yAMAHA

My Role: Campaign ideation, creative direction

Talent: Twin Shadow, Andrew Aged
Creative Producer: Annie Hunter
Director: Emily Winiker
DP/Photography: Charles Baldini, Raul Gasteazoro

Yamaha approached InsideHook to create a white-label content campaign around the launch of their Revstar guitar line, telling us only that they wanted the concept to reflect the idea of “meeting your other half.”

We enlisted famed musician Twin Shadow for a “musical experiment” in which he would join another guitarist — one whom he had never met or played with — to create a piece of music in real time with no prior conversation or rehearsal. He expressed a great admiration of Inc No World’s Andrew Aged, and a few phone calls later we had our pair.

We recorded two individual pieces analyzing each artist individually and where they draw inspiration from, before bringing them together in a completely stripped-down environment to communicate using only their instruments.

I think the results speak for themselves.