VOX CASE STUDY

Our Team received direction from the Sales department to announce the new Hand-Wired amp series at NAMM, even though no firm distribution dates were confirmed and no physical products were yet available. To move forward, we had to get creative — using a standard amp and disguising it as the new model to generate buzz and excitement around the announcement.

For an entire year, there were no units available to sell. The series included four amps, but only two were set to launch the following spring, with the remaining two planned for a summer release. To sustain momentum, we developed a comprehensive storyboard that featured all four amps, designed to serve as the foundation for the final campaign video.

In the meantime, we produced separate content for each of the early-release models, using the storyboard as our creative guide. Through strategic photography, teaser visuals, and sound samples released over several months, we maintained interest and anticipation. While we likely missed a portion of immediate consumer sales, our creative pivot ultimately helped preserve excitement and reinforce the brand’s reputation.