Fender’s Hammertone pedals are compact and pedalboard friendly , delivering incredible tone and pro-level features at an accessible price point. Designed in-house by pedal guru Stan Cotey, the line appeals to new players exploring effects for the first time and seasoned players seeking high-quality sound and construction.
The Brief: Create a campaign that demystifies effects pedals for novice tone-hunters while building equity in the Fender Effects family.
HAMMERTONE PEDALS
FENDER CREATIVE TEAM:
Jocelyn Lam
•
Matthew Deak
•
Beth Wawerna
•
FENDER CREATIVE TEAM: Jocelyn Lam • Matthew Deak • Beth Wawerna •
How Does It Feel?
Given the younger demo and price point of the Hammertone line, we created a fun (and weird) social series called How Does It Feel – featuring nine :30 live-action vignettes and a hero spot showcasing the full lineup. To make effects pedals feel less intimidating, we took an irreverent storytelling approach with an unexpected host: guitar creator Tobee Paik.
Nail That Tone
Moving down-funnel into consideration, we created Nail That Tone — a more “serious” YouTube series designed to educate and inspire. But rather than traditional single pedal demos, each episode focused on a genre or family of tones, helping new players understand how to build a pedalboard, layer effects and dial in their sound.
Behind the Line: Hammertone
As our final campaign piece, Fender’s Corona Studio team produced an episode of Behind the Line — a long form YouTube series that dives into the creation and origin stories of Fender products. Featuring pedal mastermind Stan Cotey, Fender Pedals Lead Riley Giffin and guitarist Nick Reinhart, the episode blends demo and discussion for a peek behind the curtain of the Hammertone line.
KEY ART