This global launch campaign is rooted in a deep understanding of the working musician. There are around 20-million of them globally. This group has become wildly diverse, and they’ve diversified the ways in which they create and build their audiences. So, while there's no one journey, process, or motivation - they all look for "The One" guitar than can do it all. And that's the reimagined Les Paul Studio.

From strategy and creative development to full in-house production, print to socials, retail packages to regional support, this is a full global product launch campaign, featuring a 1:00 anthem.