The team at Guild came out with a wicked, semi-hollow electric guitar with a six-in-line headstock called the Starfire I Jet90. My task in marketing this guitar was to launch a worldwide advertising campaign to maximize initial sales and drive interest to global distributors.

I’d be lying if I didn’t have an immediate draw to this model. It’s oozing with attitude and style. If guitars convey human charisma… this one is James Dean.

My initial reaction around this guitar was that it had a very “cafe racer, moto, biker” vibe. This was partly due to it coming out in colors that are often seen in the moto world: gold, black, and white. So, I was excited to go down that road, full throttle (pun intended).