SABIAN and renowned percussionist Jojo Mayer sought to create a new cymbal that offers a full spectrum of sounds, from a washy crash to a crisp ride, in one versatile instrument.
Our goal was to develop a brand and visual identity that reflected the cymbal’s sophistication and high-end appeal.
Creative Director
Campaign concepts
Storyboards / shot lists / direction
User experience design
Video production
We launched the Transcend Labels digital campaign with mysterious teasers on social media and YouTube, featuring Jojo Mayer’s soundtrack on the Anthology cymbal to build anticipation. The campaign continued with videos of Jojo demonstrating the cymbal's range and jamming in a signature performance.
Renowned drummers shared their impressions on social media, driving traffic to a custom Anthology landing page. The microsite showcased the brand with striking product visuals, dynamic video content, and detailed infographics tailored for technical drummers.
