Fender's history goes back to 1946, touching and transforming music worldwide in nearly every genre. Working with Fender, we explored the concept of originality for this cultural icon by highlighting a selection of current notable guitar and bass players to feature for their American Classic series.
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.
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.
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.
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.