Vintera II offers vintage Fender sound, style and soul for today’s player. With coveted features from the 50s, 60s and 70s, these guitars and basses capture the magic of Fender’s golden age while inspiring a new generation to make it their own.
The Brief: Deliver a global 360 campaign that spotlights Fender’s lasting influence on music, style and culture through the lens of Vintera II.
THE VINTERA II SERIES
FENDER CREATIVE TEAM:
Beth Wawerna
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Matthew Deak
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Marisa Velasquez-Rivas
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Tara Fox
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VIDEO PRODUCTION: Buckets Moving Company
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FENDER CREATIVE TEAM: Beth Wawerna • Matthew Deak • Marisa Velasquez-Rivas • Tara Fox • VIDEO PRODUCTION: Buckets Moving Company •
As a love letter to Fender’s golden age, Vintera II guitars and basses channel the decades that shaped music history. Specs matter, but for this campaign it was all about style: the 50s surf-rock vibes of the Jazzmaster to gritty 70s NYC punk to Cosmic Country Tele tones and 60s Motown grooves.
We wanted to immerse our audience in the iconic sounds and styles of these decades, celebrating Fender’s place in the story – then and now.
VINTAGE STYLE FOR THE MODERN ERA.
LAUNCH FILM
For launch we created a high-level awareness piece celebrating Fender’s impact on popular music throughout the 50s, 60s and 70s. Narrated by Madison Cunningham, it blends archival footage of iconic Fender moments with beauty shots of Vintera II models in the hands of our campaign artists. We crafted a VO that honors Fender’s lasting influence while staying true to Madison’s own voice and vision.
Five campaign artists. Five unique locations. Vintage style for days.
:15 product vignettes, each highlighting a hero model in the hands of a different campaign artist. Every location, style and sound bed was carefully curated to reflect the decade and model.
PRODUCT VIGNETTES
Our Best of the Decades content series paired contemporary players with like-minded legends to cover iconic songs from the 50s, 60s and 70s – highlighting the distinctive sound and style of each decade. The format was easily adapted by global teams for localized content.
VINTERA II: BEST OF THE DECADES
“I Only Have Eyes for You” by The Flamingos
Performed by Madison Cunningham & Wendy Melvoin
Fender’s 15th highest YouTube video of the last 5 years – over 2.7M views and 220 comments.
VINTERA II LIFESTYLE KEY ART
Using still photography captured on set during our Product Vignette shoots, we created a suite of fun, vibrant key art leaning into the campaign look & feel.
VINTERA II PRODUCT KEY ART
We also shot a batch of A+ product photography in our Corona, CA studio, highlighting the colors, curves and details of each guitar and bass. These images were used across MI publications, dealer assets, display banners, Fender.com and retail point-of-sale materials.
OOH & RETAIL
