Studio Gibson

The Relationship

Tommy Alastra Productions (TAP Inc.) and The King Collective created Studio Gibson, the flagship entertainment series for Gibson Brands. It looks at music and pop culture through the eyes of innovators in film, fashion, sports and entertainment, with Gibson instruments at the center of each story.

The Challenge

After the Philips acquisition, Gibson Brands set out to connect with new audiences: men and women, of every age.

What We Did

• Created Studio Gibson, a series made to appeal to every demographic
• Filmed artists and creators telling their own stories and playing Gibson instruments
• Featured the Gibson family of brands, including Epiphone, Baldwin, Chickering and Gibson Pure
• Ran the campaign around it: targeted advertising, sweepstakes and contests, audience loyalty trivia games, product microsites and transaction sales
• Distributed it through paid and social channels, and through point-of-sale platforms including iTunes and Amazon