Fender Guitars: Tone Master Pro Campaign

Fender approached our team with a bold mission: to introduce the Tone Master Pro, their first venture into the digital effects modeler arena. Anticipating a degree of skepticism within the guitar player community toward the first-ever device promising an authentic replication of the iconic Fender tube amplifier sound, we knew we had to craft a compelling narrative. Our creative strategy focused on forging a deep connection between the Tone Master Pro and the storied lineage of Fender amplifiers and effects pedals that have cemented the brand's legendary status. At the heart of the campaign was a dynamic showcase featuring Dan Geraghty, touring guitarist for Twenty One Pilots. Through his explosive demonstration, we highlighted the extensive palette of effects accessible with the Tone Master Pro. As the senior designer, I spearheaded the initial creative direction, shaping the vision that materialized in the hero video and key art design. From conceptualization to final designed creative, I was intimately involved in every facet of the creative execution.