D'Addario US approached it's EU creative team to create a campaign for the classical guitar strings market that aligned with the companies overarching ‘When You Know You Know’ campaign.

To naturally elevate us above stuffy classical guitar stereotypes, while simultaneously working within the new ‘When You Know You Know’ campaign, we aimed to utilise our amazingly talented artist roster to present D’Addario classical in a new, unconventional light — with fingers.

They’re the human contact that can bring a classical guitar to life. Their touch, their pressure, their pull, create the very sounds we enjoy.  And with the ability to master the manufacturing of the very strings they play, one thing is clear — When it comes to classical guitar strings — Fingers know.

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