Fender

This ad campaign for Fender is designed to express the feeling of freedom one gets when showing off their passion for breaking the rules and being a change maker or rebel. Through black-and-white imagery and bold graffiti-style statements, this campaign represents the journey and stories of Fender artists and their instruments.
During the COVID-19 pandemic, millions of people were stuck at home with not much to do; this allowed people to pick up old hobbies or start new ones. Fender saw an increase in sales as people decided to pick up the guitar during the lockdown, with a sharp increase in young adults and women picking it up for the first time. The younger generation is constantly proving to be a force to be reckoned with as they are making waves of change around the world, and this was reflected in the campaign.