Why not turn tone into scent?

This limited-edition collaboration with Uncle Ron’s Candles blended nostalgia, craftsmanship, and VOX’s signature personality, opening the door for the brand to play in lifestyle storytelling in a way that felt fresh, on-brand, and culturally relevant. Framed as an April Fools launch, the concept became the perfect Trojan horse: fans laughed, engaged, and shared… until they realized it wasn’t a joke at all.

I led the cross-functional workflow from concept through launch, partnering with creative, brand, eComm, and social teams to execute every detail in-house. The first priority was getting the scent right; tube amps have a very specific smell after they’ve been running, and authenticity mattered. Once we landed the perfect fragrance, I coordinated creative development, content production, and launch planning, bringing teams together to storyboard, film, edit, and package the drop without external spend. Even the packaging was custom-designed to resemble a VOX amp, reinforcing the brand’s iconic look and fan appeal.

When the candle dropped on 4/1, fans thought it was a prank, until we doubled down the next day and revealed it was very real. Priced at a playful $41, it sold through 50% of its inventory in the first 24 hours. With zero paid media, the drop ultimately sold out, delivering a 50% profit margin and driving a surge of additional product sales, proof of what sharp creative, perfect timing, and tight cross-functional execution can do.