MT COMPLETE CAMPAIGN AND PRODUCT LAUNCH
A New Era of Custom Arrangements for Modern Worship
The Challenge
Worship leaders have long been constrained by rigid arrangements, locked into a single genre, key, or instrumentation. But real-world worship contexts aren’t one-size-fits-all. They’re dynamic, diverse, and constantly evolving.
The challenge was clear: How do we create a product that gives users full creative control while maintaining musical integrity and cohesion?
The Truth
One song. Four distinct genres. Matching arrangements, chord progressions, and keys; engineered to work together seamlessly.
That’s the promise of MT Complete. A revolutionary platform that empowers worship leaders to mix and match parts from Gospel, Orchestral, Acoustic, and Core arrangements to create a truly custom sound tailored to their team, their context, and their congregation.
This was a new creative language for worship.
The Work
As Creative and Art Director, I led the full creative vision for one of the most ambitious launches in our company’s history.
The campaign needed to match the product’s complexity with clarity, energy, and inspiration. We set out to build a visual and storytelling experience that made the concept immediately tangible—and deeply compelling.
Highlights included:
A bold, modular visual identity inspired by musical layering and arrangement flexibility
Cinematic video storytelling to show the platform in action across genres
Clean, intuitive UX/UI integration to support the product’s interactive nature
Messaging and branding that spoke directly to the creative and practical challenges worship leaders face each week
The campaign extended across web, email, video, and in-platform content; each piece working together to position MT Complete as both a tool and a creative unlock.
The Results
The launch of MT Complete redefined expectation; delivering not just a product, but a new way to approach worship music. It quickly became a conversation starter across our community, setting a new creative and strategic benchmark for future product storytelling.
Credits:
Creative & Art Direction – James Windham
Concept – James Windham, Jesse Schaffer, Mitch Obach
Videography – Mitch Obach, Merit Productions
Email Marketing – Wayne Yaun
Web Development – Jonathan Puckett
UI/UX – Marc Bonaaso