In 2024, Preston Spire teamed up with Free Guitars 4 Kids, a non-profit organization that seeks to transform the lives of kids in underserved communities through the gift of a guitar. To date, Free Guitars 4 Kids has donated over 1,800 guitars across the USA. 

The task was to create a branding campaign that gets the Free Guitars 4 Kids name and message to the masses. Because more eyes = more donations. But in the process of crafting this message, Preston Spire discovered why kids need guitars more than ever. 

They’re addicted to their screens. 

Last year, Common Sense Media published a study showing the impact of screen time and social media. Teens 13 and older were more likely to check their phone over 100 times per day, leading to insomnia, headaches, anxiety and loneliness. And near­ly 2 in 3 ado­les­cents are “often” or “some­times” exposed to hate-based con­tent on social media.

Instead of just a branding campaign, they created messages that make the guitar a timeless hero and tangible object with the power to help our kids escape this new reality.

Free Guitars 4 Kids founder Ben Dudley immediately recognized this powerful messaging. 

“At FG4K, we believe music is one of the greatest gifts we’ve been given, but it can also be a healer, an escape, and so many other things. I think the angle that the team took is powerful and will make a connection that kids these days need music more than ever, especially in underserved communities.” 

To help kids break free, the Preston Spire used the iconic Queen song “Break Free” in their short, 50-second animation, created by animation house Alice Blue. The song was recorded by voice artist and former ‘The Voice’ contestant Katrina Cain at Austin Community College. 

“We were really grateful for this collaboration. Katrina’s voice, the studio at Austin Community College, and the talents of the team at Alice Blue brought this animated film to life with a very small budget. You can tell they put their hearts and souls into this to make it something special” — Brett Essman, creative director

Preston Spire also created screen print posters to drive more messages home about the power of a guitar and the impact they can have on mental health. 

“I don’t know where I would be without my guitar, especially as a teenager when emotions were running high,” says creative director Charlie Tournat. “This is one of those personal assignments that doesn’t come around too often. We’re super passionate about this project and we’re helping kids through the power of music. What more can you ask for?