four other new pedals and this campaign was the announcement of this historical return.
The project also included an audio responsive landing page I built as a teaser site for the launch announcement.
