As the entry point to the Fender electrics ecosystem, the Player Series is the platonic ideal of what a Fender guitar should be — a connection to the next generation of performers and creators shaping music and culture worldwide. The all-new Player II Series raises the bar with vibrant new colors, rosewood fingerboards and upgraded hardware.
The Brief: Create a global 360° campaign positioning the Player II Series as the starting point for a lifelong player journey — a foundation for growth, gear exploration and a deeper relationship with the Fender brand.
THE PLAYER II SERIES
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FENDER CREATIVE TEAM: Jocelyn Lam
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Matthew Deak
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Beth Wawerna
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Tara Fox
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VIDEO PRODUCTION: Buckets Moving Company
• FENDER CREATIVE TEAM: Jocelyn Lam • Matthew Deak • Beth Wawerna • Tara Fox • VIDEO PRODUCTION: Buckets Moving Company
Visceral, urgent, aspirational and transformative, our campaign captures what it truly means to be a player and commit to the lifestyle of making music. Rather than focusing on specs and features, we wanted the campaign to embody the chaotic beauty of creation and performance.
A NEW KIND OF PLAYER
PLAYER II LAUNCH FILM
Four contemporary artists. One iconic song.
We asked Julien Baker, DIIV, Wallows and April Kae to reimagine “All Day & All of the Night” by The Kinks on bold, custom-built sets – coming together in a seamless, high-energy launch film that captured each artist’s distinct vibe and playing style.
We also created :60 cutdowns for each artist to post on their own channels
Julien Baker’s “All Day and All of the Night” cover received 525K+ organic views and 300+ comments on Instagram in the first 12 hours of launch.
These hard-working paid media assets showcase each Player II hero model in the hands of a different campaign artist.
PRODUCT VIGNETTES
An original song stitched together with interview soundbites about what it means to be a player.
SESSIONS
Using still photography captured on set during our Product Vignette shoots, we created a suite of vibrant key art leaning into the campaign look and feel – featuring artists and product-in-environment.
PLAYER II KEY ART
