NAMM — "Believe in Music"
NAMM (National Association of Music Merchants)
Overview
NAMM, the National Association of Music Merchants, set out to champion music education and music-making in communities and schools — and to connect that message with a younger audience. Built around the idea "believe in music," the spot was co-written by Jacob and his wife Jenny and filmed across multiple states, including Nashville. It went on to win a regional Emmy.
The Challenge
Capture the whole breadth of the music world — performing, instruments, conducting, production — in a single spot, and make it resonate with young people. The hardest part: directing many kids across many musical disciplines so they genuinely connected with, and believed, the big statements they were delivering.
The Idea
Young people encountering music, and music connecting them to each other. A boy hears music through his headphones and walks into a drum store. A little girl conducts an orchestra. A young audio engineer works the board; a young vocalist sings in a recording booth. Kids busk on a street corner, a young cellist performs in a grand auditorium, and a kid takes on a tuba bigger than he is. A junior-high band plays in uniform in a school gym. And in a hospital, a little girl who's sick lights up when her sister comes in playing the ukulele — and they dance on the bed. Music changes how you feel, and eventually, it can change the world.
The Craft
Performance was everything. Every young musician had to feel real, from the tuba player to the conductor, and the big statements had to come from a place of genuine belief. Assembling a full band and staging the hospital scene with care were among the production's biggest challenges. Jacob co-wrote the spot with Jenny, then directed, DP'd, edited, and handled post-production.
Working with the team
This was a personal project in the best sense — written by Jacob and Jenny, and made possible by dozens of young musicians, their families, and communities across several states who shared a belief in what music can do.
Our Services
Have a message worth believing in? Let's make them dream with their eyes open.
-
Won a regional Emmy Award.
Much of Luminary's work is Emmy-winning across categories, but this one is especially meaningful for its positive impact on music education and the communities that support it.
-
Written by Jacob and Jenny Moyer. Directed, shot, and edited, with post-production, by Jacob Moyer. Brought to life with our trusted team of craftspeople — art direction, wardrobe, hair and makeup, food styling, lighting, and grip — who help us build every project alongside our clients.
WATCH FULL PORTFOLIO CATEGORIES
