PROOF YOU PLAY

description

This campaign features a series of "inside" situations that serious guitar players will identify with and appreciate. Each ad reveals a subtle clue or "proof" that the person in question is a serious guitar player, but without showing the guitar itself. Being able to solve each situational puzzle is "Proof You Play," the campaign's tagline. Being invited into an inside joke also shows that Fender knows guitars and guitar people.

the process

Fender was my second campaign, so this is when i started to develop an actual “process.” My partner and I started with thumbnails, and then discovered our campaign formula amongst a golden thumbnail: something only a real guitarist would recognize. After shooting (shoutout to my brother for being a wonderful model), we made countless edits on photoshop and finalized the tagline. Next, we expanded to ooh advertising. placements. Finally, “Proof You Play” was born!