It was time to bring the Cry Baby effect back into musicians consciousness. In a departure from the brand's previous hi-gloss, monolithic advertising- developed a design direction that was more behind the scenes, i.e., rehearsal space and soundcheck. Creating a gritty, stop-motion, xerox'd, 2-color vibe, the designs tap into a younger and more punk/psych-rock audience—resulting in a sharp boost to online sales and significantly increased social engagement.