Fender— American Original Series
SENIOR ART DIRECTOR
Vintage is modern. That was Fender’s creative strategy for the American Original Series, a new line of instruments inspired by the 50s, 60s, and 70s. Rather than rare reissues or replicas, these guitars and basses were made for people who want modern features, but appreciate classic design.
We ended up shooting a total of six artists between Los Angeles and London to create a hero piece and individual videos for each artist that explored the idea of originality from various perspectives.
When all the pieces came together, we had a tightly integrated campaign, from trade show to retail, print, to digital and social media. And it showed in the numbers, with high video views to completion and strong sell-through.
Client: Fender Project: American Original Campaign Agency: ModOp