THE BOSS EX-4 EFFECTS EXPANDER
Most multi-effects pedals are designed to save space. The EX-4 creates it — transforming your pedalboard from a fixed, four-walled pedal repository into a kaleidoscopic creative space without limits.
Our campaign lives in that space.
With its ability to augment, expand and recast what each pedal on your board is capable of, the EX-4 combats a very specific fatigue that plagues this consumer: "I've tried every pedal, seen every trick, multi-effects aren't for me."
The Brief: Prove them wrong.
BOSS CREATIVE TEAM: Beth Wawerna
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Marisa Velasquez-Rivas
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VIDEO PRODUCTION: Nick James Gordon & We Are Pixelforge
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PHOTOGRAPHY: Joby Sessions
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BOSS CREATIVE TEAM: Beth Wawerna • Marisa Velasquez-Rivas • VIDEO PRODUCTION: Nick James Gordon & We Are Pixelforge • PHOTOGRAPHY: Joby Sessions •
A NEW DIMENSION TO YOUR BOARD
EX-4 Launch Commercial
For the launch commercial, we brought this new dimension to life through four visual worlds (a nod to the pedal's four channels): vast, immersive, kaleidoscopic and surreal. Each one an expansion of the board itself, full of sounds and surprises to uncover.
Rather than getting bogged down in menus, specs and how-tos, we led with discovery and experimentation – positioning EX-4 as the "what happens if..." pedal that reminds even the most seasoned pedal lovers to keep exploring the space beyond their board.
For the music, we worked with artist Michael Blackwell on a legit rad backing track that shows off the incredible range of sounds hiding inside this pedal. Our thinking: if we're asking players to chase all-new dimensions of sound, the track should be unlike anything the BOSS audience has heard.
Four worlds, four spreads.
Shot on set alongside the commercial, our key art lives in the same space as the film, with each spread unlocking a new dimension of its own.
KEY ART
SOCIAL CUTDOWNS
Our :60 commercial also gifted us four :15 stand-alone cutdowns for organic social.
Yay.
