Fender Pawn Shop Series
Fender launched a series of “guitars that never were, but should have been.” These instruments are like something you would find in a pawn shop: eccentric, innovative and esoteric. I had a great time coordinating photo/video shoots with local pawn shops here in Phoenix to get the most authentic pawn shop setting for these new guitars. We wanted them to feel at home. This line of guitars was so successful they released three separate sets of new instruments, as well as an amp line under the same Pawn Shop moniker. I was tasked to direct the launch of this series and campaign from the tagline to all of the creative/design assets, including print, digital and video.
Check out one of the demo videos
