d'addario & CO


D'Addario is the largest string and music accessory manufacturer in the world. The company's marketing, packaging artwork, print ads, and social content are all conceived and executed by a small team in NY. I currently work here as an ACD overseeing all video, digital, print, and apparel. 



Our new flame treated FireGrain sticks are our most durable sticks out there, lasting even the hardest hitting drummers several shows at a time. Anderson .Paak joined us for a series of playful videos showing off his technique and unique style as a FireGrain drummer. 

Role: Art Direction, Set Design, and Motion Graphics. 


namm 2017  

The NAMM Show is the definitive platform for the music, sound and event technology communities to unite with the mission of strengthening the music products industry and promoting the pleasures and benefits of making music. My team and I were responsible for designing the displays and experiences for the products that lived in our newly designed booth. 

Role: Art Direction and Design


A very D'addario Christmas

We set out to the subways of New York City to give back to all the musicians who give us the gift of music everyday. 

Role: Art Direction, Costume Design, and Set Design.  



Our most premium electric guitar strings. We created a campaign highlighting our commitment to our craft by showcasing guitar players who were known for doing the same to theirs. Players who were featured were Nile Rogers, Tosin Abasi, and Chris Sholar.

Role: Art Direction and Set Design.


d'addario singles 

We designed a fun living room set inside our office where we can create quirky, problem-solution videos to help our fans with their everyday music issues. These videos go across all brands to create a unified world of D'Addario Singles. 

Role: Art Direction, Set Design, and Motion Graphics.



World-renowned Pipe Band drummer and Drum Sergeant, Stephen Creighton, helped launch our first Promark pipe band stick with his signature line as well as our new Evans snare drumhead in our first co-branded series of ads.

Role: Art Direction 



Calftone drumheads are a synthetic alternative to traditional calfskin. These heads bring out the best of a vintage kit and evoke a classic appearance and sound from modern drums. The ads were created to give our product a nostalgic old school look with a modern twist. 

Role: Art Direction


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