Fender - Fender Play Anniversary ​

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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.

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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. 

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My role(s):

Creative Direction, Film Director, Copywriting (subject interviews and quotes), Video Editor 

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Agency: The Program

Art Director: Ashley Norquist ​

Design: Harben Lachica

Strategy Director: Coe Lottis 

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