Guitar Center — Editing & Color

At Guitar Center, I edited and graded artist features, product demonstrations, commercials, and social content for Guitar Center and Musician’s Friend. Working with producers and the social team, I carried projects through editorial feedback, color, and final delivery.

Selected work below includes a Fender product demonstration, a Steve Vai artist feature, and short-form social videos.

Fender American Vintage II 1961 Stratocaster Electric Guitar (Demo)

Crafting Your Guitar Tone with Steve Vai

Long-Form Video Performance:

• Produced 126+ videos aligned with Guitar Center’s marketing (product launches, artist features, in-store events).

• Generated 2,881,922 views, 31,013,366 impressions, and a 4.8% CTR—driving notable website traffic and an increase in in-store visits via on-site displays.

• Achieved a 32% average view rate, using analytics to optimize video length, messaging, and distribution for sustained product visibility online and in-store.

Short Form Social Videos

Working with Guitar Center’s social team, I edited short-form videos featuring new gear, artists, and promotional campaigns. The selection below includes product demonstrations, artist highlights, and a playful promotional piece, showing the range of content I helped bring to Instagram.

Short-Form Social Content Performance:

• Edited 60+ Instagram reels and Stories (gear demos, artist spotlights, quick tips), resulting in 5 million+ views, 159,000+ likes, and 3,000+ comments.

• Delivered polished, on-brand edits that resonated with the audience, leading to frequent user tags/shares and reinforcing product awareness online and on showroom screens.

• Collaborated with the social team to ensure the timely delivery of high-quality clips, contributing directly to increased visibility and engagement on Guitar Center’s platforms.

Partners:
Client: Guitar Center
Video Editor/Colorist: Richard Lutz