From Strings to Screens: Aaron Gershman's Journey Across AV, Digital, and Design
How does a former rock guitarist with zero design training become a creative force behind some of the most visually stunning and emotionally resonant film campaigns of our time?
This week on Trailer Geeks and Teaser Gods, Corey Nathan sits down with Aaron Gershman, SVP of Creative Advertising at Lionsgate, whose journey from teenage rocker to "Pope of Posters" is anything but ordinary. From working on cult classics like Scott Pilgrim to crafting mind-blowing illustrated campaigns for John Wick 4, Aaron shares a deep-dive into the intersections of music, design, AV, and storytelling.
🎨 Whether he's collaborating with international artists or building visceral trailers that mix gunshots with throat singing, Aaron reveals how emotional intelligence, personal roots, and artistic instincts create unforgettable marketing.
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Key Takeaways
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Music Meets Marketing: Aaron's background as a musician and producer continues to shape how he sees rhythm, timing, and emotional arc—especially in AV.
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Poster Power: Learn how an artist-led, globally-sourced poster series for John Wick 4 redefined collaboration and style.
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From Minivan DVDs to Collectible Art: Aaron traces the evolution of home entertainment from functional formats to curated collectibles.
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Mentorship Matters: Behind every pivot in Aaron's career is a creative leader who inspired him—from Tom Gundred to Damon Wolf to Adam Fogelson.
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Embracing Change: From studio shakeups to creative setbacks, Aaron's mantra is to stay focused on the joy of building.
Notable Quotes
"My dad was a producer through and through. Even when I was a kid in a garage band, he'd come down and tell us, 'This song needs dynamics—quiet moments, loud moments.' Then he'd play The Doors to show us what he meant."
— Aaron Gershman
"I used to track artists on Instagram the same way I used to find bands. Now I follow over 5,000 illustrators for inspiration."
— Aaron Gershman
"The work didn't scare me—learning the language of trailers did. Corey, your podcast was like my AV crash course."
— Aaron Gershman
Featured Campaigns Mentioned
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John Wick 4 – Artist series posters
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The Strangers: Chapter 1 – Friggin' Bill Neil!
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Silent Night – Ode to Joy meets tactical violence
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Clerks III – Collaborating with Kevin Smith
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Sisu – Tribal, percussive, primal, and punchy
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