PBS-Ken Burns' Jazz Icons Campaign

Being tasked with marketing jazz, is no easy task. Having attended a “jazz school” myself in Boston, I knew that jazz is a tough sell in the U.S. So rather than focus on the art of jazz, and it’s recognized role as America’s one true art form, we instead focused on the impact the art had on culture. Regardless of your genre affiliations in music, most people think Miles Davis was “cool” or that Benny Goodman “swings.” So the hope was that through this social impact and basic human curiosities, we could seduce America into investigating jazz further… to it’s core and real value globally and musically.