Vintage is modern. This was Fender's creative strategy for the American Original Series, an innovative line of instruments inspired by the 50s, 60s, and 70s. Unlike rare reissues or replicas, these guitars and basses were crafted for individuals who appreciate classic design while seeking modern features.
To bring this concept to life, we embarked on an exciting project, shooting a total of six artists in both Los Angeles and London. The outcome was a compelling hero piece and individual videos for each artist, exploring the concept of originality from diverse perspectives.
This resulted in a tightly integrated campaign that spanned across trade shows, retail spaces, print, digital platforms, and social media. The success of the campaign was evident in the impressive video views, high completion rates, and strong sell-through figures.
Client: Fender Project: American Original Campaign Agency: ModOp