The Lead burned fast and bright in the late 70s and early 80s. Now it’s back with a vengeance from Fender’s vintage vaults and ready to cut through the noise.
The Brief: Reintroduce the Fender Lead II & III models as a bold entry-point for aspiring and emerging players. Build awareness and credibility through artist-led storytelling. Position the Lead as a symbol of individuality within the Fender lineup.
THE LEAD II & III
FENDER CREATIVE TEAM: Matthew Deak
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Beth Wawerna
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Steve Zeitzoff
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AGENCY PARTNERS: Mind Palace
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FENDER CREATIVE TEAM: Matthew Deak • Beth Wawerna • Steve Zeitzoff • AGENCY PARTNERS: Mind Palace •
A BLAST FROM OUR PAST
Working with our friends at Mind Palace, we created a fun :60 crash course on the Lead models and their history within the Fender ecosystem.
LAUNCH FILM
For our launch moment we leaned into real, raw and unpolished artist storytelling from two bands that embody the attitude and energy of The Lead itself – The Paranoyds and Fontaines D.C.
We shot an episode of Sessions with each band – including a full performance and more in-depth interview.
SESSIONS
THE LEAD II & III KEY ART