Reintroducing an American Icon

For over 70+ years, Fender's iconic guitars have transformed nearly every music genre. However, it seemed more people were hanging their Fender guitars on their wall, rather than playing them. And in launching their new guitar line, American Vintage II, they also wanted to remind people to pick up their Fender and play it.

We used this product launch as a way to pull people into the Fender atmosphere. So while it was, at its core, a product launch, we were really telling a brand story. We took over a space for Austin City Limits Festival and turned it into a time capsule to feel like visitors stepped into the year 1951 – the last time the ‘51 Tele was brand new.

With more time being spent revering than shredding, American Vintage II is an invitation to own and play iconic, vintage-correct guitars.