This docu-style branded film offers an intimate look at the craft of renowned New York luthier Rick Kelly. Known for building guitars from reclaimed wood sourced from historic NYC buildings, Kelly’s process is as much about storytelling as it is about precision and craftsmanship.

Shot with a lightweight crew in one day, the film captures the tactile beauty of his work—wood being shaped, frets being set, and instruments coming to life. More than just a behind-the-scenes look, this piece serves as a key marketing asset, reinforcing Kelly’s unique brand identity, deepening customer appreciation, and inviting new audiences into his world of handcrafted instruments.