The American Ultra platform represents the pinnacle of Fender innovation, tone and craftsmanship – the most advanced electric guitars built for the most discerning players.
The Brief: Deliver a global 360° campaign that celebrates Fender’s commitment to perpetual innovation while showcasing the craftsmanship, tone and playability of these premium instruments.
AMERICAN ULTRA 2
FENDER CREATIVE TEAM: Matthew Deak
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Beth Wawerna
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Diamond Doom
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Jocelyn Lam
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Han-Su Kim
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VIDEO PRODUCTION: Buckets Moving Company
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FENDER CREATIVE TEAM: Matthew Deak • Beth Wawerna • Diamond Doom • Jocelyn Lam • Han-Su Kim • VIDEO PRODUCTION: Buckets Moving Company •
Fender was founded on the promise of perpetual innovation. Forever pushing our products to the edge of what’s possible in the name of the players we serve. The Ultra 2 campaign is a reminder that we have no intention of stopping. Sleek, premium, elevated, bold. We romanced every detail, screw, bolt and piece of hardware – elevating Fender performance and craftsmanship above all else.
INNOVATION NEVER RESTS.
ULTRA 2 LAUNCH FILM
Our launch video showcases Ultra 2’s premium features, stunning new finishes and elevated craftsmanship like never before – backed by a bespoke music bed that amps up the drama and infuses our stunning product shots with an air of luxury, mystery and class.
Each Ultra 2 model is a singular work of art with its own story to tell. Half product beauty shots and half ripping performance, our new extended product vignettes go deeper into the features that define each model. Using bold, contrasting background colors designed to make the new finishes pop.
EXTENDED PRODUCT VIGNETTES
Ultra 2 is not defined by a single feature, but rather a cumulative leveling-up of every feature. Knowing how critical these details are to our target audience, we created a series of :30-second Featurettes that go deep on one single feature, with supporting VO from Fender artists and product experts.
PRODUCT FEATURETTES
To romance the incredible craftsmanship that goes into each model, our brilliant videographer Han-Su Kim shot a series of time-lapse build videos in our Corona factory.
TIME LAPSE BUILDS
Behind the Line is the ultimate product deep dive that Ultra 2 buyers are hungry for. A mix of beautiful footage from our Corona factory, and conversations with the builders responsible for crafting these premium instruments, Behind the Line takes viewers into the beating heart of the brand that’s driving industry-leading innovation.
AMERICAN ULTRA 2: Behind the Line
PRODUCT KEY ART
