Brad Paisley has been followed by the paisley pattern since birth – from his first James Burton-inspired paisley Telecaster to the mysterious metamorphosis of his ‘68 Tele to the rare paisley-patterned paper found hidden in a Vietnam-era ammo chest. As paisleys kept appearing in really odd ways, Brad had to ask: “Am I chasing the paisley, or is the paisley chasing me?” Determined to reclaim his destiny, Brad set out to build the ultimate Paisley Telecaster.
The Brief: Create a piece of content worthy of the legend that inspired it.
THE “LOST PAISLEY” TELECASTER
FENDER CREATIVE TEAM: Diamond Doom
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Sorina Vaziri
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Beth Wawerna
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Matthew Deak
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VIDEO PRODUCTION: Buckets Moving Company
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FENDER CREATIVE TEAM: Diamond Doom • Sorina Vaziri • Beth Wawerna • Matthew Deak • VIDEO PRODUCTION: Buckets Moving Company •
THE CONCEPT
The story of The Lost Paisley is almost too wild to believe, so instead of a standard talking-head documentary we decided to embrace the intrigue with a more cinematic piece inspired by late 60s noir and Indiana Jones-style adventure. Weaving mystery, drama and suspense together with Brad’s own humor and wit, we set out to tell the fantastical tale of Brad Paisley and weird little shape he just couldn’t shake.
THE TEASER
The teaser was a standout performer on TikTok: 2.5M views, 40k comments, drove 20K new followers.
THE HERO FILM
In the first week, organic social posts in support of The Lost Paisley earned a total of 2,462,543 views • 2,624,450 impressions • 82,412 engagements • 1,730 link clicks and 1830 new followers on Instagram, Instagram Stories, Facebook and Twitter.
:60 COMMERCIAL CUTDOWN
PURE PLAY
