Journeys App Launch

Fat Free xABRSM


The brief

The Associated Board of The Royal Schools of Music (or ABRSM to its friends) asked for our help to launch a product into a new space. Journeys is a new online electric guitar app, created to help learners build guitar skills and become accomplished players. Learners follow step-by-step tuition from guitar coaches to play popular songs

The concept needed to work across organic web and paid digital across Youtube, Instagram and Facebook, with a blend of campaign creative and instructional content.


Our approach

How do you make campaigns stand out in a loud and crowded place? You bring a little quiet in. We knew viewers were bombarded with loud and intimidating messages showing stages, lights, and performance, but from our own experiences, we knew just how much quiet, private practice time made up our later successes.

We created a campaign around a series of intimate vignettes, shot in bedrooms, lounges, and kitchens with learners across a range of skill sets and styles, from tentative plucks to the flow of a full melody. A grounded, un-polished spoken-word monologue glues together visuals with a manifesto that lays out the beauty of the learning process.

Don't take our word for it...
"Fat Free are a highly experienced and creative team with an impressive breadth of skills. Neil and Kate are passionate, determined, and skillful collaborators who make things happen quickly, efficiently, and economically. From concept through to the finished product, their work always feels really distinctive and engaging and I really enjoy collaborating with them across a range of projects"
Claudia LeeVideographer and Video Production Manager at ABRSM
The Team —


Creative Director Neil Rostance
Producer Kat Brown
DoPJack Booth
Assistant Camera Seb Hawkins
Sound RecordistCraig Barlow
Art Director Betty Barucco
Editor Ciaran Grant
Exec Producer Kate Rostance
Next project
Fat Free x ABRSM