Fender - Fender Play Anniversary
During the COVID-19 pandemic, Fender Play received over four hundred thousand new signups when they offered a free 3-month subscription to the guitar learning application. When the subscription ended, we partnered with Fender to create a social campaign that reignited interest and converted subscribers to paying customers as well as celebrated the app's 3-year anniversary.
This campaign, comprised entirely of UGC content, focused on the micro-moments of success that new players experience every time they pick up the instrument, inspiring them to keep playing.
My role(s):
Creative Direction, Film Director, Copywriting (subject interviews and quotes), Video Editor
Agency: The Program
Art Director: Ashley Norquist
Design: Harben Lachica
Strategy Director: Coe Lottis
Fender - Fender Play Anniversary
