Fender
Fender's music-driven campaigns and artist collaborations across the entertainment industry
Featured Fender projects
This week's top Fender projects, carefully handpicked by Visie's expert curators, showcase the best in style and innovation.
Jameson Irish Whiskey, Fender · Distilled Sounds LEB and Fender Shoot Guitar
Jameson Irish Whiskey and Fender team up for the Distilled Sounds project, a collaboration highlighting the intersection of craft and music. The film features a live-action performance showcasing a custom electric guitar, focusing on the details of the instrument's fretboard and headstock alongside a classic amplifier setup. The production, created with agency M&C Saatchi London, leans into a warm, rustic aesthetic within a wood-paneled interior. Shot in a documentary style, the piece utilizes clean framing and natural light to capture the connection between the artist and his gear.
Fender · Payer Series - Jazz master - Jean Dawson
Fender showcases the Player Series Jazzmaster through an intimate performance piece featuring musician Jean Dawson. Captured in a recording studio, the film highlights the sonic versatility and aesthetic appeal of the Candy Apple Red model. Produced by GREATERGOOD, the promotional content emphasizes the instrument's performance capabilities in a live-action setting. The project leans into warm, cinematic visuals to document the interplay between the artist, his band, and the hardware.
Fender · Fender Player Series Stratbc Cecilia 60s
Fender returns to the core of its heritage with the Player Series Stratocaster campaign featuring rising musician Cecilia Castleman. This project serves as a masterclass in atmospheric music marketing, stripping away high-concept artifice to prioritize the raw, visceral connection between a player and their instrument. Captured within the intimate, lived-in confines of a bedroom setting, the production leans into a lifestyle-focused aesthetic that feels both authentic and aspirational. The creative vision, executed with precise production work from the team at GREATERGOOD, utilizes cinematic framing to highlight the soft butter-cream finish of the iconic Stratocaster against the earthy, shadowed tones of the talent's dark button-down shirt. By employing a live-action technique that emphasizes close-up shots of dexterous fretboard work alongside medium-shot vocal performances, the campaign succeeds in grounding the gear in a relatable, real-world context. The soft, ambient lighting envelops the frame, elevating the space into a sanctuary of creativity rather than a sterile studio environment. This focus on organic movement and tactile detail reinforces Fender's enduring position within the music industry, proving that the most resonant brand stories are those told through genuine artistry. The result is an evocative snapshot of musicality that highlights the instrument as an extension of the artist, rather than a mere piece of equipment, creating an inviting narrative for guitarists of all levels.
Fender · Fender Player Series Regrets Drinks
Fender captures the magnetic pull of late-night musical spontaneity in their latest commercial campaign for the Player Series, titled Regrets Drinks. The narrative expertly bridges the gap between social connection and the tactile intimacy of musicianship. By opening with a grounded, relatable scene of friends sharing a toast, the film quickly pivots to the visceral focus of live-action technique, zooming in on the intricate fretboard work of a cream-coloured electric guitar. This shift emphasizes the brand's commitment to accessibility and professional performance, grounding the high-end instrument in a tangible, real-world context. The final sequence offers a rhythmic, cinematic display of the series, featuring an array of electric guitars and basses meticulously laid out on a decorative rug. The backdrop, defined by the warm glow of stacked amplifier cabinets within a studio environment, reinforces an atmosphere of creative authenticity and professional heritage. Produced by GREATERGOOD, the project leverages a warm, immersive aesthetic to transform the simple act of gear selection into an invitation for collective creative expression. The production design prioritizes a lived-in feel, allowing the instruments to occupy the center of a social space where melodies are born. Through this polished yet approachable lens, Fender reinforces its status as an essential companion for both intimate gatherings and the serious, late-night pursuit of sonic discovery.
Fender · Fender Player Series Jazz Jean Dawson 60s
Fender taps into the intersection of modern artistry and classic heritage with its latest campaign for the Player Series Jazzmaster, starring the genre-defying musician Jean Dawson. This cinematic commercial positions the iconic electric guitar as an extension of the performer, grounding its legacy in a contemporary, high-energy context. Captured within the confines of a moody, warm-toned recording studio, the live-action technique emphasizes an authentic, behind-the-scenes aesthetic that feels both professional and raw. The visual storytelling leans heavily into the instrument's tactile qualities, utilizing deliberate slow motion to highlight the deep contours and meticulous craftsmanship of the candy apple red finish. By employing low-key lighting that carves out deep, expressive shadows, the project creates an intimate environment where the sound and playability of the guitar remain the undeniable protagonists. Production house GREATERGOOD masterfully balances these technical product shots with the unbridled intensity of Dawson’s performance, ensuring the brand narrative resonates with a new generation of creators. The result is a refined piece of music media that strips away the noise, focusing instead on the symbiotic relationship between a musician and their gear. This collaboration successfully recontextualizes the Jazzmaster as a versatile, essential tool for the modern studio environment, proving that while the aesthetics evoke the vintage warmth of the 60s, the application remains strictly focused on the future of sound.
Fender · Player Series Compilation
Fender showcases its Player Series electric guitars and basses in this compilation, which captures musicians performing within curated studio and residential environments. The project leans into a vintage-inspired aesthetic, utilising analogue film techniques to highlight the tactile details of the instruments through intimate close-ups and dynamic, cinematic movement. Produced by GREATERGOOD, the compilation employs a saturated palette of earth tones and vibrant primary hues to frame the performance footage. The execution relies on live-action techniques and a retro-inflected visual language to anchor the brand's instruments within an evocative, music-focused narrative.
Fender · Player Series Stratbc Cecilia :30
Fender showcases the Player Series in this 30-second commercial featuring musician Cecilia Castleman. Set in a bedroom, the spot centers on the performance, intercutting close-up shots of hands on the fretboard with wider sequences of the artist playing the butter-cream Stratocaster. Produced by GREATERGOOD, the piece utilizes warm, indoor lighting to emphasize the textures of the room. The edit prioritizes live-action technique to highlight the instrument's playability within a relatable, intimate environment.
Fender · Player Series Precision Bass Jazz Lunali :60
Fender showcases the Player Series Precision Bass and Jazzmaster in this intimate music-focused campaign. The 60-second spot features musician Luna Li performing in a warmly lit, retro-inspired living room that leans into a distinct 1970s aesthetic. Produced by GREATERGOOD, the film utilizes cinematic live-action techniques and an analogue film texture to create a comfortable, creative atmosphere. The production highlights the instruments through close-up framing and a soft, warm color palette.
Fender · Player Series Jazz Jean Dawson 30
Fender presents a dynamic studio performance featuring musician Jean Dawson, highlighting the Player Series Jazzmaster in a 30-second campaign spot. The session showcases Dawson and his band in an intimate, dimly lit environment, focusing on the tactile details of the candy apple red instrument. Produced by GREATERGOOD, the film utilizes cinematic, warm-toned live-action techniques to emphasize the interplay between the artists and the gear. The edit alternates between focused close-ups of the fretboard and wider performance shots to capture the energy of the collaboration.
Fender · Player Series Regrets Fashion :15
Fender’s Player Series Regrets Fashion :15 commercial spot highlights the brand's electric guitar range through a series of rhythmic, live-action vignettes. The film tracks a man navigating an urban environment, juxtaposed with focused close-ups of the instrument in action. Produced by GREATERGOOD, the piece utilizes natural lighting and steady, commercial framing to spotlight the product. The edit balances lifestyle imagery with performance-driven visuals, maintaining a concise fifteen-second duration.
Fender · Player Series Regrets :15
Fender’s Player Series Regrets :15 commercial highlights the intersection of personal creative pursuits and the realities of modern hobbies. The spot centers on a narrative arc where a drone pilot faces a mechanical setback, immediately contrasted by the accessible joy of picking up an electric guitar. Produced by GREATERGOOD, the film leans into a cinematic aesthetic using natural outdoor light and clean interior framing. By balancing live-action technique with a humorous tone, the project emphasizes the instrument as a grounding force for the protagonist.
Fender · Player Series Regrets Bike :15
Fender’s Player Series campaign highlights the shift from domestic inertia to creative action, using a :15 spot to contrast the ubiquity of stagnant home fitness equipment with the act of guitar playing. Produced by GREATERGOOD, the commercial transitions from a quiet, wood-paneled interior setting defined by retro decor to an energized musical performance. The cinematography utilizes warm, natural lighting and live-action techniques to establish a grounded, domestic atmosphere.
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