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Musician playing Fender guitar

The Work

Working with Fender, we discussed what it truly means to be original and how the American Original series of instruments celebrates the best in design from the '50s, '60s and '70s, while offering the modern player the playability and features of now.

The Challenge

The Fender heritage and classic persona is sometimes thought of as a negative by young burgeoning artists and musicians. But while the American Classic series might be built on Fender’s history, they’re absolutely made for the musicians of today who are driven to make their own history.


Mod Op handled all creative development of product photography for the entire line of instruments. We also produced multiple live-action video shoots for various artist-specific spots based in both the US and the UK.

The Impact

Our team was able to move toward execution nimbly to meet the demands of our various shoot locations and talent schedules. We ultimately delivered on a "Beyond the Hero" spot for the campaign, full-length vignettes for each of the six featured artists, as well as :30/:15 cut-downs for use within paid media and social. Still photography was also used to create assets for social, OOH, the NAMM show and various in-store displays.

Most Celebrated

The final result was touted as one of the most celebrated product campaigns by Fender marketing and executive teams, culminating with the product announcement and release at NAMM 2018.

Full Steam Ahead

Mod Op also managed paid media and print trafficking for the campaign and have expanded to provide full support on print and paid media initiatives.

Years in the Making

This campaign was one of several engagements with Fender over the past few years. Our first collaboration with the brand began in 2015 when we created a 360 campaign to launch their new signature product line partnership with U2’s The Edge.