These two ads for the Seymour Duncan Custom Shop were created for Vintage Guitar magazine. Since their editorial focus and readership is less about playing guitar and much more about the instruments themselves, we needed a different approach from the "Own your tone/Find your flow" advertising we created the mainstream guitar magazines. The photographs in Vintage Guitar and other guitar-collector magazines fetishize the instruments, highlighting every curve and detail. I wanted to fetishize the pickups instead, using natural light and shallow depth of field to show that these components could not only change the sonic flavoring, but were also as sexy and beautiful as the instruments themselves.