Fender China Newport & Monterrey Campaign
PROJECT LEAD / ART DIRECTOR | FREELANCE
Fender needs no introduction. Founded in 1946, Fender made the guitar an icon and is synonymous with music worldwide. In 2018, Fender released a new range of high quality Bluetooth speakers in their China market, and needed a campaign to launch it.
The concept was to combine the iconic 1920's Shanghai Style with key moments in Fender's advertising history, to develop a series of print and digital ads showcasing the Newport and Monterey Bluetooth speakers, as well as key models of the Fender guitar range, including the legendary Stratocaster Electric, Precision Bass, and Sonoran Acoustic guitars.
THE PROCESS
I worked with Alyssa Sarmiento, a Digital Artist from the Philippines to concept and produce this series. We started with a wealth of style and layout references from the Shanghai Era, and as we slowly confirmed key elements, worked downwards to more specific references, such as clothing, patterns, furniture, and other props.
Working remotely, Alyssa provided the digital paintings, while I - located in Beijing - developed the layout, typography design, key graphics, product illustrations, and final compositions.
NEWPORT + MONTEREY SPEAKERS
FENDER GUITARS
THE TEAM