Fender
Art Direction / Visual Editing / Social Strategy Fender is the world's leading guitar manufacturer and has been setting and raising the bar for guitars, basses, and amplifiers since 1946. To further drive their story I was part of the creative team behind two ongoing series for Instagram, TikTok, and YouTube; Signature Specs and Play & Tell. Essentially, we were given a long-form (usually unedited) video from the artist of the month and with an ultra-talented team of editors I transformed the provided clips into bite-sized content pieces optimized for social media while securing the essence of the story and amplifying the legacy of this iconic brand.
Story time in 60 seconds
Telling my kids I met Blink 182’s Mark Hoppus and shot this video with him and we became great friends, and he invited me to go on tour with him. I did none of those things but I did watch the full version this clip approximately 10,000 times to get the edit just right. We color-corrected, scrubbed audio, cut down, mixed up, and synced up to transform a 15 minute video into an engaging 60 second piece garnering more than 15,000 likes and 160 enthusiastic comments.
-
TikTok
@fender
Generated an average of 4.9M total video views and 29K new followers, consistently increasing at a steady pace each month since 2024.
-
Instagram
@fender
Drove an average engagement rate of 202K and 8M impressions monthly, steadily increasing month over month.
-
YouTube
@fender
The channel generated a total of 25M impressions in 2024 increasing by 2% month over month.
