Art Direction • Design

Since the ’70s, MXR has been synonymous with utilitarian simplicity in analog electronic effects. As the brand prepared to launch its first line of instrument cables, I led the design team in creating a series of social media pieces that helped define its future marketing trajectory. The campaign employed an ultra modern analog approach of high-contrast stop-motion photography, coupled with dramatic typographic movement in Helvetica Bold to highlight key product features and benefits. The result? A fresh, analog-inspired look that elevated MXR cables into one of Dunlop’s top-selling product lines.