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"After completing successful branding work for Martin Guitars, we turned an eye to the marketing of their strings," creative director Kelly Simmons explained. "Previous campaigns had been more focused on things like 'tensile strength'; though many view strings as parity products, we wanted the Martin brand to have more personality. If a guitar can gently weep, we thought, then surely it can demand to be strung with a better string. The resulting photography and production (lensed by Andrew Zuckerman, New York) provided a slight challenge: Retouching the strings to find just the right level of transparency to make the headline readable, while the product still looked believable."

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