Abstract:
This dissertation is a creative project that produced animated music video advertisements
for my beverage company’s product line. The project combines my interests in alphorn
performance with entrepreneurial studies. I created and designed a beverage brand, developed
award winning recipes, screen printed glass bottles, registered a trademark and promoted my
brand throughout the business creation process. I utilized a Hasselblad medium format digital
camera to photograph the images, digitally drew, inked, painted, airbrushed and animated the
conceptual alphorn video advertisement campaigns. I performed and recorded solo alphorn
tracks outdoors in a bird filled hardwood forest on the outskirts of Detroit, Michigan. Through
this creative project I shared my story, strategically created alphorn video advertisements and
recorded a part of my creative process in writing, sound and video recordings. I created and
shared improvised alphorn sound signatures and brand experiences with clients and partners.
