Music & Arts - “Hold On”

Over a year ago, Music & Arts began developing its very first brand commercial. With big ideas and little resources, we kept circling back on the phrase "Hold On." To us, in relation to music, it had multiple meanings. On one hand, it was quite literal: Hold on to your instrument. On the other hand, it was wonderfully etherial: Once music takes hold of your life...hold on! Music changes everything.
Satisfied with both meanings, we set out to tell that story using only hands. Over the course of 4 weeks, we were fortunate enough to shoot at a multitude of Music & Arts retail locations, with a handful of music students at Berkeley Springs Highschool in WV, and at the prestigious Strathmore Music Center in Bethesda, MD. Finally, bookending the piece, is a simple story of a father, a daughter, and the power of holding on to one's very first musical instrument. Not only does music change everything. It enriches as well.