Jackson Guitars needed more than a product launch. They needed a reintroduction. Having grown up in the hardcore and metal scenes, I didn't need much translation from the brief. My lived experience informed everything — the positioning, the strategy, and the creative direction across video, photography, print, and digital. The work centered on helping Jackson find the right visual language and copy to reintroduce an iconic brand while launching their first made-in-America flagship guitar, the American Series Soloist, across owned channels, paid media, and retail.